How is it almost October already? It’s been a while since we last posted a round-up of ‘what we’ve been talking about’ so this is an extra special edition. It’s a little longer than the last one but we’ve kept each topic short and sweet. Happy reading!
1. Recent Initiative work
Jeremy Clarkson fronts Amazon's new Fire TV ad
We have just launched Amazon’s new Fire TV ad which features former Top Gear host Jeremy Clarkson. The campaign claims that Amazon’s Fire TV stick is so good Jeremy Clarkson decided to donate some to our good old friends in Europe. The campaign is also live in Cinema, VoD, online video and social.
Amazon Fashion launches first-ever UK TV advert
This month we launched Amazon Fashion’s first ever TV campaign. The advert, which features the tagline “Delivering Fashion”, sees models dressed in clothes available on the website delivering Amazon-branded parcels to homes. The campaign is also being supported in Print, Social, VOD and Online Video.
Continental Tyre's #Contiquiz
We put Continental Tyres at the centre of online football conversation during UEFA Euro 2016 through the launch of #ContiQuiz.
We took to twitter to ask fans difficult data-based questions about the previous tournament such as ‘How many passes were completed at UEFA Euro 2014?’ Fans who tweeted the correct answer were entered into a draw to win VIP hospitality tickets.
We broadcasted the competition across the UK on matchdays through premium DOOH sites like JC Decaux’s Waterloo Motion. By partnering with Grand Visual and Squawka, we were able to pull live twitter feeds and Opta football stats onto the screens and visualise the data, in real time. See the full write-up here.
Amazon’s use of interactive VOD
We helped Amazon to launch their first ever interactive VOD campaign, allowing them to enhance the online shopping experience for their consumers. We worked with Innovid to transform their video creative into a shoppable experience, pulling in live pricing from Amazo.co.uk
Make sure you take a look at it here
2. Media News
Instagram has a new update where you can post live stories. An equivalent move that Snapchat made was ‘Memories’ where you can store and save till a later date. Brands are finding a new form of using Instagram by this new update such as alcohol brands to show cocktail ingredients and new clothing seasons. Nike managed to generate 800,000 views in 24 hours vs. its best performing video on Snapchat with 66,000 views.
UK's first ever 'pop up newspaper'
In response to the Brexit vote, Archant launched the pop-up newspaper ‘The New European’. The pro-remain paper went from drawing boards to newsstand in just nine days. Its initial four-issue run extended off the back of the better-than-hoped start and is still running today.
The Sun releases Popcorn magazine to support sky cinema
The Sun claims that the magazine, with a circulation of 2.4 million will become the largest film title in the UK. The first magazine was released on the 16 July and releases every month. The 28 page magazine has brought around 75% of the readers an enhanced experience in the cinema and on TV.
The rise of vertical video
It’s no secret that video is becoming a more prominent feature on media plans and this is especially the case for mobile. That’s no surprise when reports show that more than half of online video viewing is done on a mobile device.
Conversation however has recently turned to vertical video. It was Snapchat that first took advantage of the fact that users watch videos vertically on mobiles and they have seen nine times higher completion rates of full-screen vertical video ads versus horizontal mobile video ads.
Research conducted by Verivid has also shown positive results from running vertical video. They saw that purchase intent increased by 80% and that the format is 18% more likely to generate positive brand perception.
4. Tech / innovation
Facebook prove impact on FMCG sales
Facebook has tied up with Dunnhumby to create a powerful joint dataset, offering marketers a way to measure a campaign's effect on sales offline as well as online.
Facebook’s data comprises information on which users have seen particular brand ads, while Dunnhumby’s includes anonymised Tesco data. The upshot is that the pair can determine whether a set of users who saw a brand campaign then went on to buy its products.
This new information gives advertisers a better proof of ROI and measureable way to test elements including creative, format and frequency. In one test, a premium FMCG brand tested six different creative executions on mobile to work out which worked best. The winning creative resulted in a 10% sales uplift.
5. Case studies
Marie Claire’s new beauty shop Fabled
Marie Claire have opened their first beauty store on Tottenham Court Road in an attempt to expand its remit beyond publishing. The store is made up of two floors of beauty, skincare and hair care brands. There is also a dedicated website for which it has teamed up with Ocado to handle delivery.
Ikea DIY Dinner Party
Want a dinner party but don’t want it in your own home? Ikea has opened a DIY dinner party space in Shoreditch where you can do the cooking but you don’t have to worry about the after mass of the dreaded dishes.