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
Lidl
brightcove.createExperiences();
Lidl along with its German retail cousin Aldi is finding its feet fast in the UK. From being the new(ish) kids on the block known only for being cheaper than the rest they are now broadening the positioning palette. Lidl has unveiled a £20m brand campaign that will run over the next six months and focuses on the quality of the discount grocer’s food.
The ad features the reactions of customers to the quality and price of the produce and their surprise when, upon making a purchase, they discover it is all from Lidl. Speaking at an event this week, Lidl’s UK managing director Ronny Gottschlich says the campaign is part of a new marketing approach by Lidl to portray a “more modern” retailer that will engage with its customers in a softer, “less Germanic” way. The aim, he says, is to let the customers do the talking and it hopes that can change people’s perceptions of the discounter.
GOOD WEEK FOR
PADDY POWER
The bookmaker reported a 35 per cent year on year increase in new online customers to 795,000 in the first-half of 2014. It was quick to point to the “exceptional” World Cup marketing activity as a driver. The brand was also keen to stress there was no increase in marketing costs per new customer. It ran a number of PR and advertising pushes during the World Cup to “own the conversation” around the tournament. All were based on “informed insights”, it said. It was not an unblemished week though. Despite the customer gains, operating profit fell 14 per cent year on year to €60.1m in the first half. “Punter friendly” results in racing and football were blamed.
BAD WEEK FOR
Macmillan Cancer Support
The charity was forced to defend itself against accusations it hijacked the social media campaign #IceBucketChallenge. In case you have missed it, the viral campaign has seen millions pour a bucket of iced water over their head to raise awareness of and money for charity. The campaign is thought to have started in the US, where it was aimed at raising awareness of ALS, known as motor neurone disease in the UK. Macmillan has been criticised for jumping on the trend and taking the spotlight away from smaller charities. Bloggers on Mumsnet have called Macmillan’s actions “underhand” and “unethical”. The charity has defended itself in a blog post, claiming it was simply looking to amplify the actions of its supporters, who were already taking part in the campaign and donating to the charity.
INTERNATIONAL NEWS
Guinness Africa – Guinness teams with Kanye West for Made of Black ad
This week Diageo launched a Pan-African campaign for its Guinness brand with a four-hour takeover of the MTV Base channel. The #MadeofBlack campaign, created by AMVBBDO London, centres around an ad celebrating “Black” as more than a colour, but a “mindset and way of life” and is set to the soundtrack of Kanye West’s Black Skinhead.
Ricky Gervais stars in Orange is the New Black (in Netflix ad)
Ricky Gervais cemented his place in the US comedy establishment this week by starring in a Netflix ad that ran during the prestigious Emmy Awards. Gervais adopts the role of “superfan” of the service and its original programming. The comedian is seen conversing with characters from Netflix produced shows House of Cards, LillyHammer and Orange is the New Black.
ONE TO WATCH
Video apps
Rivals Vine and Instagram both launched updates in recent days that will make it even easier for marketers to create videos made for mobile.
Vine kicked off proceedings with an update, allowing users to upload videos from their camera roll and other apps for the first time.
That update was soon followed by Instagram launching the standalone Hyperlapse app, allowing users to take time-lapse videos with added image stabilisation.
TWEETS OF THE WEEK
@robblackie_oo – OgilvyOne director of social on the launch of Twitter’s analytics tool for users
Twitter analytics lead me to a new rule of thumb. 10 FB fans = 1 Twitter follower for reach.
@AbiComber – global head of marketing at British Airways on receiving her Marketing Society fellowship award
Thank you @TheMarketingSoc for my fellowship award. Rather overwhelmed
@eksimon – We Are Social Asia managing partner on retargeting
Re-targeted ads need a feedback option to let you inform advertisers that you’ve already bought the product
@NeilRetail – Conlumino managing director on ‘guilt aisles’
I hope M&S continues to sell sweets at checkouts and resists the sweeping tide of the health dictators. Long live Percy Pigs!
DATES FOR YOUR DIARY
- 4 September The Co-operative Group reports its half-year results. In February the embattled retailer asked its customers to help develop its new brand positioning following a series of crises that saw the near failure of its banking business and the Group plummet to a £2.5bn loss. It is likely the company will provide an update on the response.
- 5 September IFA, the annual Berlin consumer electronics show, opens its doors. Expect big announcements from Sony, LG, Motorola and Samsung.
