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Nike uses TikTok to tackle gender equality through dance moves

Around 55% of young women in Milan don't play sports because of conservative attitudes towards female athletes, according to Nike.

To encourage more women to take up physical exercise, Nike partnered with TikTok, a short form video platform where many young women post and share dance moves.

The brand teamed up with female Italian athletes, including the boxer Federica Monacelli, basketball player Olbis Futo Andrè and footballer Benedetta Glionna, as well as Milan’s top TikTok personalities like Martina Picardi, Kessy & Mely and Virginia Monte Maggi.

The athletes and TikTok stars worked together to create dance challenge videos inspired by boxing, basketball and football – three of the most male-dominated sports in Milan.

Body image for Dance Dance Revolution

The dance routines were labelled #TheShadowboxer, #BasketBeat and #LighteningFeet. The 15-second dance videos were promoted on TikTok and the social feeds of Nike's influencers.

Results / According to the agency, more than 46,000 users responded to Nike's dance challenge with their own dance videos on TikTok. The campaign also resulted in 150,000 social media mentions, a combined 100m views and 540k+ likes for the three videos and over 300 media articles have been written including the featured athletes appearing on the cover of Corriere della Sera - one of Milan's most conservative papers.

#TikTok

A look back on the best of our industry in 2019.

Even the best advertising idea can get ruined if the art direction is not spot on. The design and execution of any campaign is as important as the idea itself. Good art direction makes the message the hero. It makes the consumer think about the product, the brand, and its benefits. Today’s post is a […]

Over the last 18 months, we’ve seen some fine examples of art direction and post production in print advertising. We’ve compiled a list of the best ones. Check them out below. Click images to view high-res versions. 1. World For All: Pet Adoption 2. Lego: Build The Future 3. JBL: Noise-cancelling Headphones […]

McDonald’s reasserts itself as a family favourite with colourful campaign

McDonald’s France is reasserting itself as a family-friendly restaurant with the help of four childhood prints prepared by TBWA/Paris.

‘Family proof’ seeks to position the fast-food business as a place of fun and play courtesy of striking visuals photographed by Maud Rémy-Lonvis which looks to showcase the iconic golden arches in a new light.

The four prints feature colorful hand prints, a ketchup splotch, crayon drawings and playful stamps, all with a stenciled McDonald's logo and a 'Family Proof' stamp.

In a statement, the burger chain wrote: “For a child, life is often made of constraints: do not run, do not touch, do not get dirty… But at McDonald’s, it’s not like anywhere else: you can spend the day in it, you can eat whenever you want, and you can play at the same time. In a nutshell, it's a real leisure destination, which rhymes with freedom for families.

“This freedom is essential in everyday life that McDonald's France decided to transcribe with this campaign aimed at families.”

#fastfood

Pre-roll ad encourages viewers to skip the ad - skip the store

Online supermarket subverts the pre-roll format to communicate its value, increases customer sign-ups by 30%.

A few seconds into each pre-roll ad, a message from Kolonial appears above the ‘Skip Ad’ button and urges the audience to ‘Skip the Store’ by skipping the pre-roll. The message also incorporates Kolonial's website details, as well as the price of home delivery, NOK 39 ($5).

Kolonial allows shoppers to skip the store by shopping online, and these pre-rolls convey that differentiator in a compelling way. By reminding customers of the irritations associated with visiting a bricks-and-mortar grocery store, the brand gets its purpose across and then nudges the audience to sign up for its service with a message above the skip button.

The content of these ads suits the pre-roll format perfectly, by using the skip button as a prop. This campaign plays on the fact that pre-rolls are an irritating form of advertising. According to a study conducted by advertising technology company Mirriad in July 2016, 90% of people skip the advertisements that appear before online videos.

Also, since it’s easy to predict where viewer’s attention is going to go during a pre-roll ad (towards the skip button) Kolonial could use this to its advantage and turn the skip button into something that reinforces its message.

#FMCG

Challenge / Adidas wanted to drum up excitement for its limited-edition UltraBoost 19 sneakers before they were released and before people had a chance to try them on.

Solution / The brand partnered with Snapchat and New York agency Mojo Supermarket to create a lens that let mobile users see what the shoes looked like on their feet by using their smartphone camera. After learning more about the sneakers or seeing how they looked, the lens directed users to Adidas website to pre-register for the upcoming release of the UltraBoost 19 shoes.

#retail

Wendy’s created a fantasy role-playing board game called Feast of Legends.

Put together by Wendy’s agency VLMY&R in Kansas City, the free-to-download game is bursting with Wendy’s-themed puns as well as ironic digs at competitors McDonald’s and Burger King. For example, players must embark on a quest to keep Queen Wendy in charge of her kingdom of Freshtovia, which is threatened by a villain named Ice Jester, the ruler of the United Clown Nations, and the frozen fiends from the ‘Deep Freeze’ (Wendy’s has a long-serving proposition to serve fresh, never frozen beef).

The game includes a 97-page Feast of Legends guide that details gameplay instructions around taking turns, battling other players and embarking on quests.

Feast of Legends was launched at New York Comic Con in 2019 with a live-streamed play session of the game played by Critical Role, a web series created by voice actors including Matt Mercer.

Results / Following its launch in October, the guide had been downloaded nearly 250,000 times with more than 65,000 rolls of the digital dice on the Wendy’s website.

#fastfood

Smell is an inescapable sense that helps gauge our surroundings and triggers an instinctual and emotional response. It comes as no surprise that in...

#retail

Banking on views

Kazakhstani bank dramatises product benefits in 9-hour ad

According to Kazakhstani bank ForteBank, 37% of people in Kazakhstan withdraw all of their earnings out of their bank account as soon as money goes in because they are not used to online banking.

So, ForteBank worked with agency RA Kombinat to show people just how much easier it is to transfer money online than use cash. The brand created The Longest Bank Advertisement in the World, a nine-hour-long online video to promote its mobile app, FortePay, which allows users to easily transfer money by only using a phone number.

Results / The campaign video gained over 600,000 views and led to a 20% increase in the amount of transfers through the FortePay app.

#finance

Insight & Strategy: AgroBanking

Why a bank worked with a supermarket to turn Bangladesh’s unbanked population into customers

We recently reported on how Bangladesh’s United Commercial Bank (UCB) and nationwide retail chain, Shwapno, joined forces to help the country’s rural population open bank accounts.

A large majority of the rural population of Bangladesh are farmers and a key challenge they face is the overproduction of their produce that ends up either being thrown away or sold at very low prices to middlemen.

To tackle this issue, UCB and Shwapno worked with Grey Bangladesh to create an initiative called AgroBanking.

The campaign was launched in the village of Barinagar on 30 March. Farmers could take their excess produce to any UCash or UCB bank outlet.

The supermarket chain then purchased the items at fair wholesale prices.

The farmers just have to open a free mobile micro saving account with UCB and all of their earnings from the sales are deposited straight into their new account.

Shwapno collects all of the purchased produce from the banks and distributes across its network of supermarkets in Bangladesh.

We spoke to the managing partner and country head of Grey Bangladesh, Shaon Gousul, to find out a bit more about the insight and strategy behind the AgroBanking campaign.

Read the entire article here: https://www.contagious.io/articles/insight-strategy-agrobanking

#finance

Bank statement

Kazakhstani bank honours women’s contributions to the economy with perfumed bank notes

Women account for 40% of Kazakhstan’s GDP. In the country, 43% of SMEs are operated by women and 52% of sole proprietors are female (according to the Damu Entrepreneurship Development Fund). Yet in Kazakhstani culture, women are still expected to occupy traditional roles as housewives and stay-at-home mothers, are discouraged from discussing women’s rights and are excluded from business negotiations.

Earlier this year, ForteBank, a Kazakhstani bank that supports women-led private micro, small and medium-sized enterprises (MSMEs) worked with Voskhod, Moscow and social agency Kombinat, Kazakhstan to highlight this paradox and inspire female entrepreneurs.

ForteBank created a perfume called Forte Femme, to celebrate and raise awareness of female entrepreneurship on International Women’s Day (8 March), 2019. The perfume’s logo resembles the symbol for tenge, Kazakhstan’s currency.

During the week before International Women’s Day, the bank distributed scented notes and sent perfume sets containing the Forte Femme scent, scented cash register tape and ‘Woman entrepreneur’ stickers to female business owners in Kazakhstan. According to the agency, five remaining bottles of perfume were later auctioned off and the funds were directed to female entrepreneurship support funds.

ForteBank promoted the perfume in a series of out of home placements and social media posts, as well as TV and radio ads featuring prominent female entrepreneurs from Kazakhstan. In the TV spot, which mimicked the tropes of typical perfume advertising, the feature business women described what the scent represented to them: respect, success and confidence.

Results / According to the agency, the initiative generated more than 19 million organic impressions (Kazakhstan has a population of 18.6 million) and encouraged female entrepreneurs to join the movement.

#finance

Cash flow

Expense management app creates interactive music video to drive app downloads

Expensify, the world’s most widely-used receipt tracking and expense management app, created a comedic rap music video to drive app downloads.

The ad, called Expensify This, features rapper 2 Chainz and actor Adam Scott and was first released as a four-minute YouTube video in January this year, to launch the brand’s first marketing campaign, You Weren’t Born To Do Expenses.

To demonstrate its automated expense reporting and SmartScan technology, the brand hid a series of receipts in the music video and asked viewers to spot these receipts, download the Expensify app and use it to take pictures of them. Viewers who submitted their receipts were in with a chance of winning cash prizes or items featured in the video, like a diamond-encrusted football or an Audi R8.

The 30-second cut of the video was then aired nationally during the 2019 Super Bowl in February, when fans were given the chance to win more than $200,000.

The campaign was created with JohnXHannes New York, and also features digital, social and TV content that ran during the 2019 Grammy Awards in February. In a press release, Expensify founder and CEO, David Barrett, said: ‘I built Expensify to take away the mundane drudgery so you can do what you were born to do. That might be spending more time with your kids, travelling to foreign countries, trying to make the world a better place, or in 2 Chainz’s case, making the most epic music video ever.’

Results / According to the agency, during the Super Bowl, there were 10,000 visits per minute to Expensify’s website. The music video became the number 1 trending hip-hop song in the US and two weeks into the campaign, the brand’s website received 1 million new visitors, 90,000 items were expensed and app downloads increased by 70%. The video now has 12.6 million views on YouTube, and the campaign won 7 Lions at Cannes.

#finance

Fold me don’t throw me

Nestlé-owned brand alters its packaging in Japan to drive sustainability

In an effort to cut down on plastic waste, KitKat has changed the packaging of its chocolate bars in Japan.

Rather than using plastic, the Nestlé brand is wrapping its chocolate treats in high strength paper that is both rain and snow resistant. The packaging is fully recyclable and has been certified by the Forest Stewardship Council.

KitKat is also encouraging its customers to use the wrappers for other purposes like writing messages or creating origami shapes and figures. The packaging includes instructions on how to make origami paper cranes.

#plastic sustainability

Insight & Strategy: Breath of Life

How a pharmaceutical giant raised awareness of lung disease using a traditional Chinese art form

Around 100 million adults in China are affected by COPD, an umbrella term for lung ailments characterised by breathlessness. However, only 7% of those afflicted are properly diagnosed.

To encourage check-ups, GSK worked with McCann Health Shanghai to create a digital tool that allowed users to self test through their smartphones using social media WeChat.

GSK collaborated with a Chinese artist, as well as a leading pulmonologist, to design images of trees inspired by traditional blow ink painting. Each tree was designed to grow when a user breathes into their smartphone.

Users had to open up the Breath of Life tool in WeChat and select a tree style and flower colour before exhaling heavily. COPD is diagnosed by the amount of air blown in one second.

The smartphone’s microphone is able to record the sound of the breath and turn it into a sound wave. An algorithm uses the sound wave to create a figure of a tree. The healthier the lungs, the more the tree grows.

Each piece of art is awarded a percentage and if the percentage is below 70%, users are encouraged to visit a doctor.

Results / According to the agency, around 1,000 people clicked on the Breath of Life app during the first month of the campaign. GSK’s Breath of Life also picked up a Grand Prix in Pharma at the 2019 Cannes Lions International Festival of Creativity.

#healthcare

This article highlights how plastic waste in India is being recycled to build roads and better the country.

Plastic waste in India has collectively reached 8.3 billion tons throughout the past 70 years. This is inclusive of plastic bags, plastic bottles, packaging, straws, spoons and forks and much more. To picture how much 8.3 billion tons would look like, compare it to 1 billion elephants or 822,000 Eiffel Towers. Plastic Poses a Threat […]

#plastics #sustainability

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