MAD Fest 24: Attracting and Retaining Attention

As a seasoned comms specialist, I regularly attend trade shows and events; I’ve even hosted more than a few in collaboration with clients and industry partners. But, in all these years, this was my first MAD Fest. Working within the B2B technology sector, there’s a misconception that creativity must be restrained. Let me tell you, it’s not! In one of our recent Digital Communicators podcast episodes, our guest Vivien Boche gained an impressive social media following thanks to her unique approach to promoting SAP tech via TikTok-style videos on LinkedIn. At Babel, we embrace creativity, and I have the pleasure of working with some of the brightest clients, teams and partners alike to bring B2B technology to life. So, you may imagine my excitement to spend a day at one of the UK’s most prominent marketing and advertising festivals, soaking up all the insights and inspiration that MAD Fest had to offer. 

Here are some of my highlights from the day.

Lessons on Attention Effectiveness Marketing from Virgin Media O2 and HSBC

Virgin Media O2 and HSBC shared valuable insights on attention effectiveness marketing. They emphasised the importance of a media plan that balances active attention with brand-building awareness over the long term. Virgin Media O2, expressed scepticism about the usefulness and validity of traditional attention measurement metrics, suggesting that while their approach isn’t revolutionary, it’s grounded in common sense. HSBC, represented by Graziella Castro, highlighted the need for consistent testing across different markets and the importance of demonstrating the economic value of attention data. One point that rings loud and clear is the need for representative data that responds to the target audience demographic is worth its dime. 

Brand Building in a Tech-Led World

 Gousto, a data-driven food delivery company, showcased its early investment in technology to offer personalised meal recommendations, intending to reduce food waste. Their collaboration with Joe Wicks during lockdown, through the Cookstarter campaign, highlighted the power of shared values and brand behaviour. Despite a few technical glitches during their ‘Table for 1 Million’ campaign, their cheeky social media response maintained strong fan support. Anna Greene, Gousto’s VP of Customer emphasised the importance of aligning product and brand strategy, citing Airbnb’s evolution as an example. Outsourcing community management or social media support to an established PR and marketing agency can ensure crises are resolved promptly in line with brand messaging.

Demand Generation is Dead

 Jo McClintock of Trainline and Leo Rayman at Eden Lab discussed the shift from demand generation to demand switching, focusing on shaping consumer and enterprise behaviour for a net-zero future. Their conversation hinged on the transition we’re seeing from consumers demanding a change in the narrative. Moving away from pointing out benefits to the individual and toward highlighting more altruistic brand attributes. They highlighted innovative solutions like deep green data centres and Octopus Energy’s gamified savings sessions. Trainline’s “I Came by Train” multi-faceted campaign, exemplified their commitment to sustainable travel. With net-zero and sustainability goals a key priority for organisations in the coming years, it’s a gentle reminder to consider what, how, where and why you deliver campaign messages to suitably reach your organisation’s target audience.

Zero-Party Data: Building Trust and Efficiency

 Lawrence Horne of Ogury discussed the benefits of zero-party data, which allows brands to build trust with consumers, increase campaign efficiency, and improve marketing ROI. He emphasised the importance of engaging consumers authentically and respecting their privacy. Diving into some case studies he focused on the role of zero-party data and consumer data to emphasise how harnessing owned surveys can lead to excellent results in modern marketing.

Unleashing Creative Potential

The “Dirt is Good” global campaign, which started in Brazil, shows how embracing cultural nuances can unleash creative potential and drive innovation. In today’s ever-evolving marketing landscape, understanding consumer data and unlocking consumer trust is a top priority for businesses aiming to stay ahead.

The Power of Creativity

We know that creativity is crucial for driving positive outcomes in client campaigns. Data insights from Lumen Research with WeTransfer demonstrated how positivity impacts actions, with emotion, particularly humour, being a key component of a campaign’s effectiveness. Hiscox’s motion-centric out-of-home (OOH) creative campaign, using flashing GIFs and animations, proved successful in boosting buyer intent, despite the rise in popularity of video storytelling. Using these two examples highlights that there isn’t a formula or method to marketing that ensures creative campaigns hit the mark, but the research, audience analysis and strategic output that generates phenomenal results.

Final thoughts

MAD Fest 24 provided a wealth of insights into the evolving landscape of comms, marketing and advertising. From attention effectiveness and brand building to sustainability and creativity, the festival underscored the importance of adapting strategies to meet the demands of a dynamic and changing market. As we navigate these changes, the key takeaway is clear: creativity and data-driven decision-making are essential in capturing and retaining audience attention. Get in touch with Babel to see how we can help add data-led insights and creative flair to your campaigns in a saturated B2B market, to ensure you stand out from the crowd.