Specsavers has launched an integrated marketing and PR campaign across YouTube, out-of-home, press, social, and in-store to celebrate a partnership with Elton John Eyewear. The launch film, created by in-house agency Specsavers Creative, give viewers an opportunity to see Elton John himself speaking directly to camera about the exclusive collection available at Specsavers. It also features David Furnish, who teases Elton John about his ‘over the top’ reputation. The campaign has launched in the UK and Northern Europe first, with Australia and New Zealand to follow.
Allwyn, operator of The National Lottery, has launched an integrated summer campaign for its scratchcards. Developed by VCCP, with the media strategy by Hearts & Science, the ‘Add Some Play’ campaign celebrates the ways adults come together to play games. The hero film follows a group of friends on a weekend getaway playing a game of ‘Scratchcard Scavenger Hunt’ – where they go searching for a hidden scratchcard. The campaign also features a social-first execution created by VCCP’s content studio, Girl&Bear, and VCCP’s in-house content creators. This film focuses on real groups of friends enjoying a night of bingo. The campaign is running across TV, social, retail and digital out-of-home.
Merlin Entertainments and TBWA\MCR have unveiled a campaign to celebrate the Lego Festival, which Legoland and The Lego Group have teamed up to create in the lead up to the Unesco International World Day of Play on 11 June. The ‘Girl Who Controlled Playtime’ campaign is focused on the importance of playing together. It features a young girl who’s eager to share her Lego brick creations with her parents, but they are too busy to play. She then realises she can control her parents with their lookalike Lego minifigures, and whisks them to the Lego Festival at Legoland. The campaign is running across TV, video-on-demand, and online video, accompanied by a social and out-of-home campaign. The Lego Festival is running until 8 June at Legoland Parks across the UK, US, Denmark, Germany, and Korea.
Independent media agency Bountiful Cow has released research that shows its proprietary programmatic tool, RA: Unblocked, boosts brand performance by unlocking inventory currently excluded by traditional brand safety filters. An attention index of 126 for ‘brand unsafe’ content was found, compared to 120 for content where brand safety filters were applied. Brand lift of 40% on ‘unsafe’ content versus 18% on ‘safe’ content. And uplift across action intent, preference, and consideration. The study was run using Bountiful Cow’s Prospero platform, with launch partners Hilltop Honey, Numan and The Body Coach, and activated across Ozone’s network of UK news publishers.
Dentsu Creative has unveiled a £3 million advertising campaign, commissioned by the UK’s largest potato grower, Albert Bartlett, to celebrate the arrival of the Jersey Royal potato season. The campaign – which features chef Michel Roux – is rolling out nationwide across TV, BVOD, digital, social, print, OOH, and a major London Underground station takeover, with added reach via influencer partnerships and a newly launched Jersey Royal microsite. Media for the campaign is being handled by Carat.
Rugby League team Bradford Bulls has appointed full-service marketing agency Perfect Storm to develop a growth marketing strategy to support their ambitions. As well as providing strategic insight, the Leeds-based agency will ramp up digital activity, fan experience, and creative for the club. The win adds to Perfect Storm’s growing sporting credentials, which include the FIFA World Cup, F1 Paddock Club, and the Henley Royal Regatta.
