How Vegas Can Help Brands Bring in the Magic and the Wow.
Havas Media Ortega managing partner Tonypet Sarmiento writes about Brave managing director Ash Bendelow’s seminar on LasVegas-style creativity held on June 16 at the Cannes Lions International Festival of creativity.
I sat in the “Sin City” talk in here at the Cannes Lions Festival and as promised, was treated to an afternoon of amazing entertainment and thought-provoking insights. Ash Bendelow, Creative agency Brave’s Managing Director, drew a number of simple lessons from how Las Vegas creates the charm, attraction and loyalty from its millions of visitors each year.
Vegas, according to him, laid out three simple plays that set itself apart from most other destinations: The first is about Being Real-Time, which means converging the data (consumer knowledge), digital (online behavior) and physical worlds (offline fulfillment).
The second is about taking into account personal context and adaptive behavior when dealing with consumers. This means seeing them as unique individuals with specific needs and concerns and being flexible to respond to their wants and dreams immediately (looking to have fun, dreaming of winning, knowing the best deals, etc). In Vegas, everyone is a VIP.
The third is about “styling social, mobile and local”. This centers on being able to create and inspire mobile and digital habits and merging them with the right amount of information and access to fuel their experiences – from booking shows and getting discounts anywhere via one’s phone.
In the end we were treated to a magical experience by illusionist Dynamo and created the first audience-sourced magic trick. For me, it was well received, but even before this part, I was already blown away.
