Tubi - Tubi Cannes 2024
Campaign Date: 2024
Challenge
Create an innovative, stand-out space on the Croisette for Tubi to win the hearts and minds of CMOs and engage, connect and collaborate with key creative & marketing influencers.
Insight + Strategy
We applied B2C thinking in the B2B World.
The B2B audience’s ability to influence change and commercial value is often significantly higher than B2C, yet sometimes misses out on the respect and glory.
Our approach channelled the disruptive, dynamic and creative energy of the Tubi brand to stand out from a sea of same that the Croisette can become.
Expectations are high on the Croisette and people want to be surprised and see the best of what the industry has to offer. We had to make a scene to capture the attention of this hard to reach, in demand audience of CMO’s and decision makers. To make them feel comfortable, seen and heard. We know creating experiences with novelty is important to making people feel fully enthralled and excited by the brand - it also triggers their curiosity to learn more, engage and want to have more conversations.
So, to really stand out on the Croisette, Tubi needed to do what it does best: (respectfully) throw people down a rabbit hole designed specifically for them and cater to their every need.
Solution
Introducing...Club La Croisette.
The Tubi Cabana at Cannes was a multi-functional space designed to welcome creative conversations and drive authentic connections.
Paying tribute to the spirit of the disco era, Club La Croisette showcased a time of creative explorations that sparked connections and conversations that shaped culture for decades to come, but with a modern and just the right kind of weird Tubi twist.
It was a novel and impactful aesthetic that pushed every boundary of what’s possible within a cabana footprint to stand out in that sea of same, ensuring Tubi’s guests were provided plenty of respite from the heat and chaos of Cannes Lions week (IV drip anyone?). From business meetings, to thought provoking panels, to cocktail hour on the terrace - the Tubi Cabana sparkled all week against the backdrop of the Cote D’Azur.
As a hub for free expression, and built for a community of original thinkers, the Tubi Cabana hosted a lineup of cultural architects including Business Leaders, Brand Marketers and Creative Visionaries. Visitors were invited to engage, connect, and get inspired by spirited discussions that push the boundaries of creativity and commerce.
Across the 4 days of packed panel sessions, set against the backdrop of a stylish 70s disco inspired cabana, guests heard how Gary Vaynerchuk is reinventing brand storytelling, found out Liquid Death’s secret marketing sauce, and joined Issa Rae and Myles Worthington to explore how storytelling is being democratized like never before.
Results
- 100% of respondents would recommend the Tubi Cabana at Cannes
- 95% overall satisfaction
- 45k+ LinkedIn Impressions
- 877 total programming attendees
- 25+ meetings held at the Cabana
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
