Love, lies, and the unlikely success of alcohol-free beer. It’s the weekly round-up.
Not so REVOLUTionary
Broken trust, copycat creative, and a possible breach of privacy, we’re not sure that this was what Revolut intended on doing when they released their latest ad campaign, but that’s exactly what they did. Earlier this year outdoor executions across the U.K sported messages like “To the 12,750 people who ordered a single takeaway on Valentine’s Day. You ok, hun?” In response, the public gave a firm and resounding no via social media. The issue? Not the fact that the campaign is a blatant imitation of Spotify’s infamous end-of-year campaign (that’s more of an industry outcry), but rather that, either Revolut are happily sharing their customers’ data with the world or, that they are making falsified customer assumptions based on zilch. It’s the latter we are dealing with in this situation and, while the former would have been slightly more serious, the idea that Revolut is making grand assumptions based on no data shows a serious lack on integrity in the brand. Data is the most powerful tool we have when it comes to connecting with audiences and, without sounding like too much of a cliche, with great power comes great responsibility. A breach or, in this case, falsification of data, is a total abuse of that power and one that is not easily forgotten. To find out how to use your customers data in the most respectful and effective way, check out our blog post on Four unique ways to turn your data into high performing customer experience.
It’s the battle of the advertising bodies this week as ISBA, Incorporated Society of British Advertisers criticises IAB, Interactive Advertising Bureau, on their latest campaign, Don’t Be A #CLICKHEAD. Launched on National Anti-Click-Through Rate Day, IAB sent an open letter to advertisers which inferred that marketers have very little understanding of measurement, are too focused on vanity metrics, and that they use and abuse CTRs to justify high spend to Chief Financial Officers. Naturally, this caused a little bit of upset amongst traditional marketers and ISBA were quick to respond. Head of media effectiveness and performance at ISBA, Clare O’Brien, said “If the IAB thinks that the best route for the digital industry to start providing better and more reflective metrics of effectiveness is to blame the advertisers for the inadequacy of the click as a measure of anything meaningful, they could start by ripping up this campaign before it does their case any more damage.”
Lovot is in the air
Whether you celebrated Valentine’s, Galentine’s, or nothing at all this year, love is still in the air and it’s all thanks to one robot. Yes, you heard right. In the latest instalment of ‘robots replacing humans,’ we look not at a medical assistant bot, who threatens to take over a hospital near you nor at the regression of feminism following the rise of AI assistants. Instead, this week, the focus is on Lovot, a penguin-like bot that is roughly the size of a baby, minus the weight of responsibility.
The brainchild of Japanese start-up, GROOVE X, Lovot, according to CEO, Kaname Hayashi was created to give humans the opportunity to love. “Our robot doesn’t do any work for humans and it doesn’t have any contents for entertainment purposes. But neither do dogs or cats. What it does is recognize you and bother you. That’s the aim of our robot.”
In short, Lovot is a reactive teddy bear and while that doesn’t sound particularly groundbreaking (anybody remember Furbies?), that fact that AI is trying to surpass the day to day and break into human emotions is a serious sign of what’s to come.
Looking for love
From AI love to agency love, digital experts, Waste, are on the hunt for a new partner. But rather than cold calling or applying for tenders, the agency, that boasts a client list including the likes of Nintendo and Warner Bros, have taken things back to basics. This Valentine’s, pinned across an array of vacant lampposts, telephone poles, and brick walls, is a print ad with 90’s ‘tearable’ contact details. Encouraging fearless businesses to get in touch, the ad plays on today’s dating culture using phrases synonymous with the online dating experience such as bird-boxing and breadcrumbing.
Waste’s Associate Creative Director, Andrew Bentham, said, “Everyone loves a bit of love on Valentine’s Day. This year, we wanted to do something a little different as a digital agency, so we turned to our design team – and the photocopier – to create some playful, analogue and ‘tearable’ ads, riffing on social dating language. If it makes someone chuckle on the street, then great; if a potential client rips off a tab and calls us, even more so. But even if they don’t, we’ve still had a lot of fun messing around with the photocopier.”
Zero to hero
The immersion of non-alcoholic beer into the beverage market is on the rise, and Heineken is reaping the benefits. The Dutch brewing company, who also owns brands Tiger, Sol, and Strongbow along with its titular beverage, enjoyed an increase of 7.7% in sales last year and have reported that much of this is attributed to Heineken 0.0.
Great news all around, right? Not quite. Alcohol-free beer’s sudden surge of popularity is reportedly down to the younger, more health-conscious generation no longer thinking that drinking is cool. A 2018 report from Berenberg Research shows that “respondents in their teens and early 20s were drinking over 20% less per capita than millennials did at the same age.”
So while last year’s sales of Heineken 0.0 has been a great success, the so-called ‘uncool’ status of the rest of the company’s output may have a damaging effect in the not so distant future.
Like what you see? For more industry insights and updates subscribe to our blog.