+ September 17, 2021
Weekly Scoop #6
OOH Story of the Week
This summer saw a rise in the popularity of pop-ups with brands. The format allowed brands to connect with their customers, gain immediate feedback, and provide a unique experience. The Drum sited Viva Las Vengence: Army of the Dead VR experience as one of the most engaging pop-ups of the summer. Collaborating the Netflix, customers were transported into a zombie-infested Las Vegas where they got to experience critical elements from the film. Momentum Worldwide is seeing more clients becoming confident in the format post-pandemic and points to trends of AR and biometric technology being incorporated into the pop-up experience.
Social Media platforms are seeing a growing number of ‘grandfluencers’, those aged 70 plus who have gained mass followings on social media with younger audiences. This new wave of influencers appear across a variety of platforms. Instagram features 75-year-old Joan MacDonald, a fitness influencer who turned her life around after a health scare. Over on TikTok you can find four friends with the username @oldgays who have amassed 2.2 million followers and an endorsement deal with Grindr.
Diversity Story of the Week
Google’s new campaign ‘Hands Raised’ tackles difficult questions revolving around race, religion and mental health. Narrated by footballer and activist Marcus Rashford, the film depicts different scenarios showing members of the public observing situations they don’t understand and typing their questions into Google. For example, one man notices his colleague is not acting themselves at work and searches ‘How to check on someone’. Rashford narrates alongside stating, ‘It’s okay not to know. To be curious. To be clueless. It’s okay to ask. After all, it’s not our questions that define us. It’s what we do with the answers.’
Press Story of the Week
ES Magazine, the Evening Standard’s lifestyle magazine, has unveiled it’s first non-fungible token (NFT) artwork. The cover of the magazine contains a QR code which, when scanned, brings the digital cover to life. The NFT is up for auction on the 24th of September with all proceeds being donated to The Felix Project, a charity that provides help to the hungry throughout London. Chief Executive Charles Yardley said they are proud to be ‘the first fashion publication to produce a moving 3D NFT piece’.
Brand Story of the Week
Italian brand De’Longhi has launched its ‘largest ever campaign’ this month. The new ad comes after the recent announcement of Hollywood actor Brad Pitt as brand ambassador. The brand is seeking to boost awareness and drive growth in the premium end of the category. Their global ‘Something Perfetto’ campaign launched at the beginning of the month and shows Brad Pitt riding a motorbike to collect coffee beans from an independent store, taking them home to make his own premium cup of coffee. De’Longhi marketing director Alex Pickering says the UK coffee market is ‘not as mature’ as others in Europe, leaving plenty of space for the brand to grow.