By Tony Connelly Nivea suffered an embarrassing marketing fail after its decision to stage a pre-game haka at a recent AC Milan match backfired on social media. The Beiersdorf-owned cosmetics giant staged the marketing stunt prior to AC Milan’s home fixture against fellow Serie A side Carpi when actors dressed as Milan players walked onto the pitch and performed their version of the haka which was dubbed the “Tekitanka”. The electronic advertisement around the stadium promoted the stunt under the banner ‘Men, this is your ritual’ alongside the #Tekitanka hashtag. The fake team even had their own manager, J. Maori; a not so subtle nod Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer Specsavers has appointed WPP agency Possible London as its digital user experience and design agency as it looks to improve its customer journey experience. The agency beat R/GA and Huge in a pitch process and has been briefed to apply service design to create the “next evolution of digital services” across all of the Specsavers channels. “We were very impressed by the experience and talent available in the Possible team,” said Richard Holmes, group marketing director, Specsavers. “Their knowledge of the digital space and the passion they showed for the brand and our business was evident throughout the process. They Read full story › Source: The Drum...
Read MoreBy Katie Deighton Brands need to be “waking up” up to the potential of bots and be aware of sensors, the cloud and machine learning as we approach the “fourth industrial revolution”, Microsoft’s UK chief marketing officer told The Drum. Paul Davies, who spoke on the Advertising Week Europe panel dubbed ‘How smart cities will transform advertising’, explained how Microsoft is already looking to an automated, connected future when designing and collaborating on innovations. “We have an app experience for people who are visually impaired, which is powered through bluetooth sensors to help them walk around all the way, through an electric car sharing company Read full story › Source: The Drum...
Read MoreBy Tony Connelly Speedo has partnered with Olympic and Commonwealth swimmers for its Dive In campaign which aims to promote fitness with free swim fit sessions. Olympic 200m breaststroke silver medallist Michael Jamieson joined Commonwealth 200m individual medley champion Siobhan-Marie O’Connor and Britain’s 200m freestyle swimmer James Guy to launch the Dive In. With the campaign Speedo is aiming to align its brand with healthy living by offering 10,000 adults, free free 60-minute swim fit sessions at 50 pools nationwide. The initiative was launched off the back of new research from Speedo which revealed that one in three swimmers could not swim more than four lengths Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer Starbucks will soon be targeting its consumers with real-time personalised offers across its entire digital offering after seeing targeted promotions help boost the success of its loyalty programme. The coffee company said existing technology had constrained its ability to target consumers in the moment, however it has been testing out new ways to serve up “significantly improved targeted communications” to individual customers based on their specific tastes and interests. “Over time, we will expand this capability to a more robust mobile app centric model that enables us at the very moment a customer orders to provide relevant suggestions and recommendations and, when Read full story › Source: The Drum...
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