Cannes Lions: Visa Marketer predicts brands will run more real-time adverts due to social media influence
Visa marketer Antonio Lucio has said that he believes that brands are going to have to create more 'in-time' adverts due to the resulting expectations created by instant reaction through social media.
Speaking about the creation of Visa’s latest Olympic Campaign at the Cannes Festival of Creativity, Lucio - who is global chief marketing, strategy and corporate development officer for the credit card brand, predicted that advertisers would have to create more adverts based around real-time events in the future.
He made the comments while referencing Visa’s Olympic advert shot four year’s ago in advance of swimmer Michael Phelps winning eight gold medals during one Games (see above). He revealed that the brand shot two adverts in advance – one to congratulate Phelps, which aired, and another if he did not.
“This whole notion of combining what you need to say with things that are happening today, we’re going to see more and more and more. And we’re going to experiment with it and sometimes it’s going to work really well and sometimes it’s not going to work as well. The interesting dynamic of the world in which we are living today is that memories are short, so you have to come back with something truly spectacular in order to be given the opportunity to engage in a more instant, in-time basis with viewers, commented Lucio.
Lucio was speaking on a panel alongside Patrick O’Neil, executive creative officer of TBWA/CHIAT/DAY, Los Angeles Patrick O’Neil, Timo Lumme, managing director of IOC Television & Marketing Services and Olympic Gold medal winner Nadia Comaneci, who’s Olympic performance is highlighted in the latest 'Go World' Olympic campaign for Visa ahead of London 2012.