At the end of 2015 we sent around a newsletter to showcase some of the work from that year that inspired us, along with some highlights of what’s been going on in the industry.
In a similar vein, we’ve put together a snapshot of what we’ve been talking about this year so far.
Happy reading all!
ITV’s Knitted ad break
On the 18th December ITV ran the first ever knitted ad break during their annual Text Santa charity show. Amazon Prime, British Gas, BT, and Nationwide were just some of the brands to have ITV Creative’s team transform their ads into a knitted version. ITV, who chose Christmas Jumper Day to air the break, were said to have taken their inspiration from the acclaimed The Lego Movie ad break. They also funded neuroscience research that showed the spots enjoyed a ten per cent jump in long-term ad recall.
Lynx’s ‘Find your Magic’
Lynx's new campaign encourages men to throw off the shackles of conformity, as the brand seeks to a champion individual masculinity and embrace individuality. This is an obvious change of direction from their ‘Lynx Effect’ campaign, adapting their message to be relevant in the current marketplace.
Citroen’s Mosaic Billboard
Citroen unveiled the UK’s first ever mosaic billboard to promote their C4 Cactus Marque. 2,500 toy models formed a picture of the car model. Shoppers in Birmingham’s Bullring shopping centre were able to take home the models and enter into a prize draw.
Amazon win pick of the week (4.2.16)
Amazon's new Thought it Bought it TV ad won Pick of the Week in Campaign magazine. The ad is based on the behaviour of ordering something on the Amazon app after seeing subtle lookalike reminders in everyday life.
Benetton’s Ethnic diversity campaign
Benetton's latest ‘The Face of the City’ campaign celebrates the racial and cultural diversity of the world's fashion capitals by creating composite images comprising the faces of several ethnically diverse models. The idea was built on research into the racial make-up of each capital city. The ads were created using an algorithm which ensured that the proportion of each ethnicity was reflected.
Turkish Airlines sponsor Batman vs. Superman
Turkish Airlines are sponsors of the hotly anticipated Batman vs. Superman film. They have created spoof tourism ads for Gotham City and Metropolis - fictional locations in the film. The creative stars Ben Affleck and Jesse Eisenberg (Bruce Wayne and Lex Luthor). Initiative planned the media activity with supporting TV, cinema and OOH activity.
Universal Music link OOH ads to radio
Universal Music partnered with Outdoor Plus sites across London to give commuters real time updates on when an artist or band played on Capital FM. A dynamic feed provided by UniLED linked Capital studios to Outdoor Plus sites and allowed them to promote their music acts.
Closure of Independent
The Independent announced the closure of their weekly and Sunday titles, embracing an exclusively digital future. The owner commented “we faced a choice: manage the continued decline of print, or convert the digital foundation we’ve built into a sustainable, profitable future.” The last editions are expected to be published in the last week of March, with Johnston Press buying out i newspaper.
Launch of The New Day
On the 29th February Trinity Mirror launched a brand new national title called ‘The New Day’. The Monday - Friday title aims to target lapsed newspaper readers and the current mid-market dominated by Daily Mail and Daily Express. It is targeting a circulation of 200,000 (although they are reportedly only hitting 90,000 at the moment) and is available from over 40,000 retailers. The paper is available for 50p and has been likened to a magazine format with a feel-good, colourful, sub-editorial confection that lives up to its promise to be a novel addition to the newsstand.
Women’s weeklies fall 11.4%
Women's magazines six-monthly sales of weekly titles were down 11.4% YoY with monthlies including Vogue and Glamour also seeing significant falls. That said, there were a few successes, namely Hearst’s Cosmopolitan who enjoyed a 57% surge in circulation pop and OK magazine who grew by 38% pop.
Planet of the apps
There are more stats out there to demonstrate the dominance of mobile than you can shake a stick at the moment but what is perhaps more interesting is what people are doing with their phones. Data from Flurry Analytics shows that we now spend 80% of our time on mobile on apps. And that we spend half our app time on just one of our favourite apps. Messaging apps like Whatsapp are driving this with 900m users globally who use it for just over 3 hours a week on average.
Commercial radio overtakes BBC
The latest Rajar figures show that the number of people tuning in to commercial radio each week has overtaken those listening to BBC stations for the first time in 15 years. Radio listening remains high with 90% of the UK population tuning in and commercial radio now reaching 35.1m listeners each week, up 2.2% YoY.
BBC 3 moves to online-only
Following a shift in viewer trends, television channel BBC 3 has opted to become an online-only viewing platform. Programmes and other content, such as animations and short films, will now be available via the channel's website and the BBC iPlayer.
Downton Abbey breaks records
The Downton Abbey Christmas special drew a record 4 million viewers on catch-up, giving it a consolidated audience of almost 11 million.