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Campaign of the Week: Our Cheeky New OOH Ad for Glebe Farm

‘Oat-no you didn’t!’

Oat-yes we did.

Our new OOH ad campaign for British oat milk brand Glebe Farm, which pokes a little (well, a lot) of fun at a certain competitor and the infamous lawsuit that took place last summer, lit up the big screens at Victoria Station this week.

Challenged to cut through the noise and grab the attention of passers-by – in an environment where time and attention spans tend to be short – we combined punchy, tongue-in-cheek copy with clean, minimalist visuals that put the product front and centre (technically a little to the right, but you get the point). As well as coming up with the idea and delivering the final creative, we planned and bought the media for the campaign.

The work has already garnered plenty of attention online, featuring in both The Drum and Campaign.

We’ll raise a glass of pure British oat milk to that.

Autofutura

On the back of significant investment into the business, the UK’s leading automotive retail and finance software company, Autofutura have appointed us to consolidate and evolve their brand messaging and hierarchy to accommodate exciting NPD. We have also been asked to develop a full communications plan to facilitate and enhance their European expansion plans. In addition, we’ll be redesigning their website and further developing their brand visual identity. The combination of You Agency and You Digital – both part of You Holdings – provided a fully integrated solution to both owned and paid platforms. ‘It’s pedal to the metal’ said our CEO, Michael Carr (yes really, Carr).

A new client is born

Following a competitive pitch we’ve been appointed to help King’s fertility, one of the world’s leading fertility clinics, to develop their messaging strategy and marketing communications to position them as the legitimate voice of the industry, promote their total transparent approach and to promote their services to both the private and public (NHS) sectors. Watch this space…

Understanding Immersive Interactions: Marketing to Complex Generations

Intro

“The children are our future”. Businesses need to take note of this ancient adage to establish long-term relationships with their prospective consumers. After all, millennials who were born between 1982 and 1996 are now in their mid-20s to 30s. Moreover, Generation Z was born between 1998 and 2016 which means that its oldest members are just entering their 20s. It is predicted that by 2020 millennials will make up 35% of the global workforce and that Generation Z will make up 24%[1]. This means that, within the space of merely three years, over half the working population will be made up of young, tech-savvy individuals.

To stand out from their competitors, brands need to create marketing campaigns which instigate immersive interactions with these young consumers. Millennials and Generation Z are incredibly active on social media, they predominantly use mobile devices to consume content, and they prefer personalised, multimedia content which caters to their specific interests. Consequently, immersive interactions enable these young consumers to establish trust with a business. To help you connect with this increasingly important consumer base, we have created the following article on how to implement immersive interactions within your existing digital marketing strategies.

01

What are immersive interactions?

The term ‘immersive interactions’ refers to the practice of enveloping consumers within a brand; creating an all-encompassing experience for the user across any channel which encourages them to interact with a brand’s products and services. As the Harvard Business Review aptly explains:

“The term interactive, as we interpret it, points to two features of communication: the ability to address an individual and the ability to gather and remember the response of that individual. Those two features make possible a third: the ability to address the individual once more in a way that takes into account his or her unique response”[2].

Some examples of successful immersive interactions include installing a chatbot on your company website which enables consumers to receive targeted answers to their queries. Similar instances of immersive interactions include a live chat session on your site where users can discuss their queries in greater detail with a brand representative. By asking customers these few fundamental questions and swiftly matching them with products and services that would best suit them, you can create personalised experiences for new and existing consumers.

Generation XMoreover, once a customer has purchased from your company, you could send them emails with product recommendations and other personalised content such as suggested articles or videos based on their individual preferences.

You could even implement this personalisation in your adverts. Creating an ‘If/Then’ scenario wherein customers answer questions which direct them to different advertisements that would best suit their choices. For example, if you are a food chain, you could ask users if they prefer hot or mild recipes and then direct them to appropriately flavoured products which suit their palates.

You can also host immersive interactions via social media in the form of ‘Ask Me Anything’ sessions, questionnaires or opinion polls. These types of immersive interactions are solely focused on resolving the customer’s needs; identifying their concerns as soon as possible and responding with a bespoke solution that is most suitable for their particular interests and requirements. In this manner, immersive interactions establish trust between consumers and brands which converts into return custom and recommendations.

02

Benefits of immersive interactions

Immersive interactions which provide consumers with increasingly personalised experiences can prove extremely useful for boosting long-term custom and securing loyalty with your brand. In fact, a Pure 360 highlighted how 93% of companies see an uplift in conversion rates from personalisation, 80% of consumers like it when emails they receive from retailers recommend products based upon their previous purchases, and 50% of consumers would be more likely to use retailers again if they were presented with personalised offers and information[3]. Furthermore, this Pure 360 study also warned that 74% of customers feel frustrated when website content is not customised so neglecting to implement these immersive interactions within your brand’s existing strategies could significantly hinder your progress in the future[4].

Generation YAnother significant benefit of immersive interactions is that they transform your client/business interactions into a two-way conversation. The advent of social media and smartphones enable businesses to instant message to their clients and receive immediate feedback on their products and services. Not only does this system allow brands to improve their services continuously, but it also ensures that customers feel that their concerns have been heard, valued, and used to improve their service.

Facilitating these types of immersive interactions with your consumers creates a sense of community and collaboration between brand and customer as well as fostering the reassurance that your brand is actively working to solve their problems in an optimum way. When using these immersive interactions, always include a call to action at the end, such as encouraging users to opt-in to a business email newsletter, download your app or like and follow your Twitter, Facebook or Instagram profiles.

In essence, immersive interactions put the user in the centre of their own ‘story,’ i.e. purchasing experience. Doing so creates positive engagement with your brand because your company and its staff appear more relatable and easily accessible online or via social media. Immersive interactions help you to understand customer behaviours more accurately so that you can facilitate a seamless experience between browsing for products, choosing their ideal service, and returning after recommending your services to others.

Looking forward, it is clear that these immersive interactions will continue to expand and evolve in response to the introduction of new technologies.

Generation Z

For instance, Vimeo has recently launched the ability for users to upload and watch 360-degree videos so that filmmakers can showcase and sell incredibly immersive content[5]. Similarly, cosmetics chain Estée Lauder have collaborated with ModiFace to launch a lipstick chatbot which helps consumers to choose their ideal lipstick shade by merely posting selfies[6]. As VR and AR technologies become an increasingly integral part of the lives of millennials and Generation Z, we can expect to see even more advanced examples of immersive interactions in the future. By embracing these new types of marketing strategies, your business can stay one step ahead of your competitors and secure long-lasting, incredibly rewarding relationships with a new generation of tech-savvy consumers.

Sources 

[1] http://www.growthbusiness.co.uk/will-millennials-and-gen-z-rule-workforce-2020-2551152/

[2] https://hbr.org/1996/11/the-future-of-interactive-marketing

[3] https://www.pure360.com/why-personalisation-is-important-what-7-statistics-tell-us/

[4] https://www.pure360.com/why-personalisation-is-important-what-7-statistics-tell-us/

[5] https://martech.zone/immersive-marketing/

[6] https://www.skyword.com/contentstandard/marketing/deciphering-new-digital-marketing-buzzwords-immersive-experiential-multisensory/

https://socialmediaweek.org/blog/2017/12/7-ways-engage-millennials-gen-z-social-media-2018/

Ageism in Agencies?

The extreme youthfulness of agencies (is bad for business)

A View from Simon Derungs:

Here’s a shocking statistic – the IPA estimates that just 5.9% of people working in UK agencies are aged 50+. The average age is 33, and has remained like this for the last decade.

I find this shocking not only because I’m in that age bracket myself; I simply can’t understand why agencies place such little value on experience, because I can tell you that it’s what clients value most. And I’m lucky enough to have found an agency that understands the importance of striking the right balance.

In a recent survey of senior marketers, one of the top ‘client gripes’ was “Fewer people but more experienced, please”.

Clients appreciate the advantages of having a small number of highly experienced and effective agency partners who understand them, their business, and their customers, and who have the expertise to deliver great solutions to their thorniest problems. A couple of grey hairs beats a beard and rolled up jeans any day of the week.

The extreme youthfulness of the people who work in agencies, and bias against age and experience, is surely the last great taboo in the industry. Don’t get me wrong, I completely understand how agencies thrive on the energy and creativity of youth. But in my experience, that energy and youthfulness doesn’t disappear as these people get older; indeed, their experience only makes them smarter and often more effective still.

In short, there’s a total imbalance, one that is not only unjust, but that makes absolutely no business sense.

source: https://marketoonist.com/

Why is this bad for business? Well, it means that agencies have little understanding of the most important audiences to whom they should be talking. The over 50s make up 35% of the UK population, and account for 70% of the UK’s household wealth. That’s over £6 trillion. Yet a recent YouGov report revealed that 80% of those aged 50 and upwards believe brands’ representations of their age group are NOT accurate.

In short, it’s the over 50s who have all the money and buy all the stuff, and yet this highly lucrative audience is hardly represented at all in agencies, except in the occasional lazy and condescending stereotype to promote funeral plans, erectile dysfunction and walk-in bathtubs.

More on that next time!


Boring Conversation Anyway..

I was at a dinner party last Saturday night with some loose acquaintances (no, not loose in that sense, it wasn’t that sort of party). We’ve all been in a similar situation where your choice of seating dictates whether you have a scorcher of an evening or a politely ankle-deep exchange of banalities with a stranger.

On this occasion, the social wheel of fortune had not been terribly kind to me, and as I sat there half-heartedly talking about schools (again) I started to muse on what the missing ingredient actually was that could transform this conversation from vapid to vascular.

I needed something to push against to be engaged. A point of view, an opinion, a stance, a spicy attitude. It was then that the upsetting truth of the situation hit me: I was clearly not providing anything for my table-mates to engage with either. Dammit.

It is curious to see that in an environment of outrageously fierce competition for consumers’ attention, not all that many brands recognise that they are in danger of being the dullard at the party. In the absurdly media-saturated lives of consumers (numbers vary but consensus suggests that consumers are hit with between 2,500 to 10,000 branded messages a day, around c360 ads are seen, c150 are registered and only around 12 can be recalled), it should be increasingly obvious that there is a need to boldly engage with consumers and to do it with audacious conviction.

 

Let’s call this Attitude Marketing

There was a time when we beat ourselves half to death trying to define a product differentiator however teeny, tiny, fag-paper thin it was, it was our Grail. How times have changed. Most brands recognise that any tangible product differentiator will no doubt be either overtaken or leap-frogged within 12 months.

I’m sure that this notion isn’t a huge shock to anyone reading this, however, what should be a shock is how few brands are doing it. Back as far as 2014, 75% of millennials agreed that they wanted to share a point of view with their brands. And yet, with notable exceptions such as Old Spice’s ‘Running on Empty’ or KFC’s ‘We’re Sorry. FCK’, this undertaking is rarely seen in earnest.

What I find the most surprising is that smaller brands, or brands with smaller marketing spends are not leaping on this as the way to punch above their weight, to get noticed, to win affection. And that not more agencies are prepared to tell their clients that they are in danger of being the drabster at the table.

The start-point in developing authentic Attitude Marketing is to fully understand the business that the brand is in. Travel companies aren’t in transport, they are in adventure. Detergents aren’t in hygiene, they are in family love. And burger and pizza restaurants aren’t in food, they are in connection.

 

Having an attitude requires commitment

During the last US Presidential election, we presented a new campaign to Gourmet Burger Kitchen (GBK). It required them to create a new burger made from rump meat so that they could run our campaign ‘VOTE RUMP, our thickest burger ever’ with the strapline ‘It’s a bit of an arse’. Our client at the time looked at it once, laughed like a drain and bought it. With a total budget of just £150k all in we made it happen and the results were stunning – it became their then best-selling special of all time.

 

As a post script, not only is that GBK client now Marketing Director of Burger King UK, she is also a fantastic person to sit next to at a dinner party, bursting with engaging opinions and most of all, attitude.