MediAvataar's News Desk
Lifestyle brands are vying to create healthy indoor retreats for consumers, one breath at a time.
When it comes to the simple act of breathing, a study by the World Health Organization (WHO) has found that globally, nine out of ten people are inhaling polluted air. Outdoor air pollution has often taken the brunt of the conversation, but research reveals Americans spend approximately 90% of their time indoors. Now, a new focus on indoor air has created a market for air purifiers which is estimated to reach $33 billion by 2023. From hotels and gyms to our household goods, brands are on a mission to offer purified air to manage physical health, anxiety and overall wellbeing.
Luxury hotels around the world are adding new in-room perks in the form of clean air. The Oberoi in New Delhi, The Four Seasons Hotel Los Angeles, Rosewood London and Cordis Hotel in Shanghai are among a number of high-end hotels introducing rooms and spas with air filters and purification systems. An article released last year by The Guardian unpacked how “clean indoor air is becoming China’s latest luxury must-have” as health concerns rise. In the article, John O’Shea, managing director of Cordis Hongqiao said, “I think people can sleep easier knowing that the air quality in their room is far superior to any other hotel, and far superior to what is outside.”
When it comes to dining out, restaurants and cafes are not only installing air purifiers but also adding a lot more plant-life to provide guests with plenty of fresh air. Coffee Bond in New Delhi is a café and co-working space using locally-sourced teak and Indian rosewood for furniture, while plants and air purifiers make for a much-needed break from the outdoor smog that is notoriously toxic. Meanwhile, Café 27 in Beijing has been improving their air quality with walls of air-purifying plants since 2015.
Indoor purification is also extending into gyms with Beijing’s Oxygym identifying this as a business opportunity. “Our concept is to turn the gym into a forest,” Vincent Li, owner of Oxygym, told the South China Morning Post. “We aim to boost users’ performance and comfort level by [creating a clean air environment and] increasing the oxygen level.”
As for home comforts, Ikea unveiled the Gunrid air purifying curtain last week. The curtain uses unique technology integrated in the textile that breaks down air pollutants when light shines through it, which the Swedish furniture giant likens to the process of photosynthesis. “Besides enabling people to breathe better air at home, we hope that Gunrid will increase people’s awareness of indoor air pollution, inspiring behavioral changes that contribute to a world of clean air,” said Lena Pripp-Kovac, head of sustainability at Inter Ikea Group. The Gunrid curtain will be on sale next year, and there are plans for the materials to be used in other Ikea products which nods at purifying indoor air moving from luxury to mass market.
Today, air pollution is contributing to individual anxiety, with a study by the Chinese Hong Kong University showing a direct correlation between happiness and air quality. As consumers begin to put health at the forefront of everyday decisions, the growing concerns around air quality is creating a new wave of products and services to settle unease.
Customer experience is what makes or breaks brands. It is no longer simply enough to provide a good product or service – consumers want a great experience with it, and the better the experience, the more value commanded by a brand. In many ways the importance of experience now dwarfs everything else.
In the digital era of the last decade, ushered in by smartphones, the consumer journey has become exponentially more complex. It will become even more complicated as AR, VR and AI gain traction with brands, and become familiar to people. Technology may have simplified and improved much of our lives, but it also means people are bombarded with more brand and advertising messages than ever before. Which means brands compete not only for share of wallet, but also for share of headspace. Yet we also know that many brands are failing to deliver consistent, relevant experiences in this complex new world.
33% of consumers globally report an inconsistent quality of experience across online and offline touchpoints
An aspirational shift from accumulation to access
The value of experiences in people’s lives has never been greater. From the “conspicuous consumption” of previous decades, there is now a greater emphasis on lifestyle and experiences – and this is where growth and value are to be found. A 10-year longitudinal analysis of BrandZ data by Kantar Millward Brown found that brands high in Experience Capital outperformed the market by up to 188%, while brands with low Experience Capital declined in value.
People are spending more on experiences, partly due to the commoditisation of products and services, but mostly because of an aspirational shift from accumulation to access, or from owning things to hiring things as needed. What people want from brands (and therefore what they are spending more of their money on) is the experience, so marketers must find ways to turn goods into experiences, and to find new sources of value to meet growing experiential competition.
Customer experience is more than digital
One of the paradoxes of digital is that more digital has meant more demand for all things human and analog. Sales of LPs and printed books are up. Urban greenways are the new byways. There are even digital apps and tools to help people cut back on digital.
Digital is not slowing down, but analog and human scale are picking up as people demand experiences that are deeper, more engaging and more meaningful.
As never before, the customer experience is the centre of everything, whether it’s shopping, lifestyles or digital. The imperative for brands is as simple and as difficult as one clarifying idea: put the customer first by focusing first on the customer experience.
Futurelite AG’s “THE BELLBOY” Earns Grand Midas and Scores 4 Golds; Mastercard and McCann top Midas Report
The New York Festivals Midas Awards® for the World’s Best Financial Advertising℠ announced the 2018 winners. Worldwide since 2001, the Midas Awards is the only awards show to recognize excellence in financial advertising and marketing on a global scale.
With an impressive 12% increase in entries this year, the 2018 Midas Awards’ Executive Jury honored entries with 1 Grand Midas Award, 56 Midas Gold Ingots, 114 Midas Silver Ingots, and 144 Finalist Certificates. For a complete list of winners visit HERE:
Futurelite AG was awarded the prestigious Grand Midas Award for “The Bellboy” for client Credit Suisse. The campaign illustrates via analogies about why the hotel director needs the lease for a new elevator and how he can get it done simple and fast home through Credit Suisse. “The BellBoy” also earned an additional 4 Midas Gold Ingots.
“It is very pleasing that our campaign for Credit Suisse and its history was so well received at the Midas Awards. The boldness shown by the Credit Suisse Marketing team is unparalleled. Once again it is the bold who win. Once again, we see that story telling is the key.”—Claudio Catrambone, Director, Futurelite AG Switzerland
“Starting with the initial idea, followed by a well-thought-out concept, and outstanding realization – Futurelite’s work was inspiring and top quality. Thanks to the agency’s high motivation and enduring spirit, the project was a success despite a limited budget.”—Tarkan Özküp, former head of Marketing Credit Suisse (Schweiz) AG, Switzerland
Campaigns from prominent agencies from around the globe earned Gold Ingots. Ingot-winning entries engaged consumers, increased brand awareness and gained market share on behalf of prominent brands via event marketing, celebrity-driven engagement, experiential and stunt marketing, technological marketing including mobile gaming, sponsorships/partnerships, personalized consumer experiences and more.
McCANN Worldgroup sp. z o.o. Poland was in the spotlight earning 7 Gold Ingots for “Business Facelift” for client Mastercard. To build awareness of Mastercard’s support to SME companies and improve the quality of Polish commercial communication, the agency conducted a stunt to change the signboards on the busiest streets in Warsaw. In addition, a competition was launched to awarding those who use Mastercard technologies the opportunity to win a makeover for their storefront.
King James Group Johannesburg South Africa “Father’s Share” for client Allan Gray was honored with 7 Gold Ingots for their heart-warming film, the story of a South African boy learning the value of long-term investing from his father.
King James South Africa earned 4 Gold Ingots for client Sanlam. Gold Ingot winners include: “Conversations with Yourself,” a campaign that brought to life the feeling of speaking to your older or younger self about the life you’ve lived. “2 Minute Shower Songs,” instead of making ads, Sanlam made an album that urged people to cut down on their water consumption. “200 Years Old,” a scripted audio docudrama set in 2218 telling the story of a woman born in 2018 becoming the first human being to reach 200 years of age, created to take the consumer to places that cannot yet be seen. “Lives of Grace,” promoted Sanlam’s My Choice Funeral Plan, an interactive mobile drama demonstrated the importance of wise decision making and the its impact later in life.
TJ Worx Thailand was in the winner’s circle earning a total of 6 Gold Ingots for client Krungthai Bank. “HI-SA-TI Brand” earned 5 Golds for their campaign featuring a line of fashion products with memorable product names— You-Have-Something-Similar, phrases that people might say before making a purchase. Designed to raise people’s awareness about financial literacy and to be more responsible when it comes to their spending/shopping habits. The agency also earned a Gold Ingot for “The MV That Knows Where You Are”.
McCann New York scored 4 Midas Gold Ingots for client Mastercard. “You Can’t Judge a Book” earned 3 Gold Ingots for their music video artists who have each overcome a personal or societal barrier— from a blues-guitar virtuoso who’s blind to a female Filipino rapper to a five-time GRAMMY nominee. “Charlie’s Perfect Pitch” earned a Gold Ingot, the campaign featured American singer-songwriter Charlie Puth demonstrating his perfect pitch before an exclusive JetBlue Card cardmember Priceless concert.
McCann XBX was recognized with 3 Gold Ingots for client OppenheimerFunds. Double Ingot winner “Global Campaign” for Oppenheimer Funds Global Campaign challenges a hot-button issue and aims to show investors a whole world of opportunity, “5 Senses/Get Smart/Cowboy”
R/GA Sao Paulo’s “Bank next: Swamp or Lolla” for client Banco Bradesco earned 2 Gold Ingots for their online mobile game called “Swamp or Lollapalooza.” Players had the chance to win real prizes, including free tickets to Lollapalooza.
Agencies from the United States were recognized with multiple Gold Ingots including: MullenLowe for “Nuveen: CR07 Direction” and “Nuveen: CR02 Animation” both for client Nuveen. Huge earned two Ingots for “Translator :60” for client Quicken Loans, Strawberry Frog was recognized with 2 Ingots for “The Bridge” for SunTrust Foundation, and Groupe Connect saw “Friends Again” earn 2 Ingots for client Bank of America.
Global agencies striking Gold include: Publicis, USA “THE CITI MOBILE® APP” for Citi; Zulu Alpha Kilo for Interac Association, Canada; “The Musician” for FCB Africa (Pty) Ltd, South Africa for “Swiish Music Video” Absa Card Usage; McCann Sydney, Australia “Tap for Your Town” Mastercard; WHITE64, USA “King” PenFed Foundation Mortierbrigade Belgium “A Mascot For The Red Devil” ING Belgium; POL, Norway “The Ripple Effect Generator” DNB; 303 MullenLowe, Australia, “Invest in the World’s Best” for Magellan; Decoded Advertising, USA for “Money is Changing” Visa; Superunion, Germany “Turn Something Boring Into Something Happy” for YUNAR; and Rahofer Werbeagentur Christian Rahofer GmbH, Austria “Palfinger Annual Report 2017: "The future is: whatever is imaginable” for client PALFINGER AG.
The results of the juries are parsed in an annual rankings brief, The Midas Report, —a veritable who’s-who in the world of financial services advertising that includes the 3 individual reports: Agency, Brand, and Network.
Midas released the 2018 Midas Report, a yearly ranking of the most successful global agencies, brands and networks according to their achievements in the Midas Awards.
Congratulations to the outstanding, advertisers who earned a spot on the Midas Report, and to the agencies and networks whose campaigns were worth their weight in gold.
2018 Midas Report:
Absa Corporate and Investment Banking
State Street Global Advisors
Bank of America
McCann New York
Grey Group Hong Kong
FCB Africa (Pty) Ltd
King James Group Johannesburg and McCANN Worldgroup sp. z o.o.(tie)
Futurelite AG and King James (tie)
King James Group
To view the 2018 Midas Awards Winners please visit: https://www.midasawards.com/Winners/Medalists
Pepe Jeans, the legendary British denim brand is delighted to announce a new partnership with Dua Lipa, one of the most successful musical artists and style icons of her generation.
Following in the footsteps of fashion icons and Hollywood stars, Dua Lipa begins her new role by starring in the Spring/Summer 2019 campaign for Pepe Jeans, photographed by David Sims.
The campaign itself is a celebration of the heritage of Pepe Jeans, which was one of the first British brands to bring a distinct fashion perspective to the world of denim in 1973. Fresh-faced and effortlessly poised, Dua Lipa is photographed in black and white wearing a range of classic denim pieces. An emphasis on strength, natural beauty and the timeless appeal of denim takes precedent in both the campaign and the collection itself.
At 23, Dua Lipa has taken the music world by storm and become a fashion icon for her millions of fans. After releasing her self-titled debut album ‘Dua Lipa’ in 2017, she made history when nominated for five categories at the 2018 Brit Awards - the first female to receive so many nominations. She was awarded ‘Best British Female Solo Artist’ and ‘Best British Breakthrough Act’. For the last two years, Dua Lipa has also been the most streamed female artist in the world. She continues to break records — the music video for her hit single ‘New Rules, her anthem for female empowerment, gained more than a billion views on YouTube, making her the youngest female artist to hit this target. ‘One Kiss’ Dua’s collaboration with Calvin Harris became the biggest selling single of 2018 in the UK and she has sold over 40 million singles and over 3.4 million albums worldwide. And the awards keep coming with Dua winning two Grammys for “Best New Artist” and “Best Dance Recording” with Silk City for their massive hit “Electricity” at the 61st Annual Grammy Awards and the award for “Best British Single” for her track “One Kiss”, with Calvin Harris at the 2019 Brit Awards.
Dua Lipa and Pepe Jeans are a perfect fit in more ways than one. Both were born in London and have become symbols of idiosyncratic British style. Long before joining Pepe Jeans, Dua Lipa was a fan of the brand’s advertising campaigns as a teenager.
“Dua Lipa is one of the world’s fastest rising stars and has a style which perfectly fits the Pepe Jeans brand DNA “ said Mark Blenkinsop CMO. “The partnership marks a new milestone for the Pepe Jeans brand as we look to consolidate the brand presence in Europe and seek strategic growth in new markets, 2019 promises to be an exciting year for both Dua Lipa & Pepe Jeans as we will announce a number of initiatives to excite & engage consumers and the B2B trade customers”
The inaugural campaign is photographed by David Sims, the British photographer who began his career photographing musical icons including David Bowie, Nirvana, Bjork and Courtney Love and has since shaped the imagery of titles including Vogue, The Face and i-D. Sims previously photographed Daria Werbowy and Ashton Kutcher for a Pepe Jeans campaign in 2005, joining an illustrious list of photographers who have worked for the brand, including Steven Meisel, Bruce Weber, Steven Klein and Mario Sorrenti. The London-based photographer’s modern vision of beauty and style made him the perfect choice for working with Dua Lipa and Pepe Jeans is pleased to continue its collaboration with Sims.
Spotify Opens Up Advertising Opportunities for Brands in India
World’s most popular music streaming service connects advertisers with highly engaged, passionate users who trust Spotify to soundtrack their lives OnePlus, Brand USA, and Anheuser-Busch InBev exclusive advertising launch partners in India.
Spotify, the world’s most popular music streaming service with over 207 million active users, launches today in India on mobile, tablet and desktop, offering brands a new platform to connect with consumers in an exciting, targeted and impactful way.
Available for free to all in India today, Spotify lets people discover the right music for every moment, across hundreds of devices, allowing them to soundtrack their lives. When music fans stream in these moments, they reveal who they really are, the moment they are in, and even their moods; this first-party data and insights comprises Spotify’s Streaming Intelligence. For brands and marketers, this presents an unparalleled opportunity to serve the right message, to the right person, in the right context. Upon launch, OnePlus, Brand USA, and Anheuser-Busch InBev will have exclusive rights to launch their advertising campaigns on Spotify India.
Through Spotify, these brands will be able to reach out to highly engaged, passionate and socially active users.
Advertising on Spotify
Today, consumers are streaming music through various devices from the time they wake up to winding down at night and everything in between, putting music front and center of their daily lives. These new habits are creating massive shifts in the consumer journey, prompting a renewed focus on the role of audio in people’s lives.
Fully localized, the Spotify experience in India brings to brands an incredibly engaged audience. Globally, Spotify Free users spend an average of 2.5 hours each day listening to music on the platform through multiple devices.
Brands will benefit from:
● Premium content environment: Spotify prides itself on being a premium environment that celebrates culture and creativity by bringing artists, fans, and brands together. The content on the Spotify service is licensed from our partners or created by our in-house team.
● Multimedia ad experiences: Compelling audio, video, and display ad formats available that help brands tell their story to the right audience in the right context. Just as music is social, so is Spotify. Music fans can create and discover playlists, and share instantly with friends on Spotify, Facebook, Twitter, Line, WhatsApp, text and email.
Just as music is social, so is Spotify. Music fans can create and discover playlists, and share instantly with friends on Spotify, Facebook, Twitter, Line, WhatsApp, text and email. This is especially significant for advertisers, who are constantly seeking insights for what is popular and share-worthy by their core target audience.
Sunita Kaur, Vice President of Advertising Sales at Spotify, APAC said, “Spotify’s connection to culture and understanding of how music is consumed allows us to build personal relationships and trust with our fans. The Indian advertising industry is thriving as brands target active internet users.
We are thrilled to launch in India with three incredible, diverse brands and we are exploring more opportunities to bring other advertisers on board in this market, creating a new playground for them to reach audiences through the power of audio and our streaming intelligence.”
“We are extremely excited to be the launch partners for Spotify in India! We are core believers in the power of music and its ability to unite individuals across boundaries; with this collaboration, we further solidify our pursuit of building and shaping communities centered around this space.
We are positive that this partnership will result in newer avenues of genre exploration and sharing, with consumers becoming more receptive to and appreciative of the intricate nuances of the soundscape, through the large bank of music available on the portal. Looking forward to what’s in store for both, Spotify and us”, Kartikeya Sharma, VP Marketing - South Asia, ABInBev.
Tracy Lanza, VP, Integrated Marketing, Brand USA, said, “We are thrilled that our partnership with Spotify will now extend into India, which is one of our top markets. Music is a universal language that transcends cultural boundaries and we continue to use it as an instrument to engage with international travelers. Through this launch, we look forward to bringing the unique and powerful sounds of U.S. destinations to a new music-loving audience.”