In this week’s edition of the Epsilon weekly round-up, we take a look at three icon brands: Nike, Aero & Stella Artois, as they reach new heights with their latest campaigns. We also explore industry predictions & trends.
A year almost in review
Autumn 2018 has arrived and, as with this change of season, digital marketing software company, Choozle, are putting last year’s predictions to the test and seeing whether or not the 2018 industry forecast came to fruition. In a survey of over 500 American consumers, Choozle found that while the year was mostly in line with what was anticipated, some interesting facts were still found. Case in point, consumers’ aversion to video advertising.
Choozle’s study showed that despite Cisco stating that by 2020 “videos will make up more than 80% of all consumer internet traffic”, 72% of consumers do not prefer video advertisement over any other kind.
The survey results, available as an infographic here, also uncover consumer truths on personal data, behaviour, privacy.
How’d you like them apples?
Credit where credit is due, American brewing company, Anheuser-Busch, have undoubtedly knocked it out of the park this week with the release of their latest Stella Artois campaign video, Meet the Ultimate Connected Device.
The video, which boasts the features of the Stella Artois chalice, – a 100% wireless, touch-activated device, designed for human facetime to make every connection better – aims to speak to audience’s conflicting need to acquire new technology while, at the same time, wanting to regress from it.
The clincher on this juxtaposition? The 60-second spot, which will be distributed as part of a highly-targeted social campaign, will run simultaneously alongside Apple’s latest release of their ultimate devices, the iPhone XS Max and the Apple Watch.
Source: The Drum
After a six-year break from the small screen, Aero has returned to form with their latest TVC. Aero owner and chocolate giant, Nestlé, worked together with agency, JWT London, to build the Bubblephone.
The Bubblephone is a gramophone hybrid that, when combined with a jacuzzi of chocolate, not only creates bubbling confectionary but also advertising magic. JWT took on the challenge to actually build the invention and film the video in real time – a refreshing step away from the computer-generated imagery world we’ve come accustomed to.
Magic, but no easy task, on the video JWT creative director, Jo Wallace said “capturing the bubbles for real, in camera, was as complex and challenging.” Still, Wallace says, the hard work paid off. “The team, like the best bubbles, all rose to the occasion and their incredible attention to detail has resulted in a stunning piece of bubbly magic.”
Nike just do it again
Known for pushing boundaries in both design and aesthetic, Nike went one further this season with the release of their latest Just Do It ad campaign. The minute-long video, which features a host of sports stars, some you will know and some that you should get to know, is anchored by Colin Kaepernick – a former NFL player and activist, who famously knelt during the American national anthem in protest against racism in the US.
This choice was a bold one, even by Nike’s standards, however it has, in the end, paid off. After weeks of outrage, boycotting, and backlash Nike has come through the other side and stocks have officially recovered from the initial dip and the world, once more, is falling at the feet of the sports brand.
“Our attention spans being shorter than a goldfish’s is a grossly inaccurate rumour.” Vice president of marketing at Prezi, Nadjya Ghausi, attempts to put an end to this widely-believed misconception after the presentation software reveals the results of their recent study, 2018 State of Attention Report. The UK study, which included 2,000 working professionals of varying demographics aimed to measure the effectiveness of content and presentation against perceived dwindling attention spans.
The three key takeaways are as follows:
- Participants of the study, in fact, showed to have increased attention spans, however, they are much more selective of the content they consume.
- Engaging an audience comes down to the use of two basic points – compelling storytelling and emotive visuals.
- Attention spans aren’t dwindling, but multitasking – i.e. checking emails during meetings – does cause it to drop.
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