Photo: Tribal DDB
Tribal DDB CEO Paul Gunning, who is on the first Mobile Lion ad award jury at the Cannes ad festival (June 17 – 23) tells us that automakers are the clients who are really taking creativity to new heights, especially on tablet devices like the iPad.Cannes has received “thousands” of entries in its various mobile campaign categories (including apps, tablets, games, etc.) but Gunning says that the “stunning creativity” in the tablet entries are “off the charts.”
Gunning said he’d previously regarded his own agency’s work as “outstanding,” but it turns out “the low bar for performance on a tablet is ‘outstanding.'”
In particular, car clients are setting the pace in tablets with apps designed for dealers, salespersons and consumers looking for cars. Some of them are incredibly beautiful, Gunning says.
Car makers are more vested in tablet apps because it’s a category where consumers spend time researching on the web before purchasing, due to the amount of money involved, and the more detail you can offer them the better.
Gunning said he’s also been impressed by the “really fun” ways some advertisers have used SMS and texting campaigns. He’s seen some “simple” but “super creative” ideas in the text space.
Unfortunately, the Cannes rules prevent him from giving us any clues as to which entrants were the likely winners.
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