Magnet #58 08/07/22
Magnet #58
Welcome to another edition of Magnet, today we’ve got a line up of the newest campaigns to talk about.
Enjoy.
Campaigns: Paramount+
As it geared up to launch in the UK, Paramount ran it’s biggest ever UK campaign. New TV adverts starring Uma Thurman and some of the stars of Paramount+ are part of a major campaign spanning TV, cinema. print, digital & social media and influencer activity.
The launch line up included exclusive originals, blockbuster films from Paramount Pictures and a wide selection of Paramount’s most iconic shows, including the sci-fi smash HALO, Star Trek: Strange New Worlds, The First Lady and kids’ favourites Kamp Koral: SpongeBob’s Under Years and PAW Patrol: The Movie.
Additionally, Paramount will take advantage of the reach of its owned and operated platforms in the UK and Ireland to cross-promote Paramount+ content on its free-to-air and pay TV channels, including Channel 5, MTV, Comedy Central and Nickelodeon as well as the streaming services My5 and Pluto TV.
Launch night will saw Channel 5 air the opening episode of one of the biggest hits on the streaming service under the banner ‘Paramount+ Presents – HALO’, with viewers encouraged to watch the rest of the series on Paramount+.
https://www.yNew TV adverts starring Uma Thurman and some of the stars of Paramount+ are part of a major campaign spanning TV, cinema. print, digital & social media and influencer activity ahead of the streaming service’s launch on June 22.
It’s the biggest-ever campaign that Paramount has run in the UK.
The launch line up will include exclusive originals, blockbuster films from Paramount Pictures and a wide selection of Paramount’s most iconic shows, including the sci-fi smash HALO, Star Trek: Strange New Worlds, The First Lady and kids’ favourites Kamp Koral: SpongeBob’s Under Years and PAW Patrol: The Movie.
On television, the spots will be placed around peak time programming on a range of commercial channels, including the Paramount-owned Channel 5 and its digital portfolio, as well as broadcasters’ video-on-demand services and YouTube.
On cinema screens, the adverts will take premium positioning around some of the most anticipated films of the summer, such as Elvis and Thor: Love and Thunder.
Additionally, Paramount will take advantage of the reach of its owned and operated platforms in the UK and Ireland to cross-promote Paramount+ content on its free-to-air and pay TV channels, including Channel 5, MTV, Comedy Central and Nickelodeon as well as the streaming services My5 and Pluto TV.
Launch night will see Channel 5 air the opening episode of one of the biggest hits on the streaming service under the banner ‘Paramount+ Presents – HALO’, with viewers encouraged to watch the rest of the series on Paramount+.
Campaigns: European Women’s Championship
As the European Women’s Championship starts , Rebel Girls has partnered with Nike EMEA on a set of 25 stories celebrating female footballers.
The stories, which will showcase Nike-sponsored athletes and their communities, will be made available across Nike’s website, app and social channels, with seven audio stories available via Rebel Girls’ app and website. Rebel Girls has also produced a book, Rebel Girls: Game-Changing Footballers, 12 Thrilling Stories of Female Athletes, which will be available in Nike stores. This is clever marketing- in an effort to get young audiences interested in an event, and on the flip side, the young audiences who are already interested in the Championship will become loyal to Nike as a brand.
Campaigns: Bodyform
This week, following its multi-award-winning ‘Womb Stories,’ Essity-owned feminine care brand Bodyform launched a new campaign to tell the unfiltered truth of periods at night. The new campaign seeks to dispel the “sleeping beauty” myth, that periods are somehow put on pause when the person sleeps. “For years, society, brands and advertising have presented images of peaceful, restorative sleep, even for those who are menstruating. The reality shown through #Periodsomnia is that it can be more chaotic for some women,” says Essity femcare global marketing and communications director, Tanja Grubner.
The brand, which is owned by Essity, has a history of tackling taboos in its marketing. This work has included being the first brand to show period blood in its campaign #Bloodnormal, and showcasing the diversity of vulvas in “Viva la Vulva”.