TODAY WE PRESENT ADVERTISING NEWS FOR THE FIRST HALF OF OCTOBER. WE DON'T LIMIT OUR PROFESSIONAL INTEREST TO OOH - THE FUTURE LIES IN CROSS-MEDIA SOLUTIONS. HERE IS A SELECTION OF INTERESTING CASES.
Media group StarLight Media, in partnership with technology company Adtelligent, has launched a new method that allows the identification of ad-blocking software and disrupts it through advanced methods. This technology will enable advertisers to reach an audience that was previously blocking ads. The system regularly updates identification methods, making it difficult to overcome.
The chain of children's stores "Antoshka" underwent internal process changes, increased store efficiency, changed the logo, and created a new format from 2011 to 2018. The redesign also affected the online store, starting in 2014. As a result of the redesign, the conversion rate of the online store increased by 36%. Dmitry Kuruz, the executive director of the interface design and project company "Turum-burum," shared the "Antoshka" cases in a column published in ain.ua. Here it is in full.
What to do when the classic scheme "adapted creative + direct TV advertising" doesn't work? Fractal sponsorship for the Danissimo brand. The practice of adapting creative materials from other countries is widespread in international companies. Danissimo brand was no exception. In 2018, after a long media break, a redesign and a change in the communication platform were supported by a new TV commercial in the style of "luxury life," which had been successful in another country. Unexpectedly, the Ukrainian target audience did not recognize its favorite brand in the video with yachts and limousines, accompanied by low AdRecall figures and a decrease in brand awareness instead of the expected growth.
To convey the message about the risks of climate change, the agency Zubi and the animal rights organization Cleo Foundation created an outdoor campaign made of wax. The three installations created for the campaign melted in five days under the hot Florida sun.
Agency Forsman & Bodenfors in Sweden offered a simple and ingenious solution for the public transport operator Västtrafik to help passengers maintain distance. Creatives created a bag that passengers could place on the adjacent seat to prevent others from sitting nearby. The first batch of 1000 bags was distributed for free at the central station in Gothenburg. The message on the bag says, "I would like to sit next to you, but not right now. Thank you for keeping your distance." "We usually don't promote the idea of putting bags on seats. However, during the pandemic, it's the right thing to do," noted the company.