BITE Issue 7: adidas on what doesn’t make a celebrity | HP’s chat show targeting millennials

BITE VOL1

HUMANISING TECHNOLOGY

Issue 7 | January 2015

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 Unescapable rise of the celebrity: Intel selects four famous faces to create four

unique stories and adidas questions what doesn’t make you a celebrity.

5-7 Immerse your audience: M&S launches a shoppable editorial hub and Hewlett

Packard powers a live-streamed YouTube series.

8-10 New Year, new direction: Sports England harnesses the camaraderie of women

across the country and Reebok compares humans to chickens.

TO GET YOU THINKING

11 Fuel your imagination: Bicycle handlebars that use haptic technology and

the latest app from the team behind Uber.

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 1

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 2

Brands and celebrities have always gone hand-in-hand. In fact you’d be hard pushed to find a brand that doesn’t have a celebrity connection, but this craze is reaching a new level. Increasingly stars are being brought into the heart of brands and businesses, from Creative Directors to Innovation Consultants – think Rihanna for Puma and Will.i.am for Intel. Unlike celebrity endorsements of old, these feel like true associations, with both parties reaping the benefits on their reputations.

“I have never seen our industry lean more on celebrity,” said Tor Myhren, Worldwide Chief Creative Officer at Grey. “Leader brands are using them to flex their dominance, challenger brands are using them as a shortcut to quick buzz, and everyone is using their social media tentacles as a cheaper media channel.” Estee Lauder for instance recently appointed Kendall Jenner to open up the conversation with a younger audience through her 15.7m fan base on Instagram.

We’re also seeing rise of the vlogger (video blogger). Beauty guru Tanya Burr has over 2.7m subscribers on Youtube. In 2014 she launched her own line of products in partnership with Superdrug.

Even deceased celebrities continue to make an impact on our celebrity obsessed culture – see Max Factor’s recent appointment of Marilyn Monroe as their posthumous brand ambassador.

Read on for examples…

UN

ESCAPABLE RISE OF TH

E CELEBRITYUNESCAPABLE RISE OF THE CELEBRITYBy Katherine Maskell

16 minutesaverage dwell time

120,000new followers on Facebook and Twitter

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 3

UN

ESCAPABLE RISE OF TH

E CELEBRITY

INTEL TAPS POLAR EXPLORER, MUSICIAN AND OLYMPIANS FOR ULTRABOOK CAMPAIGN

Research had shown that when choosing laptops, 18-34 year olds were less likely to consider processor power, a key USP for Intel’s Ultrabook. Intel needed a way to engage this millennial audience.

Enter Polar explorer Ben Saunders, Olympic Gold medallists The Brownlee Brothers, musician Imogen Heap and fashion designer Christian Joy. Harnessing their social influence, Intel set about creating four unique stories by setting the stars a challenge that tested the limits of the technology. Fans could follow their progress on a dedicated website that was updated with new content each week, this included Ben Saunders broadcasting to fans from a polar wilderness during an 1,800 mile expedition.

This has been Intel’s most successful social campaign to date. Agency: MRM Meteorite

BECKHAM PARTNERS WITH DIAGEO TO LAUNCH WHISKYDavid Beckham may be a popular choice for advertisers but this time he’s

played his hand at launching a brand new whisky. Haig Club by Diageo, was co-created with pop mogul Simon Fuller. Beckham and Fuller were actively

involved in developing the brand, strategy and positioning. The TV ad was directed by Guy Ritchie and featured Beckham toasting the drink with

glamourous friends in the picturesque Scottish Highlands. Agency: adam&eveDDB

ADIDAS QUESTIONS WHAT IT IS TO BE A SUPERSTARTo mark adidas Superstar’s 45th birthday, the sports brand created a

campaign with Pharrell Williams, David Beckham, Rita Ora and Damian Lillard, which takes the unusual angle of what doesn’t make you a celebrity.

Speaking of the inspiration behind the campaign, adidas said, “Social media has completely redefined the concepts of self-expression, originality

and creativity and, throughout 2015 this campaign will question the need for external validation and celebrity worship.”Agency: Johannes Leonardo

MANDARIN ORIENTAL ENLISTS 28 CELEBRITY FANS Mandarin Oriental enlisted the help of some of their most famous guests in

order to stand out amongst other global luxury brands. Taking inspiration from their own logo (which depicts an open fan), they created the ‘Fan

Campaign’. Morgan Freeman, Liam Neeson and Dame Helen Mirren were among the first to star in video and print ads declaring that they were fans

of the hotel. There are now 28 celebrity fans in total.Agency: London Advertising

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 4

UN

ESCAPABLE RISE OF TH

E CELEBRITY

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 5

In recent years many brands have dived head-first into the world of content without truly considering its purpose. In some cases the simplest of rules has been ignored - put your audience first and commercial aims second. But we are now seeing a reappraisal of content strategies as brands mature their approach and go one step further in their emulation of publishers and entertainment businesses.

Natalie Massanet, founder of Net-a-Porter, recently said, “We’ve talked about how the Net-a-Porter group is actually not a retail company, it’s a media company.” Net-a-Porter launched a lifestyle magazine in 2014 and continues to utilise smart forms of content that encourage longer and deeper engagement.

Others are reappraising how content should fit within their overall channel mix - in particular their owned platforms. M&S for example relaunched its website last year placing a greater emphasis on long-form content and a new ‘editorial hub’ offering guidance and inspiration to shoppers. This brings a requirement for copy writers, editors, film producers and brand publishers – a fundamental shift in the way clients are shaping their marketing teams, which also has a knock-on effect to the skillsets required in their external agencies.

Read on for examples…

IMM

ERSE YOU

R AUDIEN

CE

IMMERSE YOUR AUDIENCEBy Nicky Herbert

28k clicks on ‘to buy’ links

1.2 millionminutes consumed

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 6

IMM

ERSE YOU

R AUDIEN

CE

M&S LAUNCHES EDITORIAL HUB WITH FASHION AND LIFESTYLE FOCUS

To further blend it’s on and offline channels, Marks and Spencer launched the Style & Living hub - a portal of entertainment, culture and fashion inspiration that bridges the gap between brand, retail and lifestyle. All the content is ultimately shoppable through technology built into the video players.

Each month, a celebrity interview is released, from Sophie Ellis Bextor talking about being a new mum right through to David Gandy on his love for classic cars. The films give a personality to the M&S brand and act as an entertainment channel in their own right. 40% of the products featured in the Sophie Ellis-Bextor film sold out within the first week.

Agency: Adjust Your Set

SAINSBURY’S FAST GROWING YOUTUBE FOOD CHANNELTo launch its new dedicated YouTube channel, Sainsbury’s partnered with

renowned fashion vlogger Fleur De Force and her husband Mike to offer a real-life perspective on cooking at home. Each week audiences tune in to watch the pair try a new recipe for the first time, whilst developing

their culinary skills. The channel has achieved 56k subscribers and over 2.2million views in the first six months.Agency: Gravity Road

HP POWERS MILLENNIAL YOUTUBE SERIES To raise awareness of their new tablets and computers, Hewlett Packard

launched the Fox Problem – a live-streamed entertainment show broadcast on YouTube via Google Hangouts. Hosted by three TV and internet stars,

the format took the shape of a high energy chat show, with celebrity guests including Daisy Lowe, Richard E Grant and Sir Richard Branson. This subtle

approach to product placement drove over £1.3m in sales.Agency: Telegraph Hill

PILSNER URQUELL: ESTABLISHING AN AUTHENTIC VOICEPilsner Urquell set out to redefine its relevance in a crowded market by

establishing itself as the original golden lager. To ensure an authentic voice, the brand employed a journalist, embedded into the brewery in the

Czech Republic and a leading blogger to report back from the international craft beer scene, telling authentic stories in real time. The content is central

to the new website and published across social channels. Agency: Good Relations

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 7

IMM

ERSE YOU

R AUDIEN

CE

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 8

It’s that time of year when many of us are reflecting on the past 12 months, eager to make a fresh start and set new resolutions for the year ahead. And as we enter January with this positive outlook we often find brands aligning themselves with the collective mindset and aiming to capitalise on this.

It’s true that certain industries are best placed to take full advantage – those that fit well with our personal goals. The recruitment agency Reed for instance has just launched “its most ambitious candidate attraction drive [they’ve] ever undertaken,” building on the previous success of its Love Mondays campaign. Whilst Virgin Active

looks to “shake up” the fitness industry with a “category defining” multi-million pound push that will see gym goers wearing exercise tracking wristbands in the not so distant future.

These are bold attempts by brands vying for the attention of ad-weary consumers. They posses instant shareability and talkability and most importantly they keep the engagement with consumers fresh and relevant as we enter the New Year.

Read on for examples…

NEW

YEAR, NEW

DIRECTION

By Nicky Herbert

NEW YEAR, NEW DIRECTION

Credit: reed.co.uk, Love Mondays by Contagious London

13 million online views in first three weeks

75%women say they want to be more active

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 9

SPORT ENGLAND GETS WOMEN OF ALL SHAPES AND SIZES STUCK INTO EXERCISE

Sport England has launched a hard-hitting fitness campaign encouraging women of all sizes to take up sport. The campaign aims to unite women across the UK, harnessing their camaraderie and respect for each other. It is in response to research suggesting that many are afraid to exercise because of a fear of judgement.

Running across TV, OOH, cinemas and shopping centre screens, the ads feature real women (not models), who sweat and jiggle as they exercise. ‘Sweating like a pig, feeling like a fox’ and ‘I kick balls, deal with it’ are two of the hard-hitting lines used. On the campaign website the public can leave messages of encouragement for one another.

Agency: FCB Inferno

NEW

YEAR, NEW

DIRECTION

SHREDDED WHEAT SHOWS WHAT IT MEANS TO LIVE FROM THE HEART

To co-inside with the New Year healthy eating trend, Shredded Wheat aims to inspire people to ‘Live from the Heart’ with a documentary-style series.

In the first short film, we hear from a middle-aged Northern Soul enthusiast looking to lead a healthier lifestyle so he can continue to follow his passion.

Another is narrated by 59-year old wild-water swimmer Julie as she tells us about her love of the outdoors. An onpack promotion will run later this year to find the next Live from the Heart story. Agency: McCann London

LET IT FLY, VIRGIN ATLANTIC’S NEW BRAND PLATFORMVirgin Atlantic kicked off the year with a new global brand proposition

- ‘Let it Fly.’ The customer centric approach has a clear message - the world doesn’t come to you so go to it. The campaign is centred on a TV

and cinema ad that follows the story of one man travelling to pitch his business idea. It skilfully captures the attention of both business and

pleasure-seekers encouraging them to follow their dreams.Agency: adam&eveDDB

REEBOK WANTS HUMANS TO LIVE FREE RANGEIn an unusual departure for a fitness brand, Reebok has made the

comparison between humans and chickens in its latest spot. Free Range is a captivating ad that encourages people to escape a culture of monotonous, uninspiring and inactive lifestyles and instead opt for a

lifelong commitment to exercise. Agency: Venables Bell & Partners

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 10

NEW

YEAR, NEW

DIRECTION

FUEL YOUR IMAGINATION: find inspiration beyond marketing

Each night in January at 11:57pm, the face of artist Sebastian Errazuriz took over the screens in Times Square. The installation, called A Pause in the City that Never Sleeps, was in

reaction to being overwhelmed by adverts.meetsebastian.com

These bicycle handlebars from Smrtgrips use haptic technology to guide cyclists along their journey enabling eyes-free navigation; the handlebars vibrate depending on which way they should turn. smrtgrips.bike

Pixel is a contemporary dance show that merges choreography with 3D projection mapping. As the dancers move around the stage, the pixels disperse in response.vimeo.com/114767889

These intricately designed chocolate cubes are an experiment into how texture can affect taste. Each is named after a Japanese expression for

texture - zara-zara and poki-poki. Designed by Japanese firm Nendo.www.nendo.jp/en

The team behind Uber has announced Reserve, a concierge-like restaurant reservation service. You can even pay for your meal through the app so there’s no need to pull out your wallet.bit.ly/1E5QwEy

Taking a cue from the growing success of private members clubs, Virgin Hotels has launched the Commons Club. Each evening between 6-7pm, guests experience the social hour, a roundtable

debate with cocktails. bit.ly/1D9lxIA

APP

HOSPITALITY

PERFORMING ARTS

FOOD

ART

TECHNOLOGY

BITE ISSUE 7 | © CREATIVEBRIEF | JANUARY 2015 11

Carrington House126-130 Regent StreetLondonW1B 5SE Tel: +44 20 7478 8200www.creativebrief.com

GET IN TOUCH…If you are a client wishing to find out more about BITE

or the marketing and agency landscape, please contact: Charlie Carpenter, Managing [email protected]

If you are an agency wishing to share your work, please contact:

Nicky Herbert or Kara Melchers, Intelligence [email protected] or [email protected]