Kellogg’s Town, a brand-new digital experience from Kellogg’s, has been launched on the back of Kellogg’s recent strategic investment to drive growth for its iconic cereal brands, The experience designed and built by Merkle, in partnership with Dentsu Creative, is centred around a virtual town that champions Kellogg’s iconic cereal boxes. There are several exciting always-on opportunities for users to engage with its content, including interactive games, such as ‘Shelf Shuffle’. Kellogg’s is also working with Carat UK to implement an outcome-based media buying strategy which complements the digital experience.
The National Cyber Security Centre (NCSC) has unveiled ‘Tough Protection,’ a multichannel campaign under the ‘Stop! Think Fraud’ initiative, encouraging individuals and small businesses to active two-step verification to protect their online accounts. The push was developed in partnership with M&C Saatchi UK. The campaign is running across BVOD, out-of-home, social, digital, radio, and influencer channels. Media planning is by Wavemaker and media buying is by OmniGOV.
Ikea is inviting people to design their perfect sleep while they are sleeping through a data-driven ‘Design Your Sleep While You Sleep’ creative commerce campaign from digital marketing agency MRM Madrid. Through a collaboration with ShutEye, a sleep monitoring app, Ikea Family subscribers in Spain can now opt into an experience that will analyse their sleep patterns to generate bedroom product recommendations. This shoppable sleep integration invites users to a free seven-day trial of the ShutEye app, which collects data during their sleeping hours to generate personalised product recommendations. The campaign is underpinned by an integrated CRM strategy that utilises data to design a custom path to better sleep with actionable recommendations.
AAK, a global producer of plant-based oils and fats, has appointed digital marketing agency Perfect Storm to tackle a series of digital briefs for its UK Foodservice arm. The initial remit sees the agency tasked with clarifying the brand positioning and digital strategy of the company’s UK foodservice and retail brands. The first project will focus on the Lion brand, a leading foodservice range of sauces and dressings. The agency will work on brand positioning, marketing strategies, channel strategies and campaign concepting. Perfect Storm will also be redesigning AAK’s foodservice website.
Finnish gaming company Supercell has launched a global campaign for its Clash Royale title. The ‘Play Like it’s 2017 Again’ campaign, created by creative agency Waste Creative, aims to build awareness and excitement around current and lapsed Clash Royale players for the return of the game’s Retro Royale game mode to celebrate its ninth birthday. The campaign reintroduces the game’s original app icon, the screaming Royale King, alongside community screams from the past.
Cancer care platform Careology has partnered with digital agency 7Dots on the development of its digital brand identity and marketing in the UK and US. 7Dots will create a new visual identity for Careology, with the goal of comprehension and consideration of the platform as a core piece of healthcare technology.
