BITE VOL1

HUMANISING TECHNOLOGY

Issue 9 | March 2015

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 Better together: Skype collaborates with Victoria Beckham to inspire young fashion

designers and Chivas partner with Saville Row to reach the style concious gentleman.

5-7 50-UP: Louis Vuitton put a 66 year old icon at the heart of their campaign and

Playtex connect with the ‘ageless generation’ through social media.

8-10 Let me entertain you: Bacardi and Jamie Oliver launch cocktail making channel

DrinksTube and Barclays engage football fans with emotive films.

TO GET YOU THINKING

11 Fuel your imagination: An art exhibition for the visually impaired and an

animation that challenges the traditional athestethics of gaming.

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Partners are often found in unexpected places - Notonthehighstreet.com found theirs on the Underground. They recently sponsored the Baby on Board badge and created a bespoke catalogue as part of a partnership with TFL.

Sometimes your perfect partner can be from the other side of the tracks. In July last year Sotheby’s, the high-end auction house partnered with eBay, home of the 99p bid. “Sotheby’s is one of the most respected names in the world. When you combine its inventory with eBay’s technology platform and global reach, we can give people access to the world’s finest, most inspiring items – anytime, anywhere and from any device,” said Devin Wenig, President of eBay Marketplaces.

Great partners complement each other by bringing something equally important to the relationship. To quote IBM on their recent partnership with Apple, “It brings together the analytics and enterprise-scale computing of IBM with the elegant user experience of iPhone and iPad to deliver a new level of value for businesses.”

Brands have more to bring to partnerships than they used to – a community of users, social media followers or even their own content platforms. By teaming up with Spotify, Uber has enabled customers to choose the soundtrack to their ride whilst growing both communities. This month Uber aligned with UN Women, pledging to create 1m jobs for women drivers by 2020. A move that not only grows the brand on a global scale but also accelerates the economic opportunity for this gender.

A successful relationship is not always obvious on the surface, it’s what’s underneath that really counts. A partnership built on truth and authenticity rather than money can make both brands stronger together.

Read on for examples…

BETTER TOGETH

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BETTER TOGETHERFinding that perfect brand partnerBy Kara Melchers

4m visitors

400m social media impressions

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BETTER TOGEH

ERSKYPE GETS COLLABORATIVE WITH VICTORIA BECKHAM

Since launching 10 years ago Skype has evolved into a sophisticated collaboration tool, however it is still best known for video calling friends and family. Skype wanted to demonstrate its capabilities to a younger, tech-savvy audience.

To showcase the lesser-known features, a new editorial platform was designed to inspire and enable young creatives in the fashion industry. This demonstrated how the technology can help support their creative ambitions.

In just three months an in-house editorial team created hundreds of exclusive articles, interviews, behind-the-scenes videos and insider tips to give emerging talent a unique insight into the world of fashion. This included an exclusive partnership with global icon Victoria Beckham. Skype has been integral to the rise of her eponymous brand, helping her to work between the UK and US. Her fashion story was brought to life as a documentary, which crossed into real-time via Skype giving fans the opportunity to interact with Victoria and her team during New York Fashion Week.

Agency: Sunshine

GENTLEMEN OF SAVILLE ROW DRINK CHIVASChivas and Saville Row create the perfect partnership for the Modern

Gentlemen. With a heritage stretching back to 1801, premium scotch whisky Chivas Regal wanted to engage a younger style-conscious audience.

Over the course of a year the campaign was brought to life through a series of exclusive experiences, films, photo essays and social content, with the

likes of GQ, Lord’s Cricket Ground and some of the UK’s most infamous style commentators and celebrities.Agency: Kameleon

VICTORIA PENDLETON IS #SWITCHINGSADDLES FOR BETFAIR

The ultimate challenge for the ultimate athlete, Olympic cyclist Victoria Pendleton has joined forces with Betfair and will train to ride in the

Foxhunters Chase at Cheltenham 2016. Fans can follow the campaign on switchingsaddles.com. A partnership that will give Betfair a platform to

talk to a wider audience throughout the whole year leading up to their pinnacle event.Agency: Pitch

P&G AND CBBC ENTICE MUMS TO ALTON TOWERSResearch showed Alton Towers Resort needed to attract more mums with

young children. In 2014 they partnered with CBBC to launch CBeebies Land. To further encourage mums to visit they needed a second partner and

P&G ‘A proud Supporter of Mums’ was their ideal match. Through on-pack promotions they were able to reach over 50 million mums with incentives

to visit. The partnership enabled Alton Towers Resort to achieve £1m+ in media value and P&G products featuring the promotion experienced

significant sales uplift.Agency: Mediator

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50-UP

The over 50s of today are redefining traditional stereotypes. Compared to previous generations, they have greater financial security and lead healthier lifestyles. Brad Pitt and Tilda Swinton, recent faces of Chanel and Nars respectively, don’t necessarily fit the stereotype of retirement-bound individuals looking to slow down. The marketing industry and media have been guilty of placing all over 50s into the same bracket, ignoring the differences in behaviour within this group.

The debate around the flawed representation of over 50s in marketing is not new. This is due to the growing influence and spending power of this demographic. Online community High50.com found that 97% of over 50s believe brands do not target them through advertising, even though they hold 80% of the UK’s wealth.

Over 50s are arguably a complex group to reach as they are less tribal than millennials (incite, 2014). This demographic demand quality and search for rational reasons to buy a product, but contrary to popular belief they are just as willing to try out new brands as younger consumers.

The over 50s are a hot topic throughout wider culture - the UK Government recently found that many firms are guilty of ageism to women over 45 in the workplace. In marketing though we are beginning to see a shift in perceptions. Brands like M&S are placing over 50s at the heart of their fashion campaigns and Barclays are helping the less-tech savvy get online with Digital Eagles and creating banking internships strictly for the over 50s.

Now is the time for brands to finally take this powerful and dynamic audience seriously.

Read on for examples…

50-UPHow brands are reaching this overlooked demographic

By Katherine Maskell

310%audience increase in 2014

67%of users are ABC1

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50-UP

HIGH50; CURATING TRAVEL AND LIFESTYLE CONTENT FOR THE 50+ GENERATION

High50 is an online community with editorial and ecommerce at its heart. The platform was born in response to the changing attitudes of the over 50s and that turning 50 today is no longer a time for slowing down, but for new beginnings. The community targets those who have just reached this pivotal age and want to engage with content relevant to their peer group

- not for millennials or pensioners.

Focusing on the attitude of the readers rather than age, High50 has UK and US sites and a global network of contributors. Its growing list of partnerships with brands include The White Company, Kuoni and Qantas. Tourism New Zealand, for instance produces articles about Auckland Art Gallery’s cultural richness as well as travellers’ food and drink guides.

Agency: (Beta)

PLAYTEX EMBRACES THE AGELESS GENERATIONTo better connect with increasingly youthful and savvy women in their 50s,

Playtex researched both this age group and those in their 20s to compare and contrast their lives. After identifying the importance of social media, Playtex launched a search via their Facebook page to find ambassadors

of this ‘Ageless Generation’. Three winners were selected based on their achievements; one had learnt to play the saxophone at the age of 50 . The

winners were rewarded with a professional photo shoot, which was seeded through Playtex’s social media channels.Agency: Lexis

LOUIS VUITTON ENLIST DAVID BOWIE TO LEAD THE VOYAGEIt could be said that the fashion industry prefers younger models to front their campaigns. Recently Louis Vuitton has moved against the grain by

championing mature style icons such as Keith Richards and Catherine Deneuve. For their ‘L’Invitation au Voyage’ campaign, Vuitton joined the

forces of 66 year old David Bowie and 25 year old supermodel Arizona Muse. The cross-generational union of Bowie and Muse enables Vuitton to reach and inspire fashion fans across a broad age range without excluding

particular demographics.

STANDARD LIFE TALKS PENSIONS AT THE PUBStandard Life wanted the over 50s to talk about upcoming pension

reforms. They found this age group is consistently bombarded with scare tactics about finance and health. To do this they enlisted the help of Steph

and Dom (of Gogglebox fame) who discussed these changes with people over a pint at a pub - a relaxed and light-hearted approach. They also held

pub quizzes around the country to engage consumers with the reforms in a fun way.

Agency: 3 Monkeys

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50-UP

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LET ME EN

TERTAIN YO

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By Kara Melchers

LET ME ENTERTAIN YOUMoving from the ad slot into the editorial slot

We need to face facts, people don’t like watching ads. If they did YouTube wouldn’t need a skip after 5 seconds option. So why don’t brands just make stuff people want to watch?

Understanding the part your brand has to play in the narrative of a piece of content is important. As is recognising the need to get the right storytellers on board. In 2008 creative agency Mother set out to make a short film for Eurostar that quickly developed into a feature length script, Director Shane Meadows came on board and the finished film Somers Town, went on to be shown in cinemas across the country.

Brands are funding content on the small screen too. In September 2014 the total number of websites exceeded 1 billion. The unofficial global figure for the number of TV channels is approximately 15,000. These channels all need content.

Media platforms like VICE and BuzzFeed work directly with brands to produce original content that fits within their existing editorial style. The outcome can range from a VICE documentary that explores a gorilla’s fight for survival for ethical fashion brand Edun, to a series of custom BuzzFeed posts for MINI centred around their marketing slogan “Not Normal”.

Last year T Brand Studios, the custom content studio within The New York Times, partnered with Netflix on a piece of native advertising for the new series of Orange Is The New Black. The article “Women Inmates: Why the Male Model Doesn’t Work” reached the top 1,000 traffic articles on NYTimes.com, proving ads can be as engaging as editorial.

Read on for examples…

100,000 subscribers

3.27m DrinksTube channel views

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A BACARDI AND JAMIE OLIVER COCKTAIL

On the back of the foodie revolution Bacardi looked to replicate that same passion with drink, and in particular home cocktail making. In the UK Bacardi is significantly outspent by its rivals, so they needed a smart solution to win the battle for online search.

Jamie Oliver’s FoodTube channel, hosted on YouTube was already a success, even crossing over into broadcast. The challenge was to emulate this success for cocktails.

The solution; Bacardi product and mixologists to appear in native content across all Jamie Oliver media including FoodTube, Jamieoliver.com, social media and magazines. Everything would lead back to Mixedcocktails.com.

Central to the strategy is YouTube channel - DrinksTube - an ambitious initiative bringing to life the strengths of both partners, featuring product and talent in socially clever content for cross-platform publishing. DrinksTube launched in April 2014 and is already the biggest cocktail YouTube channel in the world, helping to grow audiences around Bacardi platforms.

Agency: Gravity Road

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TERTAIN YO

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DUPONT CREATE DOCUMENTARY SHORTS FOR HORIZONSDuPont, the American chemical company, is the sponsor of Horizons, a

documentary that travels the globe in search of ideas and the businesses that are tackling the planet’s biggest challenges. DuPont support the

programme with two minute documentary-style advertorials that shine a light on the impact DuPont’s innovation is having on real peoples’ lives.

The short films air in the break and are published online. In 2014 they created a native app to allow time-constrained viewers to connect with the

programme via mobile.Agency: One Two Four and Ogilvy

BRITISH GAS TAKES US INSIDE UNIQUE HOMES Home Truths are Channel 4 short films about individual and unique

homes, made in partnership with British Gas. The subject and format compliments both the brand and media platform, which helps to

emotionally engage and rebuild trust with the audience. This content sits alongside new programme pilots, commissioned programming

and other brand sponsored content, all within the 10 minute format. Agency: 4Creative

BARCLAYS SAY THANK YOUSpirit of The Game is a series of online profiles of football fans going

beyond the call of duty for their club, including a community outreach worker in Stoke and an ex-player in Southampton who ran a thousand miles in 21 consecutive days to raise money for Cancer Research UK.

Videos are distributed through the Barclays Premier League Facebook page, attracting an audience of over 1 million people. Steven Pienaar’s Thank You film to his coach was picked up by 120 international

broadcasters.Agency: Atomized

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TERTAIN YO

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

Björk has shared the first music video from her new album Vulnicura. The stirring “Lionsong” has visuals by long time Björk collaborators Inez & Vinoodh and visual effects production

house Framestore. http://bit.ly/1AhG2jL

Online meets offline. This hand painted animated street art is the biggest “GIF-ITI” painting on the planet. The GIF measures 57,515 sqm, took four days to paint and was photographed by satellite 431 miles away in space. http://bit.ly/18T5LIf

Imagining the Invisible is a beautiful campaign for Laboratory Perfumes. The images are a “creative experiment in scent,” by set design duo Lightning + Kinglyface and photographed by Kate Jackling.

http://bit.ly/1C4zgB1

Beautifully animated game Alto’s Adventure tells the story of a young snowboarder/llama farmer on a downhill quest to round up his

escaped livestock. http://bit.ly/1JCfF1D

Touching the Prado: The show features six replicas of famous artworks designed to be touched and appreciated, so the visually impaired can connect with art for what is often the very first time. http://bit.ly/1xd7CTC

The Arrels foundation in partnership with ad agency The Cyranos McCann have built Homelessfonts.org, a website selling fonts created by homeless people. This initiave aims to bring some dignity to the life of homeless people and raise awareness of this issue.

http://bit.ly/1mRTCTG

EXHIBITION

TYPOGRAPHY

PHOTOGRAPHY

GAMING

MUSIC

ART

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