Catalyst

Roaring at Cannes

| Updated on June 27, 2019 Published on June 27, 2019

 

P&G India roared at Cannes, winning four lions for its Vicks ‘One in a Million’ #TouchOfCare campaign. With one Silver Lion in the Film for Single-market Campaign category, and three Bronze Lions for Creative Strategy, Film Craft, and Film Healthcare category, the evocative campaign really connected with the jury. The heart-tugging film focuses on a young girl who has a rare skin condition, Ichthyosis, and her journey of transformation through the love and care of her adoptive mother. The film’s success underscores the power of connecting at an emotional level.

Experience matters

The Adobe Experience Index for 2019 released this week underscores the importance of user experiences and how it can affect future interactions with brands. Bad customer experience can lead to consumers turning away from a brand, says the study, with one in three consumers in the age group of 35+ saying that they will stop purchasing from the company altogether. The top three experience breakers are hidden fees after purchase, no cancellation policies for travel packages, and different returns policies for marketplace sellers. When it comes to delivering seamless customer experiences, the financial sector scores well across several touch points. Travel and Hospitality sector scores big on accessing content, via online app and website as well as ease of check-out. The Media and Entertainment industry struggles to meet customer expectations with the lowest score, the least in anticipation of information needed.

Published on June 27, 2019
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