MARCH 2018: MEDIA & MARKETING REVIEW
Here's a look back on the media and marketing news over the last month.
Lidl Goodness Gang
As part of Lidl’s marketing strategy, Lidl transformed several Bus Shelters around Dublin into arcade style claw machines containing the retailer’s ‘Goodness Gang’ teddies, a range of colorful and cuddly food heroes designed to help parents teach, motivate and reward children for healthy eating. A great way to pass the time while waiting for the bus, the hugely popular claw machines were installed on George’s Street, Baggot Street and Drumcondra Road. They were free to use and each location was topped up with new toys every day until the 11th of February.
The toys were exclusively available in Lidl stores around the country until April 1st. To collect the whole Goodness Gang, customers spending €20 got a collector card along with two stickers. For every €10 after that, customers received one additional sticker and once all 10 stickers had been collected, customers could buy a food hero teddy for only €3.99. With every 20 stickers collected, customers could get a food hero teddy for free.
The activation was developed by Lidl, planned by Mediaworks and Source Out of Home and built by Eclipse Media. PML Group’s iQ research intelligence found that 80% of respondents agreed that specials make an advertisement much more memorable.
As Irish Rugby fans eagerly awaited Ireland’s 6 Nations matches, Guinness was counting down on digital screens across Ireland.
PML Group’s Dynamic platform enables digital campaigns to run seamlessly across multiple networks. The countdown can be seen on screens including Clear Channel’s new Tesco Live units, JCDecaux’s Digipole in Ballsbridge, Orbscreen and in-bar. Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19%.
The dynamic element of the campaign will be running for all five matches.
Supplementing the dynamic digital is a heavyweight OOH campaign planned by Carat comprising 48 Sheets, Golden Squares, Metropoles and Commuter Squares and the Green Screen located at Stephens Green shopping centre.
BoyleSports Agree OffTheBall Sponsorships
Boylesports will take over as the title sponsor of the football and GAA coverage on OffTheBall.com, with a new 12 month contract.
The deal will see Boylesports integrated into OffTheBall’s content across the company’s social and video channels, as well as appearing on-air and at several OffTheBall events throughout 2018.
Lawrence Lyons, a spokesperson for Boylesports, said: “We’re delighted to be getting involved with OffTheBall and believe the partnership reaffirms our commitment to Irish sport and cements BoyleSports’ position as one of the biggest supporters of GAA and Football in Ireland.”
“We have been long-time fans of OffTheBall’s output so it’s an exciting time for us to be getting on board. We can’t wait to take part in their inventive content and provide a little bit of extra engagement for their audience.”
€74,533 Raised by Radio Nova's Charity Event
Radio Nova has brought in €74,553 for Focus Ireland Charity by running this year’s Radiothon.
Nova CEO Kevin Branigan said, “We are completely blown away by the generosity of our listeners. Raising over €74,000 shows how important this issue is to the average Dubliner. This amount of money will go a long way to changing lives.”
Money was raised from the 45 Applegreen stores based in Wicklow, Dublin, Meath and Kildare, organising collections in store for the two days.
A host of celebrities offered their support to the charity event including, Simon Delaney, celebrity chef Derry Clarke, professional snooker player Ken Doherty, TV3 Presenter Glenda Gilson, Rugby Pundit Brent Pope, comedians Ed Byrne, Kevin McGahern, Fred Cooke and Karl Spain.
Source: radiotoday.ie & chooseradio.ie
Instagram Introduces Shoppable Posts
Instagram will now allow brands to tag products in content allowing a straight forward post to purchase experience.
This new ‘shopping’ feature will allow brands and businesses to tag up to five products in organic posts which customers can then tap on the product to find out more info and make a purchase.
Instagram, will act like a shop window so that users can explore products from businesses they follow. Similar to the current tagging option but instead of tagging people they will be able to tag products. Here they will be able to click on a post and immediately see the name and price of the product; if they then click on the tag consumers will be brought to a more detailed page – with more product details, similar items and other shoppable posts from the brand – all without going into the product website. Then, if the consumer taps the ‘Shop Now’ link from the product details view, they’ll go directly to that product on the business’s website.
This will be extremely valuable to brands from an ecommerce strategy which has huge potential.
Shopping is only available to those with Instagram business accounts and, after launching in the US in 2016, will now be available in the Spain, Italy, Germany, Australia, Brazil and The UK.
For shopping to work, businesses must sync a product index with their Facebook Shop so that Instagram can pull in all product index information from Facebook, including a link back to the website.
Instagram has trialled the feature with three UK brands: luxury swimwear brand Heidi Klein, slipper company Mahabis and Marks and Spencer. Instagram has always been a great platform to engage with people and showcase products.
In addition to the current insights that Instagram offers for businesses, brands will be able to see what posts gain the most product clicks and which product tags were the most popular.
Shopping is currently free although there are plans to offer a paid feature to promote posts beyond a brand’s followers in the future.
Facebook to Add Tracker-Based AR to It’s AR Studio
AR efforts on social media such as selfie filters, animations and 3D items have been relatively static…up until now as Facebook is planning to add tracker-based AR to it’s AR Studio next month. They tech giant is currently testing AR experiences using movie posters for “Wrinkle in Time” and “Ready Player One”. Facebook users can point their phones at the movie poster to see a virtual world and other effects that jump out at the screen.
Facebook’s new tool allows brands to have a wider range of AR content with potentially better user experience. Marketers might value the tool most when tailoring location-based or experiential activations that tie together digital elements with the real world as well as using the content to engage audiences.
Always trying to surpass it’s competitors such as Apple and Snapchat, Facebook acquired FayTeq in August, a a German startup that tracks objects in video content and allows for the objects to be manipulated or removed. With FayTeq’s ability to virtually edit video to add or remove objects along with the new new location-based markers Facebook marketers will have new tools to demo products or provide interactive product information. Facebook are allowing marketers to create AR experiences for brands that are more dynamic, allowing deeper social interactions with consumers.
March TV Viewership
In March we saw impacts down across most key audiences, however Adults made a strong improvement with an increase of 3% compared to 2017. Adults 25-44 is down 1% on last year, it has stayed relatively stagnant which was good to see. Housekeepers with Kids and Adults 15-34 saw the biggest drop with Adults 15-34 down 6% and housekeepers with kids down 4%.
This information is illustrated in the below graph:
RTE had one of its best months so far, this year, with impacts up across all audiences. March saw Adults 25-44 up by an impressive 11% followed by broad Adults who were up by 8% and Adults 15-34 by 9%. HK+CH finished the month also strongly with a rise of 3%.
TV3 too had a very strong month, with impacts up across every audience. Adults 15-34 saw a slight increase of 2%. Adults 25-44 also showed a great increase, finishing the month up with an increase of 3% closely followed by Adults at 7% and HK+CH at 7%.
TG4 has once again continued its strong resurgence and finished the month with rising impacts across most audiences. The most notable performers were ADS 15-34 achieving double digits with 25%, Adults was up by a very respectable 17%. Adults 25-44 was also very impressive coming in with 23% compared to February. HW+CH seemed to have a very difficult month with TG4 coming in with a decline of 36%.
Sky continued to have a difficult run of months with March, which saw a fall of impacts across all demographics. We will continue to monitor this. Adults 15-34 fell by 8% and Adults 25-44 by 6%. HW+CH came in with also a disappointing result of 14%. Adults even though performing the best didn’t do great, coming in with a fall of 5%.
Medialink had a relatively good month. HW+CH saw a decrease of 3%, which was good considering the difficulty there was with that audience across the stations. Adults 15-34 was a little disappointing seeing a fall of 10%. Adults and Adults 25-44 both maintained impacts coming in with 0%.
In NI, both UTV and C4 had a poor March with a decrease across all audiences compared to this time last year. Adults 25-44 saw the largest fall coming in at 17%. HW+CH came in with a decrease of 15%, with Adults 15-34 coming in with a fall of 11%. Adults alone came in the strongest however still saw a decline of 8%.