Posts made in December, 2019

on Dec 23, 2019

By Charlotte McEleny Earlier this year, Decathlon opened Hong Kong’s largest sports store, with a multi-channel campaign that led to one of the brand’s most successful openings in APAC. Decathlon Tseung Kwan O, opened in June this year, used a variety of channels but the decision to use location technology for its programmatic activation helped the brand pull in customers at the last step, driving over 150,000 visitors in the first weeks. Benjamin Darde, marketing lead for Decathlon Hong Kong, tells The Drum that while the campaign consisted of many layers of activity, the location aspect was key to push Read full story › Source: The Drum...

on Dec 23, 2019

By Shawn Lim Twitter has unveiled its list of most creative launches in Asia Pacific by brands on its platform. Brands like mobile manufacturer OnePlus, Uber, Sportsbet, Oppo, Spotify, Xbox were found to have found the right formula to generate buzz with the launch of their products on Twitter. Here are their launches: OnePlus The Chinese smartphone manufacturer was awarded “Best Purpose Driven Launch” for partnering with World Wildlife Fund (WWF) India and Twitter India to celebrate the 1,500th-day anniversary of its proprietary operating service Oxygen OS. As part of the celebrations, OnePlus launched a call-to-action across India where it pledged to plant a new tree in Read full story › Source: The Drum...

on Dec 20, 2019

By Wojciech Bednarz 2020 will be the year we see further democratisation of machine learning tools and a lower point of entry for their usage. This will make this area of data science even more commonplace not only among top tech companies, but also small and medium-sized businesses across various verticals. However, one aspect which is potentially underrated when looking at the big trends, in terms of the future of data science, is around language frameworks used to make the everyday data science tasks possible. Today, there are two major frameworks, R or Python (or in more pragmatic data science circles, both!). One is Read full story › Source: The Drum...

on Dec 20, 2019

By Imogen Watson As Chelsea FC prepares for two London derbies over Christmas, it has taken a moment to generate hype overseas, in the hope of drawing in larger TV audiences. Building on the club’s ‘Pride of London‘ positioning, ‘All Eyes on London’ is the first in a series of brand films Chelsea has commissioned Dark Horse to produce. The agency has been tasked with responding to key cultural moments throughout the second half of the 2019/2020 playing season. While the 2018/2019 Premier League season pulled in an average game attendance of 38,484 people, Read full story › Source: The Drum...

on Dec 20, 2019

Marketers are spending ever increasing sums on digital advertising in order to increase brand salience and brand affinity, including $30bn spent on digital video alone in the US this year. As brand marketing budgets continue shift from offline media to digital channels, questions are raised about the efficacy of new channels and formats. Over a hundred years ago, John Wanamaker famously stated “half the money I spend on advertising is wasted, I just don’t know which half.” But is this still true today? Has the promise of more attributable, efficient advertising spend been realised, or are most of us still spending with Read full story › Source: The Drum...