Specsavers pokes fun at kissing for glasses wearers in contact lens push
In their first major activity promoting contact lenses, Specsavers has launched a light-hearted campaign showing the challenges for people kissing whilst wearing glasses. “Kiss Clash” shows some of the issues caused by eyewear with real couples attempting to kiss each other and the problems glasses can cause during these intimate moments. The campaign will run across multiple channels and will contain the line “Don’t let your specs get in the way, try contact lenses free.”
Why is this important?
The creative director at Specsavers stated that “Kiss Clash” stays true to its brand with its light-hearted tone, despite this being their first instance of advertising contact lenses as opposed to glasses. The campaign includes offering a free trial of contact lenses, but Specsavers are still showing their love for glasses by telling customers that they don't need to worry if they decide lenses are not for them. Read more.
‘Artifact’: the new app from the co-founders of Instagram
Kevin Systrom and Mike Krieger, the duo who originally created Instagram, have now announced the launch of their new social app, Artifact (named after a combination of ‘articles, facts, and artificial intelligence’). The platform will use AI to aggregate specific news and lifestyle articles that users are likely to be interested in, in a bid to counteract the kind of misinformation often prevalent on social media sites.
Why is this important?
Artifact plans to use machine learning to scan curated lists of publisher websites, both from news organisations and smaller, more niche blogs to personalise users’ feeds based on their interaction and read times. However, this curated list will contain only approved sources, which is where Artifact will differ from other social media platforms, screening websites through a media-bias and fact-checking processes before approval. It will be interesting to see whether this more factual and informative attempt at a social media platform is able to garner the popularity it hopes to. Read more.
Microsoft revises multi-channel advertising approach
Microsoft has revised its multi-channel strategy, which will be accessible to all advertisers on February 21st. Additionally, the audience ad bid modifier will no longer be visible in your campaign settings. Microsoft says “Instead of using positive or negative bid modifiers to manually adjust participation in the audience network, all you need to do is define your goals, and Microsoft Advertising will fully optimize your campaigns across channels. This will help you more easily manage your campaigns and find the best users in every auction to drive a strong ROI.”
Why is this important?
Microsoft provides innovative tools, channels, and creative options to advertisers. Utilizing both search and audience together could lead to higher performance and drive lift in your campaigns. However, without more widespread adoption of the platform, these advancements may not reach their full potential. Read more.
Campaign of the Week: Klarna to launch global campaign starring Y2K icon Paris Hilton
Klarna’s new campaign, launching on 27th February across social media, digital, broadcast and OOH, promotes the bank’s flexible payments and shopping app features.
The campaign films are set in a dream-like Klarna world featuring elements of ‘sophistication and playfulness’, nodding to Y2K fashion.
The campaign sees Paris Hilton coin her newest catchphrase ‘That’s Smooth’, proving that even the most experienced shoppers are impressed by the Klarna experience.
