Campaign Story of the Week
Budget-friendly Supermarket Aldi has made use of a cheeky OOH format to troll M&S with the return of ‘Cuthbert the Cake’ to stores. One execution saw a Digi-Van parked outside an M&S store featuring the text, ‘Colin all cake fans. Cuthbert is returning to Aldi’. This is just another example of the stores effective use of Guerrilla advertising, which began on Twitter last year following M&S’s legal battle regarding similarities between the two cakes.
Partnership Story of the Week
This Girl Can and Strava have partnered in joint campaign ‘Make Your Comeback’, encouraging women to get active again. The work is built on the finding that one in three British women stopped exercising as a result of the pandemic. The campaign consists of three short films, each telling the story of an individual’s return to sport ‘demonstrating that no matter who you are, and where you’re starting from, anyone can make a comeback’. Strava will also be hosting a This Girl Can club on its app as part of the partnership.
DOOH Story of the Week
OOH sites around the UK and Europe are set to turn into donation channels for the Elton John AIDS Foundation throughout June, for the month of Pride. The foundation teamed up with Clear Channel to transform DOOH sites with an ‘LGBT-QR’ code featuring Elton John’s face as a QR code and the text ‘Put your money where your pride is scan and donate to the Elton John AIDS foundation’. When scanned the code takes users to a page where they can make a donation to the HIV charity.
Social Media Story of the Week
Social Networking platform Tumblr is reportedly trialling the first brand safety tool for gifs. The technological leap has been made possible by a new partnership with digital advertising platform GumGum and their Verify contextual advertising solution, which grants Tumblr access to support for the animation format. It is the first social platform to enable Verify, whose contextual image analysis gives consumers peace of mind that ads will be relevant, safe and non-intrusive, without needing to access personal data.
Podcast Story of the Week
Following successful growth The Economist is considering placing a paywall on their podcasts after reaching 3 million listeners per month. The current affairs podcast now reaches more than double their print counterpart. John Prideaux, Director of Podcasts, attributes their success to the natural fit the medium made for the publication, both formats require, ‘good reporting, striking analysis and clarity’. However, The Director did point out that podcasts allow more room to develop stories and add colour.
