The Drum Awards Festival - Extended Deadline

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By Jennifer Faull, Deputy Editor

June 18, 2014 | 2 min read

What does a marketer have in common with the powerhouse that is Las Vegas? The ability to predict human behaviour, according to magician Dynamo and Brave managing director Ash Bendelow.

Speaking to The Drum after their Cannes Lions session which looked at what brands can learn from Vegas, Bendelow said: “People have a preconception about what goes on in Vegas. What we really tried to lift the lid on is how sophisticated the marketing machine is [there] and try to disrupt people’s opinions on what it is they do.

“Real-time advertising and data are huge talking points just now, but Vegas have been pioneering these things for a number of years. But because it is Vegas and they are a law unto themselves, people just aren’t aware of it,” he said.

The session saw Dynamo illustrate the point that with data it is possible for a brand to know you better than you know yourself. He made a series of predictions for the whole audience, which of course came true, to demonstrate just how predictable people can be.

Dynamo said this is what Vegas does well on a daily basis: “It knows when you’ve lost £100,000, but they also know you’re a Justin Beiber fan and will get the concierge to give you VIP Justin Bieber tickets. It’s about customer relations and knowing your audience. With that huge database - they do.”

Dynamo and Ash also discussed the Panasonic series of short films they made together and why social reigns as one of the most important tools to cutting straight to what an audience wants.

Cannes Lions Las Vegas Brave

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