As the year comes to its end we thought we’d reflect on 2018 and look ahead with our crystal ball for some of the trends that will affect us in the near future.
2018 saw the quiet launch of our new model for brands – Oxygen™. Time and again we heard marketers saying that they would love to be ‘always-on’ but that budgets just didn’t stretch like that. So we developed a model that is designed to be a platform for brands that is built on creating or reinforcing distinctive brand assets such as a characters, colours and sounds and using them as the basis for distinctive messages that always reinforce the brand – even if the message is largely tactical. Our first customer was George Weston Foods – for whom we developed the Tip Top Bread with the love baked in campaign – Sales and market share for the brand have been tracking upwards since launch – proving the concept in market.
Kellogg’s have also commissioned BrandWorld to apply the model to their brands – so we are getting traction with some serious marketers.
In addition to the Strategic Oxygen™ product we are reviving our Discover® brand and have launched Never A Dull Dinner on the platform – to help FMCG marketers motivate their customers to try something new (most families have only a limited repertoire of meals they cycle through week-in, week-out). Discover is the practical – get the job done product - from BrandWorld. It’s designed to make life easy for products and brands that don’t have the time or budget to go through lengthy and risky planning and production with a conventional agency.
Family Health Diary
It has been a busy year for Family Health Diary. We have gone from strength to strength and have continued to evolve FHD with a refresh of on-screen presentation and develop new ways of leveraging 20+ years of investment in the brand. Work for Tivicay a medicine for people living with HIV sensitively addressed the issue and initiated positive conversations about the topic. Planning a campaign that involved the Grinder app was certainly a first for us. We welcomed new brands and brands like GSK, with whom we have worked in the past. Work for Pfizer’s Viagra brand was another stage in our 20 year relationship.
We’ll fill you in on the Band Together saga in the new year – it’s been quite a mission – but we were excited to release the new work for our litter campaign on behalf of Be A Tidy Kiwi and the Packaging Forum – following on the heels of ‘It’s just how we do things round here’. We created a song to infiltrate the consciousness of Kiwis and encourage them to pledge to be a tidy kiwi. We wrangled the help of celebrities ranging from Silver Fern netballers to members of parliament from across the political spectrum – and, at the 11th hour managed to capture the prime minister’s support – literally hours before the despatch deadline. The TV campaign has a supporting website and significant digital and social activity. Even radio - setting aside our controversial views of the medium. … Have a look at the BandTogether website and make the pledge to Be A Tidy Kiwi!
Things we’ve noticed:
Outdoor/out of home advertising is growing so fast, driven by digital enablement. It has low reach but seems popular with creatives as a new large electronic palate.
There is some doubt is being raised for a second year by clients around the effectiveness of digital – we’re interested in how we can take some of the risk out of digital by applying BrandWorld’s systematic approach – and our methods for simplifying the complex.
Video continues to grow in popularity with consumers and clients.
Social appears to be suffering from the intrusion of brands that has proven annoying to users as well as anxiety about intrusions on privacy.
Netflix has ballooned – we predict an ad subsidised model on top of subscriptions – just like SKY did. Their dominance in streaming video in the US is being challenged - Disney are about to launch their own platform and remove their content from Netflix (whose share-price has plummeted in advance).
‘Acts not Ads’ some serious brands are committing to Customer Experiences (CX ) – the risk is that experiences can become non-events. Virality is a fickle thing and, without significant reach can become a wasteful exercise – consuming resources but delivering few returns.
At BrandWorld we believe that brands must find ways to become a relevant part of consumers lives. Not every product or brand can expect to be embraced by consumers in deep and meaningful ways – some brands will have higher utility than others. Some brand simply need to remind people that they are still there to be in the consideration set -and anything more would be an intrusion.