+ September 24, 2021
Weekly Scoop #7
Digital Story of the Week
Drinks brands are increasingly using ‘connected packaging’ to engage with consumers. Connected packaging refers to the trend of turning the product itself into a digital touchpoint. QR codes, NFC tags and augmented reality can be incorporated into the packaging and link to digital experiences. Brands are increasingly utilising this to think creatively and find new ways to engage customers and provide unique experiences. BÖEN Wines recently used the technology to launch a million NFC bottles. The digital tag took customers to an online experience that placed them in a virtual farmhouse, discovering food and wine pairing tips, building an online cellar and sharing pictures.
TV Story of the Week
Current plans to privatise Channel 4 are in ongoing discussion within the UK government. The channel, which is publicly owned, but commercially funded, primarily through TV ad revenue, is being considered for privatisation. The proposition has been opposed by both the IPA and ISBA with the primary concern of how this will affect competition for ad spots. The AA stated the government would ‘need to think carefully’ about steps in order ‘to protect the risk-taking and inventiveness for which Channel 4 is currently known.’ However, the previous culture secretary Oliver Dowden, had championed the plans as the only way to compete with streaming giants such as Netflix and Amazon Prime.
Social Media Story of the Week
Instagram’s new global brand campaign is promoting the power of ‘self discovery’. The campaign includes a 95-second film that promotes the social media platform as a way to help young people discover a sense of identity. The advert also delves into the in-app features and content that the platform can provide to users. Melissa Waters, vice-president, marketing at Instagram, said: ‘More than any generation before them, young adults today are seeking to discover who they can be.’ The campaign comes at an interesting time for the brand, which recently received some negative press in the Wall Street journal after research found that the platform had a significant negative effect on young people’s mental health.
Diversity Story of the Week
British company WPP has revealed the first successful applications to is Racial Equity program. Nine creative projects have been chosen to help advance racial justice across the world as part of an initiative launched back in June. Some of the projects selected include a professional network to champion and research diversity within the company and an initiative to increase career opportunities for black and brown students in Detroit who are interested in a creative future. WPP’s Racial Equity Program team is now preparing for the next round of applications, which opens in January 2022.
OOH Story of the Week
Cardiff has utilised out of home screens to help safely guide freshers’ home throughout the city. 35 digital billboards are lighting up the capital, featuring a scannable QR code that takes users to the Safe Places app, directing them to their nearest ‘Safe Place’. The campaign targets areas with high student footfall after research found 80% of women in the UK had been sexually harassed in public spaces.