CARAT JUICE #195

02/05/2016

The latest freshly squeezed trends and news from the world of media

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STRATEGICALLY MINDED

TREND: TALK TO ME

We are entering the era of the conversational interface; where technology is increasingly emulating the inherently social nature of humans and dialogue is central to interactions between people and brands. We can talk to our phones, our cars, our TV’s – and they are starting to talk back, giving brands new platforms for which to design experiences. Advertisers need to start thinking about augmenting brand guidelines to be less about creating static personality, and more about conversing and building relationships with customers. A great example of this is Uber’s recent integration into Facebook Messenger; allowing users and their friends to hail an uber from within the private messaging app. Conversational interfaces are opening up new, exciting opportunities for brands to express their unique personality and tailor interactions to the individual.

SPEAK TO A SWEDE

Who better to promote a country than the everyday people that live there? The Swedish Tourist Association harnessed this notion by setting up an official telephone number - for the country itself! Anyone in the world can call the number and talk to a random Swedish person, who in turn becomes an unpaid ambassador for their country. In its first two days, the service received over 15,000 calls and racked up more than 26 days of talk time over the course of the activation.

PORSCHE ENTERS A NEW DIMENSION

Porsche have utilised clever hologram technology to bring a magazine ad to life as part of their new 911 launch. A small acetate prism included in an advertising spread can be placed on any tablet computer to generate a floating 3D Hologram of the latest Porsche 911. The tactic is perfectly aligned with Porsche’s key pillars of fascination and innovation, and is a great example of leveraging new world technology to drive extra engagement from a more traditional media format.

SOCIALLY SAVVY

FACEBOOK OPENS UP MESSENGER TO BRANDS 

With more than 900M people using Messenger every month, Facebook have started to roll out changes to the service, enabling a greater level of communication between brands and consumers. Changes include the adoption of twitter-like usernames to make it easier for people and brands to find one another. Additionally, brands will now be able to add their username to the Messenger URL and put these links anywhere - website, TV, OOH - proving that the possibilities for a one-to-one conversation are endless!

BURBERRY OWNS SNAPCHAT

Burberry has bridged the gap between their in-store and online environments by using Snapchat to give shoppers access to exclusive content. Burberry shoppers can now use their mobile device to scan an in-store 'Snapcode' to unlock select style and grooming tips. The content also marks the launch of Burberry's own Snapchat Discover Channel, a first for the luxury fashion brand category. The Snapcode content will be available to all Burberry customers for two months and is supported by TV, Print and OOH.

TRADING PLACES

NINE DOWNGRADES 2016 FORECAST

Following a disappointing start to the ratings series, Nine has downgraded its financial year 2016 results forecast. A combination of rained out cricket tests, last minute take up of T20 World Cup, and below expected performance of new programming has meant that the network share for the year has been readjusted to 37%. In market Nine continues to push the strength of their Q2 offering to counteract Q1 performance.

AN UNEXPECTED SUCCESS STORY

9Life has managed to exceed expectations to become the success story of the year so far. At the beginning of April, 9Life had a daily share of 4.1%, putting it on par with Nine's more established channel Gem (4.2%), and within striking distance of Go! (4.7%). With the channel outperforming Seven's 7Flix and delivering a consistent audience without cannibalising Nine's other channels, 9Life manages to hold its own in comparison to the other digital channels on offer.

CLIENT NEWS

HOLDEN PARTNERS WITH PEDESTRIAN.TV TO ‘SPARK CHANGE’ IN YOUNGER FEMALE BUYERS

To celebrate the launch of their all new small car, the Holden Spark, Holden has partnered with Pedestrian.TV & Carat to introduce the ‘Spark Tribe’ – a group of Australian women who, in short, are killing it across the board. In a twelve-part original content series, Pedestrian talks to the women behind Canva, Willow & Blake + Frank Body, Sporteluxe, and Local Gatherings + Stephanie Somebody, about the moments that ‘sparked’ a change in their lives to lead to their now-booming careers. The ‘Spark Tribe’ is part of Holden’s broader ‘Spark Change’ campaign, designed to change the way they speak to and engage the younger female car buyer.

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