The Marketing Week
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
CAMPAIGN OF THE WEEK
Video: Adidas – The Return of Stan Smith
https://www.youtube.com/watch?v=PU7vuA6Qgtc
Adidas flexed its creative chops this week to celebrate the global return of its Stan Smith trainers. The range was axed in 2012 but fan support for the brand forced it to be only a short-hiatus with Adidas re-introducing the classic show through a star-studded push.
An online series, dubbed “The Return of Stan Smith”, features the 70s tennis star the shoes are named after alongside celebrities such as Will Arnett and Sky Ferreira talking about their first pairs of Stan Smiths. The videos are backed by a social media competition for fans to win a pair of personalised Stan Smiths with their picture on the tongue.
GOOD WEEK FOR…
ITV
Much has been made of the opportunity for second screen advertising but there has been little concrete evidence of its success. Now ITV is heralding it as the “new advertising medium” following campaigns from brands including Asda, Strepsils and Specsavers on the X Factor app last year.
The broadcaster says ads on the app generated an average 43 per cent engagement rate and 14.3 per cent click-through rate. ITV is now exploring how it can extend the opportunity for second screen advertising onto its website and other content assets such as the World Cup.
BAD WEEK FOR…
Magners
Magners is feeling the pressure as its sales slump in the face of competition from rivals such as Kopparberg and Strongbow.
For the first time in a decade volume sales of the cider brand were down, falling 13.5 per cent. Owner C&C said its other cider brands, including Gaymers, also saw declines. The firm is losing market share as competiton rises and amid a broader downturn in the UK cider industry, which saw sales decline 2 per cent.
Magners has revamped its packaging twice in the last two years, last time in a bid to recapture the “spontaneity and sociability” it had when it first launched. Next up is a marketing push to promote its flavoured ranges and a return to focusing on authenticity and heritage, important as the market skews towards more premium drinks.
INTERNATIONAL NEWS
Duracell
Video: Duracell – Trust the Power Within
https://www.youtube.com/watch?v=u2HD57z4F8E
An emotional ad from Duracell putting a spotlight on the struggles of Derrick Coleman, the NFL’s first deaf offensive player, has gone viral in the past week, racking up more than 5 million views on YouTube.
The “Trust the Power Within” campaign takes viewers through the life story of the Seattle Seahawks fullback and demonstrates how using Duracell hearing aid batteries on the field has helped him play at the highest level, despite the many obstacles he has faced.
ONE TO WATCH
Earlier this week Twitter announced it would allow marketers to make their advertising even more targeted by expanding its Tailored Audiences product beyond to include email addresses and Twitter usernames.
Twitter says the update means marketers will be able to better define groups of existing and potential customers by choosing to create tailored audiences using their existing CRM databases or by using public information on Twitter (such as a bio, amount of followers and tweets) to identify new customers.
Users can opt out from the targeting by unchecking a box in their privacy settings on the site.
TWEETS
@PatrickGoss – editor in chief of TechRadar UK
on the news that Huawei has signed a sponsorship deal with Arsenal
Surely it should have been Newcastle that signed up Huawei as official smartphone supplier and not Arsenal. Missed opportunity…
@DanBryantSW4 – PR manager at D&AD
on a potential new FA Cup sponsor, following news Budweiser is set to step away from its association with the competition
What are the odds it’ll be one of the high street bookies? They’ve already suffocated all live TV coverage…
@ChrisHewitt – Empire magazine news editor
thinks it’s back to the drawing board for TfL’s creative agency
Only TFL would run a poster campaign announcing they’re on Twitter…and leave off their Twitter handle.
@CaitlinMoran – columnist
wonders whether it’s already time for EE to think of a rebrand
I find it difficult being an EE customer, as I pronounce it “EEEEEEEEEEEEE!” in my head and it takes up a lot of time.
@AndyNairn – founding partner of creative agency Lucky Generals
never one to miss an opportunity for a pun
I’m developing a campaign for some herby sausages. Working end line: “It was the best of times, it was the wurst of thyme.”
DATES FOR THE DIARY
21 January Edelman releases its annual Trust Barometer. Last year the report revealed the level of trust consumers had in businesses was on the up, despite the slew of negative headlines about tax avoidance hitting many companies. But will events such as the horsemeat scandal have rocked businesses in 2013?
23 January Easyjet, fresh from announcing passenger numbers were catching up with its rival budget airline Ryanair, will report its interim financial results for its first quarter.
24 January Starbucks and McDonald’s will both report their quarterly financials. Will a drop in footfall on the high street over the festive period have had an effect on the coffee and fast food chain’s revenues?
24 January Find out how the FMCG industry is performing as P&G and Kimberley-Clark also report their quarterly financials.
