MediAvataar's News Desk
VMLY&R Global CCO Debbi Vandeven Chooses Colenso BBDO’s “I’m Drinking It For You”
New York Festivals International Advertising Awards® launched Mad For This Ad, a new initiative to celebrate and reward great work before it's even entered.
Debbi Vandeven, Global Chief Creative Officer at VMLY&R, selected Colenso BBDO as the first Mad For This Ad winner for their campaign “I’m Drinking It For You,” a hilarious valentine R&B music video created for client DB Export’s low carb beer.
“Different expressions of creativity are what fuels us in this business. So, when Susan Glass Ruse and Scott Rose and the team at New York Festivals asked me to contribute to their newly launched Mad For This Ad initiative, I thought it was a wonderful chance to honor a piece of work that recently captured my attention.” said Vandeven.
“The idea came from one of our Advisory Board members, Fede Garcia, Global ECD at HUGE. NYFA is all about celebrating and rewarding great work. With Mad For This Ad we get to do more of that before the competition even closes.” said Susan Glass Ruse, Executive Director, New York Festivals Advertising Awards. “Seeing a preview of creative work that’s impressing industry leaders before the awards season is an exciting indicator of what’s to come. The chosen campaigns are also rewarded with a free entry into NYFA, which is icing on the cake.”
“It was an incredible honor to be invited to join the NYFA Advisory Board. I've always felt that it's incredibly important to highlight and celebrate the kind of work that should inspire our industry. In trying to find an idea to celebrate work throughout the year, I worked with the team at the NYFA to find a way to regularly showcase the work that holds the level of excellence we should aspire to reach every day,” said Garcia.
“Congratulations to the team at Colenso BBDO!,” added Vandeven. “I often ask our creatives around the world to put everything they are into everything they do, so it’s my honor to celebrate a team who used their unique gifts of song to do just that. Thank you for sharing your humor, your personal passions and your mastery of melody with us all.”
Colenso BBDO Creative Director Max McKeon had this to say, “’I’m Drinking It For You’ is the perfect non-cocktail of insight, humour and love. So, it’s great to see international talent like Debbi Vandeven and The New York Festivals recognising the work. Beth, Thom, Levi, Wortho, Ahmad, Rob and all the James’ will be raising a relatively carb-free glass to this. Thanks to DB for seeing what it could be and The Sweet Shop for making it what it is.”
“Because hindsight isn’t always 2020, we created this initiative to celebrate great work before it’s entered,” said Scott Rose, Competition Management & Development, New York Festivals Advertising Awards. “The recommendations from these respected industry AdHunters is exciting because it’s sharing a worldview of creative work that is resonating with executive across the globe.”
Each week a handpicked globally respected executive will serve as AdHunter for NYF and choose an ad that captures their attention. NYF honors their selection with a complimentary entry into the 2020 New York Festivals Advertising Awards and showcases the great work that has earned accolades from their colleagues. To view the weekly Mad For This Ad selection please visit: HERE. To enter please visit HERE
TikTok’s unique brand collaboration with Bingo!’s Healthy New Snack ‘Starters’ becomes an instant hit!
Hashtag campaign, #StartWithStarters garner 2.52 Billion Views in 3 Days!
TikTok, world’s leading destination for short-format video content partnered with Bingo! to launch their new tasty pulse based snack, Bingo! Starters. With the debonair Ranveer Singh as the brand ambassador, Bingo! launched an interactive and entertaining Hashtag campaign called #StartWithStarters where users accepted a dance challenge. The campaign amassed 8.5 billion views since the launch while encouraging users to start their day with some healthy snacking.
Brands are slowly uncovering the true potential of TikTok as it is the most popular and engaging content creation platform for a lot of new internet users in the country. TikTok also understands that the Gen Z likes S-I-N-C - Short-form, Influencer Driven, Native and Co-Created content and keeping this in mind caters to diverse advertising needs which are critical for brands today. This gives partner brands an opportunity to connect with their audiences, an option explored by ITC’s Bingo! Starters to create awareness on their new healthy snack- the first pulses based chip in the country. The partnership witnessed an innovative and interesting launch that was also trending on the app.
Sachin Sharma, Director, Sales and Partnerships, TikTok India, said, “TikTok presents innovative brand solutions to deliver exciting experiences that drive engagement and business results. We work across unique ad formats that enables brands to effectively connect with the digital audiences across the country in an interesting and interactive format. We are excited about our partnership with ITC. The collaboration was on one of our widely used ad formats, a Hashtag campaign, the response to which was phenomenal.”
TikTok as a platform allows users to express their creative ideas through content, giving rise to extremely interactive hashtag challenges and trending topics that anyone can participate in. By letting users create their own content for a brand's campaign, hashtag challenges give users a sense of being part of the brand, turning them into authentic and powerful brand ambassadors.
Shuvadip Banerjee, VP Marketing at ITC said, “Our foray into pulse chips was an effort to come forward with a snack that is healthy as well as tasty. The #StartWithStarters challenge was all about connecting with the youth and introducing the pulse chips as an option for healthy snacking. Who better than Ranveer Singh could have “Started the Journey for Bingo! Starters”. We are ecstatic that our association with TikTok helped us further our objective and gave the audience an interesting challenge while having fun munching their new favourite snack.”
Each era in marketing comes with its own catchphrase, and the past few years have been all about customer centricity. It has become the North Star for brands as they refresh their growth strategies in response to shifting marketplace dynamics. Many also seem to be adopting the phrase merely because everyone else is, and they do not want to risk being left behind. However, adopting a slogan is not the same as adopting a mindset. So, what does it mean to be customer-centric and why does it matter?
A cultural re-jig
At its core, customer centricity means placing the end user of your products and/or services at the centre of the decisions you make, on both an individual employee level and holistically as an organization. The first step in achieving true, sustainable customer centricity is to develop a clear vision of what the brand wants to be. That vision must then be shared widely across the organization so every employee, even if not directly customer-facing, can contribute to the brand experience.
While you can articulate your customer-centric vision in a top down manner, you should develop and implement it in a more bottom up way, listening to your customers and melding their experiences into your organization’s growth strategy. This can help employees understand the role they play in the brand’s growth and elevate engagement levels by satisfying a deeper sense of purpose and alignment to the organization.
Know your relationships
To place your customers at the centre, you must first truly know them and the relationships that your brand has established. This goes beyond measuring your customers’ satisfaction and even beyond knowing their propensity to recommend you to others. It is about the actual strength of the current relationships you have, how they compare to your competitors, and how to safeguard them while also working to improve your performance in impactful areas. Customer relationship strength can be as simple as asking two questions—but its measurement offers powerful insight into potential blind spots and areas where you are expending more effort than needed.
Relationships are built through interactions customers have with your brand—each and every encounter ladders up to a holistic experience that is governed by two critical elements: how you perform against customers’ needs (the rational part of the relationship) and the degree to which your customers prefer you over your competitors (the emotional part). Ask yourself: Do you know how strong are these relationships? Do you know which levers to pull and where to pull back? Ultimately, you do not have to be good at everything, just at the things your customers need from you.
Create a powerful brand
Focusing solely on your customers, however, will not provide a well-rounded view of your brand. Retention efforts are critical to sustaining business growth, but to get to that point, the first step is the acquisition strategy your organization implements, measures, and monitors over time.
“Brand equity” is a widely used term, but what does it really mean? Ultimately, we are trying to imprint our brand on the minds of consumers. This is a longer-term process, one that can be difficult to implement if you do not know the power of your brand in the marketplace relative to its competitors. We strongly believe in quantifying the degree to which your brand is meaningful, different, and salient. Once you know this, the next step is to understand how to increase your brand’s power and build its equity. However, this leads to an essential question: where does your brand’s credibility lie and are you leaving equity behind?
Knock down silos
We can inadvertently leave equity behind when we work within silos and do not marry what we hear from our customers to the perceptions held by all consumers about our brand. Through marketing and brand communications, a variety of promises are made, such as our brand is strong and unique. our products and solutions are right for you, and our service levels are incomparable. By telling your brand story to consumers, you can drive choice in your favour, but only if your customer experience lives up to your brand promise. If you have silos in place, it becomes difficult to gain an overarching view. You can learn how to strengthen and differentiate your brand and keep your finger on the pulse of how your customers feel you, but when 20 percent of your touchpoints are delivering 80 percent of your brand equity, why continue to isolate your learnings and limit the synergies between them?
The end game
Globally, brands that saw the greatest increases in brand value in 2018 were also those seen to be delivering a superior brand experience. In an age when customers know what they want, and when and how they want it, it’s never been more critical to focus on experience. If the experience your brand delivers does not live up to the promises you’ve made, 41 percent of consumers are unlikely to stay loyal, 56 percent would not recommend your brand, and 62 percent are unlikely to buy additional products or services from you.
That is why customer experience, brand strategy, and employee experience can no longer sit apart. Together, they create a ring around your brand equity and business growth. When they are linked together, you are positioned to take a holistic view of your brand, drive organizational change, and speak one consistent language across your organization and initiatives. In doing so, you can place your customers at the centre of your business decisions and differentiate your brand in a manner that builds equity. While not always easy, looking past short-term objectives and taking a view of long-term value creation ultimately serves to build your brand and future-proof your business.
Written by Susan Sanei-Stamp, Senior Director, Kantar
New services are saturating the market and jostling for position as the next battle of the streaming wars heats up.
Netflix’s undisputed reign in the streaming world appears to be coming to an end, as a host of rival services unveil their offerings, all striving to attract a younger generation that’s accustomed to video content on demand.
Illustrating just how much viewing habits have shifted, an August 2019 YPulse report found that only 33% of US 13-18-year-olds surveyed watch content on a TV set weekly, with 73% saying they watch video content on their smartphones, and a mere 18% watching cable weekly or more. “Millennial parents are raising their kids without cable…[saying] that their kids are more likely to watch streaming services than anything else—and shaping a future where cable is seen as a rare exception,” the report says.
Amid this climate, Apple TV+ is set to bow this week, which for the price of $4.99 a month will offer “exclusive shows, movies and documentaries from acclaimed filmmakers, including JJ Abrams, Steven Spielberg and M. Night Shyamalan,” TechRadar reports. Also on its slate is a mental health docu-series collaboration between Oprah and Prince Harry, alongside an Emily Dickinson biopic, starring Hailee Steinfeld.
Meanwhile, Disney’s Disney + subscription service will debut November 12, with The Los Angeles Times reporting that the company has predicted that the $6.99-per-month service will attract between 60 million and 90 million subscribers by 2024.
AMC Theatres in October also introduced its own streaming service, the pay-as-you-go AMC Theatres On Demand. The service offers films to rent or buy once they have stopped showing in movie theaters. It links to the AMC Stubs loyalty program, which spans 20 million households, the New York Times reports, which AMC deems a “marketing advantage for movie rentals and downloads.” Acknowledging the lack of growth in people going to see films at a theater, Adam Aron, AMC’s president and chief executive, told the Times “Our theater business is mature…there is a high-growth opportunity in this digital expansion.”
And still more players are set to join the fray. NBC Universal’s streaming service, Peacock, will launch in April 2020. The company said in September that it will offer “a world-class slate of originals while also offering treasured hits from the vaults of NBC, including ‘The Office’ and ‘Parks and Recreation,’ two of the most-watched streaming series.” Indeed, ‘The Office’ was reportedly one of Netflix’s most-streamed series, with Netflix saying in a tweet that it was “sad” that NBC has taken the show back for its own platform.
And Warner Media’s HBO Max will launch in May 2020. Among its offering will be Friends, with the company reported to have spent $425 million on acquiring the series’ rights – again taking a blockbuster show away from Netflix – alongside a reported $600 million on acquiring The Big Bang Theory. HBO Max has also signed movie production deals with producer Greg Berlanti and Reese Witherspoon.
Quibi, meanwhile, will offer “snackable” eight-minute videos, and is set to launch in April 2020.
What could this intense competition mean for consumers – and brands?
Writing in the British Guardian this summer, Stuart Heritage argues that the streaming wars means “watching television is about to get very, very expensive,” as those wanting access to each service’s offerings will be forced to pay for multiple subscriptions. “There will be a point where viewers are going to hit their tolerance for monthly subscriptions…meaning that TV will become more elitist, tiered and fragmented than it already is,” he writes.
Conversely, Matthew Lynn writes in The Telegraph that the streaming wars are an example of “capitalism at its best.” “We are witnessing a burst of innovation; we are seeing a new form of creativity emerge; and consumers are being subsidized by investors. Free markets don’t have many defenders at the moment. But the streaming wars will be a lesson in how they remain the most powerful way of organizing an economy so it works for everyone,” Lynn said.
For brands advertising, there are myriad implications.
Some streaming services, such as Roku and Hulu, show ads, while NBC Universal’s Peacock streaming service will be free and ad-supported. “While other companies are pushing advertisers out, we are pulling you in… with inventory that is fully addressable, data that is fully transparent and an experience that consumers can enjoy and trust,” said Linda Yaccarino, chairman of advertising and partnerships at NBC, in May. HBO Max is also said to be planning a cheaper, ad-supported version of its streaming service to launch in 2021.
Digiday reported in April that while OTT [or streaming] accounts for 29% of TV viewing, it has only so far captured 3% of TV ad budgets, citing data from Magna Global.
But Dave Morgan, the ceo and founder of Simulmedia, noted in an October 2019 MediaPost op-ed that streaming services may not have a major impact on linear TV advertising, given that he believes the two channels attract different consumers. Morgan cites figures from Pew Research that 35% of Americans don’t have access to the fixed home broadband needed to use streaming services. “Streaming services are a luxury,” he writes. “Over-the-air TV is free to all. Low-cost bundles from cable or satellite are in many lower-income homes, where people watch lots of ad-supported TV. While those folks don’t buy as much as wealthier populations, they do spend a lot on food, cars, phones, insurance, gasoline.”
But while streaming services may not cater to everyone, there’s no doubt that they are becoming critical to legacy entertainment companies in maintaining their relevancy – and capturing the attention of younger consumers.
And with a PWC report forecasting that OTT video revenue in the US will grow at a rate of 10.3% to reach $23.7 billion in 2023, the importance of these services doesn’t look set to wane. PWC notes that “exclusive and original commissions…have proven to be the crucial determinant in the battle to attract subscribers to streaming services,” PWC says. “The level of content spend being poured into the market by both new and existing players is prodigious and shows no signs of lessening any time soon.”
In this climate, the race is on for legacy media, tech, and upstart streaming companies alike to cater to younger consumers to whom linear TV is increasingly an alien concept.
It’s a sip. It’s a bite. It’s Rani Float, a fruit juice with real fruit pieces inside!
‘Drink it or Chunk it’ as Coca-Cola brings its delectable fruit drink to India.
A move to strengthen the “Fruit Circular Economy” by adding Indian Fruits into Rani
Not at home and want to grab a quick snack? Want to drink your fruit and eat it too? The youth of today are constantly on the move and are looking for a differentiated hack to satiate their hunger, Rani Float, the latest offering from Coca-Cola’s global basket, now made in India with Indian fruits for the Indian youth, steps in to offer a delicious and ready to drink snack.
Made with fruits sourced from Indian farms, Rani Float is truly one of its kind delicious blend of fruit juice and real fruit pieces. This chunky delight is priced at INR 35/- for 180 ml and available in two scrumptious flavors: Peach and Strawberry-Banana. It is designed especially for the millennial youth who want a differentiated fruit snacking experience. The launch of Rani Float is also a significant addition to The Coca-Cola Company’s beverages portfolio and underlines its focus on the ‘Fruit Circular Economy' enabling farmers to increase their yield through sourcing fruits to launch fruit-based beverages.
Speaking on the launch, T. Krishnakumar, President, Coca-Cola India and South West Asia said, “We’re excited to bring Rani Float to India, the latest example of Coca-Cola’s strategy to offer more choices to consumers and catering to their diverse tastes and preferences across beverage categories. Rani float is a convenient on-the-go snack that comes with a differentiated proposition – fruit drink with real fruit pieces. We are even more excited that we locally source fruits for Rani Float that is in line with our commitments towards the Fruit Circular Economy. We will continue to enhance the portfolio of innovative fruit based beverages.”
Abdulla Aujan, Chairman of Rani Refreshments commented “After many months of preparation, Coca-Cola India, together with its manufacturing and distribution partners, have launched Rani Float and we are now ready to make India a major global market for the Rani brand. Given the size of the market and the huge growth potential, I am confident that our new partnership will enable Rani to live up to its name as the “Queen” of juices in India.”