By Rebecca Stewart The UK government spent £70,000 on a Snapchat Filter campaign designed to highlight the dangers of drug driving. Foregoing the messaging app’s popular ‘Rainbow Sick’ and ‘Face Swap’ filters, the Department for Transport used the platform for the latest iteration of it’s Think! public health initiative. The campaign cost was revealed by BuzzFeed News following a freedom of information request, which showed that the filters accounted for five per cent of the government’s total ad budget for the anti drug-driving project. Running in March, the filter invited users to put themselves behind bars to show how easy it is for Read full story › Source: The Drum...
Read MoreBy Jo Coughlin In an ever changing marketing landscape, brands are looking at alternative approaches to engage a hard to reach consumer. As a result, we’re seeing the growth of partnership marketing as it earns its place amongst the marketing mix as a more engaging, effective and innovative marketing tool. This was the subject of the IPM’s recent conference on Friday 22 April, which was hosted in conjunction with the UK Partnership Panel and chaired by Mediator Communications‘ managing director, Tara Honeywell. Everyday consumers buy into brand propositions and those that resonate most are where great brands, Read full story › Source: The Drum...
Read MoreBy Jessica Goodfellow Dove, Unilever’s personal care brand, unveiled a first-of-a-kind responsive ad in Times Square in April, which saw a digital billboard react to live changes in the weather. The campaign, created by Havas Helia, saw Dove’s real woman, Alice, address passers-by while checking for rain. When the rain started, weather-sensors activated new creative on the billboard to show Alice in Dove’s ‘biggest shower ever’, promoting Dove’s body wash. The intention of the campaign was to raise awareness of the Dove brand in a contextually relevant way, by combining media, technology and hyper-accurate weather data from Forecast.io to create an ad that responds to Read full story › Source: The Drum...
Read MoreBy John Glenday Anheuser-Busch InBev has volunteered the disposal of SABMiller’s Central and Eastern European brands as it seeks to ease its planned merger past the European Commission, which has voiced competition concerns. This would see SABMiller offload its Peroni, Grolsch and Meantime brands in addition to interests across Czech Republic, Hungary, Romania and Slovakia. In a statement AB InBev said: “These assets include a number of top brands in their markets and are expected to attract considerable interest from potential buyers.” Alan Clark, chief executive of SABMiller, added: “We are very proud of these businesses, their brands and the people that have made Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny Ad blocker consideration is on the rise, according to a survey by Unruly and Mindshare, as 90 per cent said they’d consider downloading technology to block ads if they were seeing too many, or if the ads became “too creepy”. The two businesses have responded to the threat, announcing ‘The APAC Future Video Manifesto’, a guide that aims to help brands learn how to improve the state of their advertising in order to prevent the increase in use of ad blockers in the region. Phil Townend, Unruly APAC managing director, said: “Our survey highlights some of the huge challenges facing the ad Read full story › Source: The Drum...
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