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Event News 18/05/2017
Digital Summit @ ICT Spring 2017

On May 9th and 10th, more than 5,000 of professionals gathered at the European Convention Center Luxembourg to discuss the latest tech, space, FinTech and digital trends. During two days, the ICT Spring 2017 speakers’ wondered how the digital technologies could change and improve our way of life through four conferences: Entertainment superpowers, Blockchain cross industry, Digital transformation and The Future of mobility.

Entertainment superpowers: “There are no more traditional media”

The first conference called “Entertainment superpowers” was presented by Keith Hopper, the Chief Financial Officer of Docler Holding. He dealt with the ways to use “superpower” to improve customer experience and make product or service more attractive. Among the different tools, data management, employee’s creativity, storytelling, virtual and augmented reality and digital transformation are the most usual and efficient. In his introduction, Keith Hopper remind how entertainment becomes complex. Today, there is no more traditional media, entertainment, in all its forms, makes any companies able to respond at the customer’s demand quickly.

Emmanuel Vivier, Co-founder of the HUB Institute and one of the world top “digital advertising & social media marketing” experts answered the following question: “Entertainment is changing, are you?”. New digital players are reinventing entertainment. Through the Netflix Vista example, Emmanuel Vivier showed that video is everywhere among us. But he explained that TV has to fight back by trying to find new forms, new topics, and new way to interest the millennials because “ephemeral content is the new mainstream”. Thanks to Instastory on Instagram, stories on Snapchat and Facebook’s stories, users generate content and anyone can create his own video and generate a massive audience. Emmanuel Vivier added:” Those platforms are really innovating. We need to be much more innovating to be in the fight. We need to use this data to make this experience much more interesting.”

Then, Oliver Shaack, the Creative Director of the famous French private channel CANAL+, presented: “Creative Happiness Therapy”. With different videos illustrating emotions, Olivier Shaack showed the importance of TV to create new experiences and moments of happiness and grace. According to him, the perfect TV spot has to make you laugh and dancing because “Music is essential to a great spot and we have to laugh everyday”. It took as an illustration Don’t Stop Me Now by Queen, the most feel-good music of all of time.

To continue this session, the next question was "How digital technologies could help marketers and companies to sell their product?". To start, the Former studio marketing manager of the Walt Disney Company, Anne-Claire Le Conte recounted “The story behind our storytelling”. The famous samples mentioned were the “Once upon a time…” and the legend of Steve Jobs’ garage and the beginnings of Apple. If we all love stories, it’s because that connects us with our humanity. Indeed, in marketing, a good story precisely adapted to the public is the first rule to keep its attention. Anne-Claire Le Conte explained that the most interesting in the storytelling is the story behind the legend.

And what could be better than new digital technologies to tell stories by offering new experiences to customers? That is what M. Bernard Michaux, associate at SAMS Film in Luxembourg, explained through the examples of virtual reality and augmented reality, the two burning and trending topics of the moment. According to him, ”if you have a good idea, technique won’t kill it”. Today, augmented and virtual reality disturb all content. If they still use traditional media, companies need to adapt their advertising to be the most competitive. Companies have to be creative and over-reacting all the time and, of course, “create a true story to make difference”.

Thomas Petersen, Brand Development Director at Ubisoft, can only agree. The development of virtual reality in video games is part of their digital strategy. The improvement of this technology is then necessary to innovate and evolve. That is what Julie Demarigny, Vice President International of Warner Bros, explained during her speech about “How data transforms our business”. From 2010 till present, she retraced the evolution of our data’s behavior and its impact on the movie market. For example, we began using data by sending emails and newsletters because it was cheaper and easier. Then, with social networks, the movies websites were slowly transformed into Facebook pages. In 2016, 74% of our emails are not opened. As she said: “more and more we realize that our traditional way of buying digital media is not efficient”. So they moved from traditional media buying to targeted buying. Instead of buying the audience of publisher that is in line with their target, they target different audience targets at market value.

At least, the first conference was concluding by a round table. Speakers share their ideas of their today’s superheroes.

To read the full article click here.

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