Magnet 94
Happy Friday everyone! And Eid Mubarak to those celebrating today!
Today we’ve got some stats to dig into and some great campaigns to take a look at, but before we get into it, if you missed our IRL Activation with Strictly stars, well, you don’t want to miss it.
Enjoy!
Branding success for ITVX
ITVX has overtaken Disney+ and All4 as the UK’s fourth most considered streaming platform.
Compared with data from November 2022, YouGov’s BrandIndex for March 2023 shows the platforms consideration grows from 29.2 to 38 beaten only by Netflix (62.6), BBC iPlayer (54.4) and Amazon Prime (48.2).
ITVs CMO Jane Stiller claimed that a 50% increase in media spend would help the rise of ITVX amid the takeover from ITV Hub which appears evident as the brand rises to the top of the ad awareness chart with a score of 27.7 (previously 13.3). ITVX also shows improvements in its index score, which is an indication of overall brand health, increasing 6.4 points to 19.9. A report from Barclays highlights that spend on digital content and subscription services rose by 4.1% in March.
Campaigns:
Tesco launched a campaign in the run-up to Eid, the celebration which marks the end of the Muslim holy month of Ramadan.
The campaign focuses on a family preparing for Eid and to celebrate the event with loved ones and food. The supermarket created the campaign with BBH and EssenceMediaCom. It also worked with strategic equity, diversity & inclusion consultancy The Unmistakables as well as the race and ethnicity network at Tesco to ensure the representation of British Muslims celebrating Eid was authentic
The creative is part of Tesco’s ongoing ‘Food Love Stories’ platform and builds on its 2022 ‘Together this Ramadan’ campaign. The supermarket tested the ad using System1’s effectiveness rating and claims it received 5.9 stars among the Muslim audience, the highest possible score.
Industry Stats:
Yesterday, the IPA released Q1 2023’s Bellwether Report. The Report is researched and published by S&P Global on behalf of the IPA. It features original data drawn from a panel of around 300 UK marketing professionals and provides a key indicator of the health of the economy.
In Quarter Four 2022, we saw the appetite for marketing was strong, despite the uneasy waters of a possible recession, and now we have the results of Q1 2023, it is great to see that this is continuing for marketing activities to support brands. According to the survey’s findings, Main media marketing, which includes online advertising activity and budgets for campaigns on TV, recorded its strongest expansion in spending since Q1 2022 (net balance of +5.8%, from +4.4%). To read our full breakdown click here.
Campaigns:
To celebrate the release of the Galaxy S23 Ulta and its 200-megapixel ISOCELL camera, Samsung hijacked a photobooth in Piccadilly Circus in order to showcase the quality of the device. Once set up, Samsung moved the photobooth to Piccadilly Circus and signposted it as the “ISOCELL Photobooth”.
Passers-by entered the photobooth expecting a normal low-quality print out and instead received the super high quality images using the new megapixel camera.
But to take the campaign even further, photobooth users were further surprised when their pictures taken in the booth appeared on the huge billboard screen in the famous location.
See the users surprise!