Valencia Festival of Media

I’ve been tweeting a lot from the Valencia Festival of Media, where I have been lucky enough to join a very distinguished line up of judges (and I do mean really distinguished) and speakers. I find that tweeting lends itself very well to live reportage and I’ve pasted below most of my tweets for those of you who don’t follow me, or if you missed some – pretty inevitable, given the sheer volume of tweets flying around the tweetosphere at the moment.

Of course, you could just follow me on Twitter (russellbuckley) or search the #tags for #festivalofmedia. If you don’t understand any of this, get someone 10 years younger to explain, or maybe you’re in the wrong part of the internets.

A few mobile highlights for me though. Firstly, congrats to Reebok (and their agency InsideMob*) for winning the Best Mobile Campaign – You Got Rondo’d. Check out the video here. Nice work, plus an 8 day turnaround!

Also, the winner of the Best Communication Strategy, put mobile right at the heart of things. It was a campaign for BBC World Trust Service, to promote condoms. The brilliant insight (missed by others for 20 years+) was that you can’t get people to buy them, if it’s taboo to even say “condom”. The campaign (fronted by an annoying parrot – it’s not perfect!) was built around getting people to say condom aloud in public and achieved some amazing results. You can see their entry here.

I’ve said before though, that if you want to run campaigns in developing markets, mobile is really the only game in town. In india, you have 250 million people who can’t read and who won’t have TVs and PCs. But the chances are that they will have a phone (or at least access to one) and speech overcomes illiteracy.

The great Walkers Crisps “Do Us a Flavour” also had mobile as a central communication mechanic and was pretty unlucky not to win their category award.

I also really liked the campaign for testicular cancer in Macedonia, which elegantly got the message across with humour and amazing results. Brings a whole new meaning to the phrase “teaching granny to suck eggs” though. That’s a rather amusing joke (if I do say so myself) but you’ll need to watch the vid to understand.

For all that, mobile hasn’t been mentioned an awful lot by the main agency speakers, with the big themes being Recession and Sustainability. It’s a great gig though and I highly recommend it.

Here’s my Tweets – hope you find them interesting:

3. #festivalofmedia Coke: wants value/performance based fees not taxi meter. Which is good as it’s what agencies say they want too.about 1 hour ago from TweetDeck

4. #festivalofmedia Coke annoyed by “yes we can” agencies ie be *honest* about what you really can do and what you can’tabout 1 hour ago from TweetDeck

5. #festivalofmedia Coke: Not cutting back spend, but major productivity is key. Not a great time for media owners.about 1 hour ago from TweetDeck

6. #festivalofmedia W00t – Mobile is a line item on Coke’s media plan!about 1 hour ago from TweetDeck

8. #festivalofmedia P&G 10% consumers will pay higher/accept lower performance for sustainable products. 20% don’t care. The rest will accept.about 1 hour ago from TweetDeck

10. #festivalofmedia P&G If you add complexity to value chain and not value, you will be eliminatedabout 1 hour ago from TweetDeck

11. #festivalofmedia P&G has 5pm meeting every Friday, prior to 8am meeting on Monday. You can imagine their weekends!about 2 hours ago from TweetDeck

13. #festivalofmedia P&G – consumer behaviour really has changed as they seek better value. Discounts, shop less often etcabout 2 hours ago from TweetDeck

15. #festivalofmedia search for online money-off vouchers risen by 133% (Mediacom)about 2 hours ago from TweetDeck

16. #festivalofmedia Consumers spending money has turned from a joy to a guilt trip – MediaComabout 2 hours ago from TweetDeck

17. #festivalofmedia “sharing risk” is theme here from agencies. Clients sharing risk with agencies, Media owners sharing with agencies/clientsabout 2 hours ago from TweetDeck

18. #festivalofmedia best communication strategy heavily featured mobile. It was a condom promotion campaign in Indiaabout 19 hours ago from TwitterBerry

21. #festivalofmedia Global CEOs want success-based remuneration. Careful what you wish for :-)about 20 hours ago from TweetDeck

22. #festivalofmedia reportage from my panel 20 hours ago from TweetDeck

23. #festivalofmedia Are ties making a comeback into the ad agency world? Maybe linked to the recessionabout 20 hours ago from TweetDeck

24. #festivalofmedia Just finished my panel session. Audience small but perfectly formedabout 20 hours ago from TweetDeck

25. #festivalofmedia comScore Search and Display Combo, better than display or search onlyabout 23 hours ago from TweetDeck

26. #festivalofmedia comScore – nearly 50% of online ad revenue is search. banner adds growing, rich media down.about 24 hours ago from TweetDeck

27. #festivalofmedia eBay sells a mobile every 7 secondsabout 24 hours ago from TweetDeck

28. #festivalofmedia eBay – interesting that they don’t mention Skype as part of the group anymoreabout 24 hours ago from TweetDeck

29. #festivalofmedia IBM: Massive Passives are the majority of audience. Defined as people who have VCRs slashing 12:0012:20 PM Apr 20th from TweetDeck

32. #festivalofmedia Sustainablity and economy are the big themes here so far.11:09 AM Apr 20th from TweetDeck

33. #festivalofmedia Maria Luisa Francoli – CEO MPG reflecting how impressive outdoor is in changing to digital.11:01 AM Apr 20th from TweetDeck

36. #festivalofmedia Fox: digital advertising must prove that it had long term and short term affect on SALES10:10 AM Apr 20th from TweetDeck

37. #festivalofmedia JCDecaux – always surprised at how few brands take advantage of interactivity of posters via mobile. We must push ourselves9:56 AM Apr 20th from TweetDeck

38. #festivalofmedia JC Decaux “Out is In”. 29% of people are hypermobile.9:46 AM Apr 20th from TweetDeck

39. #festivalofmedia China is the biggest creditor of the US9:26 AM Apr 20th from TweetDeck

* Full disclosure, AdMob have worked with them.

—–>Follow us on Twitter too: @russellbuckley and @caaarlo

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