BITE VOL1

HUMANISING TECHNOLOGY

Issue 8 | February 2015

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 “Who you talkin’ to?”: Beagle Street finds creativity in life insurance and Estée

Lauder embraces the twentysomething #QuarterLifeCrisis.

5-7 Expectation to be entertained: Dodge gets centenarians to share the wisdom that

comes with age and Dove redefines what it means to be a man.

8-10 The art of anticipation: Dynamo’s magic touch launches the Fiat 500X and NBC

get the US hyped-up about the Premier League.

TO GET YOU THINKING

11 Fuel your imagination: A light installation that simulates the movement of

sound waves and 100 years of youth culture through photography.

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In August The Mandarin Oriental launched their ‘Selfie in Paris’ initiative offering guests a tour of the French capital’s best selfie spots with a private car and driver, recognising that no one is too superior to selfie. Today it’s easy not to fit into a traditional marketer’s profile, research agency trendwatching suggests a new term — Post-Demographic Consumerism, driven by the widespread adoption of digital tech and an explosion in product and service choice. We’re embracing the freedom to be anything and do anything we want.

At the end of last year Rolls Royce made its debut in racing videogame Forza Motorsport, not your obvious platform for a car whose stereotypical customer base is Alan Sugar (yes he drives one), but then so does Jennifer Lopez, Kim Kardashian and even Lady Gaga. According to the IAB women now account for the majority of video game players and there are more gamers over 44 than under 18. This partnership is not about heritage, it’s about new behaviour.

George Ergatoudis, Head of Music at BBC Radio 1 said in May last year, “If you look at the list of 1,000 favourite artists for 60 years olds and the 1,000 favourite artists for 13 year olds, there is a 40% overlap.” showing that even our musical tastes cannot be segmented. This brings me onto my next customer… born in 1948, grew up in England, married twice, has two children, is wealthy and loves dogs. Ozzy Osborne I hear you say, actually no it’s Prince Charles. A strangely easy mistake to make on paper.

Read on for examples…

“WH

O YO

U TALKIN

’ TO?”

“WHO YOU TALKIN’ TO?”By Kara Melchers

3,000 mentions on social media

5.8m people reached

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THE ART OF LIFE INSURANCE

Ever thought of hanging your life insurance policy on the wall? A written document about the taboo subject of death, surely only for the macabre? Born from the insight that 27% of people have ‘no idea’ where their most important documents are kept, new online insurance company Beagle Street wanted to find a creative way to make sure people never lost their policies. Teaming up with Rose Blake, Supermundane and RUDE they turned their documents into works of art. For Beagle Street buying life insurance is an act of love, ensuring that your loved ones are looked after if the worst happens. Illustrating this concept through art brought the subject of life insurance and Beagle Street to the attention of a much broader audience, where the conversation of death is typically not front of mind.

Agency: The Academy

FACEBOOK CREATE AN ODE TO THE MULTIFARIOUS LIVES OF THEIR AUDIENCE

In their first campaign for the UK, Facebook bring to life their own ad space proposition, which targets interests and behaviour rather than traditional

demographic segments. The TV and outdoor creative uses Facebook’s language to capture the meaning of friendship and celebrate the diversity

of their audience. Agency: The Factory & Mindshare

VW COMMERCIAL VEHICLES DESIGNED FOR PET RESCUEAs a small business owner what and who influences the commercial

vehicle you buy? Decision makers are often family men and women so a partnership with the RSPCA and a nationwide competition for kids to

design the vans used to transport animals gave VW Commercial Vehicles a whole new fan base.Agency: Richmond Towers

ESTÉE LAUDER EMBRACES THE ‘QUARTER-LIFE CRISIS’Origins anti-aging have delved into the deep-rooted concerns of millennials

reminding them that “OMG is that a wrinkle?” should be on their list of insecurities. The digital campaign titled #QuarterLifeCrisis is rooted in a

dialogue that’s already taking place online and includes social media, native content, strategic partnerships, and an app.

Agency: Laundry Service

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This February, an estimated 184 million US viewers tuned in to watch the Super Bowl. This is now the standout event in the American sporting calendar and it has become one of the world’s biggest marketing stages. A 30-second TV spot is reported to have cost $4.5m in 2015, a major financial investment for any brand.

Despite marketers best efforts, in many cases consumers see commercials as interruptions, but Super Bowl ads are different. There are as many conversations about the brand activity as there are about the game itself. The audience is strangely and uniquely receptive to brand messaging. There is an expectation to be entertained.

“A tent pole event like the Super Bowl gives the brand permission to do something a little different,” said Mercedes-Benz Vice President of Marketing speaking to Business Insider. “We don’t want to be that expected brand. It gives us permission to step up.” And they did just that with a modern take on Aesop Fables’ The Tortoise and the Hare.

Our heightened state of excitement at sporting events means we are compelled towards those brands that show humanity and emotion. This year (amongst others) Budweiser bought back the puppy, whilst Nissan showed us how life is better ‘with dad’. The Super Bowl is more than a competition of two US football teams, it is a stage for brands to share their brightest and boldest ideas – and it is the unexpected that will capture viewer imagination.

Read on for examples…

EXPECTATION

TO BE EN

TERTAINED

EXPECTATION TO BE ENTERTAINEDBy Nicky Herbert

21% increase in traffic to Dodge.com

#3on the AdBlitz poll of Super Bowl ads

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DODGE SHARES THE WISDOM THAT COMES WITH AGE

To commemorate 100 years of Dodge, the car brand enlisted the help of some characterful centenarians to share their wisdom on living life to the fullest. The ad features people as old as the brand itself giving real honest advice: “Keep your eyes open and sometimes your mouth shut” and

“Because Life is good, you make it good.”

“FCA US [Fiat Chrysler Automobiles] always strives to do something different, something unexpected yet with a purpose...and this year’s Super Bowl videos are no exception,” said Olivier Francois, Chief Marketing Officer, FCA Global.

The characters bring a certain attitude and a sense of defiance to the brand.

Agency: The Richards Group LA

DOVE APPEALS TO MEN’S SOFTER SIDEDove looks to appeal to the softer side of men with its #RealStrength spot.

The ad is made up of short vignettes showing kids calling out for their dads. The idea was born out of research conducted by the brand on how men now view themselves, citing that 90% of men around the world say that

their caring side is part of their masculinity and strength.Agency: The Marketing Arm

LOCTITE’S FIRST-EVER SUPER BOWL COMMERCIALIn its first ever Super Bowl ad, Loctite - a German glue brand - earned the

accolade for the greatest jump in Twitter conversations expressing a positive sentiment about the brand (according to a Networked Insights report). The

ad reflects the online trend for all things quirky and offbeat.Agency: Fallon Minneapolis

NEWCASTLE BROWN ALE CROWDSOURCES AD WITH 37 OTHER BRANDS

Newcastle Brown Ale successfully builds a parody around the game. Continuing with the theme, an open call was made for brands to

participate in an ad that would be aired regionally (not in the official breaks). Over 400 responses were received, 37 of which were picked for final

spot. “Once again, we proved you don’t need big bucks to build big buzz,” said Droga5.

Agency: Droga5

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EXPECTATION

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THE ART O

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By Katherine Maskell

THE ART OF ANTICIPATION

Our culture is obsessed with ‘new’ says a study by agency Five by Five and Marketing Week, which found 72% of UK consumers are excited by launches. This isn’t surprising when you look at the hysteria surrounding new tech products. Apple, is widely regarded as an expert at building hype. They release just enough information to tease the audience often in a cryptic way to heighten anticipation.

Similarly, the entertainment industry has always been a trailblazer when it comes to creating a buzz around upcoming releases. We can learn from the launch activity surrounding TV shows, videogames and movies. Take

for instance, the unveiling of Bond’s new Aston Martin weeks before filming for the new movie had even begun, grabbing column inches around the globe.

The study also highlighted the consumers’ desire to try something new, 50% of those surveyed pointed to this as a main factor when purchasing a product. Millennials in particular love to be the first to experience something amongst their peers with social media giving them the opportunity to share news or content before their friends.

With new experiences high on consumer agendas, brands are launching more products to take advantage of this. To make a real impact marketers must find innovative ways to create hype that sustains interest long after the launch has passed.

Read on for examples…

240m total reach

4.7mviews to Fiat 500x website

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DYNAMO’S MAGIC TOUCH HELPS LAUNCH FIAT 500X

Fiat needed to create excitement across Europe in the run up to the launch of their new 500X model. According to insight from the brand, their target demographic of couples buying cars together tended to be dismissive of traditional advertising. With this in mind a campaign was put together that created the desire to engage and share. This began with a series of roadshows premiering the world-first virtual reality test drive 360 degree/3D experience film. The film featured Dynamo who added a magic touch to the showcasing of the car.

Using Dynamo’s huge social following, online films and content were then created and shared to help bring to life #ThePowerofX.

The official launch was advertised in press and social, with opportunities for followers to win tickets to the grand unveiling of the 500X, which took place at London’s Olympic Park.

Agency: Krow

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NBC MAKES THE PREMIER LEAGUE A US SENSATIONTo introduce the Premier League to their sports channel, NBC had to create

a buzz around soccer in the US market. Encouraging the American public to ‘Pick A Side’, NBC took over the NYC subway, Times Square and offered

authentic British cab rides to fans. They also introduced Ted Lasso, a spoof American Tottenham Hotspur manager – with the first video he appeared

in receiving 6 million views in its first month. Over 10 million fans ended up tuning in to watch the coverage with a 91% increase in NBCSN viewership.Agency: Brooklyn Brothers

ADIDAS ENTICES GAMERS TO PLAY THE REAL GAMETo launch the Predator Instinct football boots, adidas encouraged gamers

to put down the controller and play football for real. They did this by creating the first real-life video game, with players given laser sensitive shin

pads and hunted by actors with laser guns. adidas seeded video content with hidden codes that when typed into search engines led potential

recruits to a secret platform where they could sign up to the experience. Due to high demand the event was extended by two days and the boots

sold out within 24 hours.Agency: TBWA

CAUSING A STIR WITH BAILEYS CHOCOLAT LUXETo create desire in the build up to the launch of the new Chocolat Luxe

edition of Baileys, Diageo targeted young stylish women via aspirational food, drink and fashion influencers. A partnership with Harvey Nichols led to the creation of a microsite which provided exclusive content and

access to the product before it was available to buy. Timed to coincide with London Fashion Week, ‘Bar Chocolat’ a part-exhibition, part-dining experience was held. Agency: Unity

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

The future of the catwalk, Mirte Maas Walks an Infinite Runway in Barnaby Roper’s new interactive story. Use your keyboard to explore the experience.

bit.ly/1Ar8a7K

Neo is the world’s first truly smart food container, tracking what’s inside and what it means for your health. bit.ly/1sLBLHk

Located in Hiroshima, Japan, Ribbon Chapel designed by NAP Architects boasts panoramic views from its two intertwining spiral staircases. bit.ly/1BrIvOC

Design studio Chevalvert unveil Murmur Whispers, a light installation that simulates the movement of sound waves.

bit.ly/1Gt7saP

From the streets of South London to the glitz and grit of New York, explore the past 100 years of youth culture in new exhibition We Could Be Heroes.bit.ly/1AJATUd

Receive a surprise present in the post every month from NOT-ANOTHER-BILL and get introduced to great artists, designers and brands.

bit.ly/1Gt8iVa

PHOTOGRAPHY

DESIGN

ARCHITECTURE

MUSIC

FASHION

TECHNOLOGY

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