EE launch UK’s first Tech-Connected Route Home ad
EE has launched its Stay Connected at Night campaign in Manchester City Centre. The campaign uses Ocean’s out of home (OOH) technology in Manchester City Centre as a utility to bring to life the security that Stay Connected Data offers by keeping people connected even when they reach their monthly data limit. Capitalising on the locations of large and small digital out of home (DOOH) screens in popular nightlife spots and areas densely populated with students, the creative uses Ocean’s live data feed to pull geo-located travel information to help passers-by plan their routes home as soon as darkness falls. The innovative campaign will be live from 8pm to 3am every night until March 13, shortly before the clocks go forward and lighter evenings arrive.
Why is this important?
In such a saturated market we need to find innovative ways to use OOH to capture consumers' attention. This is an excellent example of how we can use Digital OOH technology to win the hearts of consumers by ensuring to keep them safe. Read more.
A More Positive Internet: Pinterest study finds
There have been a lot of discussions about how social media is negatively impacting our mental health, especially for younger generations. However, Pinterest is keen to differentiate itself and highlight how the app is built to facilitate more positive experiences. A comprehensive study with UC Berkeley’s Greater Good Science Centre looked at how 10 minutes a day of using Pinterest impacted Gen Z’s mental health and saw that active engagement with their inspiring content helps against rising burnout, stress or social disconnect.
Why is this important?
Pinterest has also shared from their research that the amount of positive content online has heavily declined over the years, including the discovery that Gen Z is twice as likely as older users to be exposed to violent, harmful, and triggering content online. Although Pinterest aims to separate itself from the negative stigma around other social platforms, they also recognise the collective effort it takes to make a difference – they also mention that the study suggests that 10 minutes a day looking at any positive/inspiring content will make a difference, not just Pinterest’s. Read more.
Four new Google Performance Max features
Google is adding four new Performance Max (PMax) features. These include campaign-level brand exclusions for added control to ensure PMax doesn’t serve on branded queries advertisers may want to avoid, page feeds that give users the flexibility to help send traffic to a specific set of landing page URLs, video creation and additional reporting. These new features can help advertisers optimise their budget across channels in real-time and adapt to fast-changing consumer trends.
Why is this important?
Advertisers have been asking for improvements to PMax for a while now and Google seems to be responding. The ability to view conversions, conversion value and other metrics at the asset group level allows advertisers to refine their creative strategy and optimise campaigns more effectively. Read more.
Campaign of the Week: Nando's revamps brand with Bukayo Saka cameo
Nando's has revamped its brand platform and launched a national ad campaign that celebrates the uniqueness of visiting the restaurant chain, with a cameo from England and Arsenal footballer Bukayo Saka.
'This must be the place' by New Commercial Arts is a 60-second, high-energy film showing a group of friends sitting at the back of a bus. Full of fun, we are introduced to a diverse range of characters, each with their own Nando's story and their unique experience at a Nando's restaurant.
The ad will run across TV and broadcast VOD, cinema, out of home, social and radio.
