Interviews, insight & analysis on digital media & marketing

NDA Agency News: A week in agencyland 04/12/20

Tribal Worldwide London, has announced a new total health experience agency – Tribal Health – which will begin working with clients from January 2021, aiming to bridge the gap between brand promise and the new digital brand experience healthcare companies are seeking. Tribal Health’s clients will include GlaxoSmithKline, Gilead and Medela, which are all currently working with the agency under the Tribal Worldwide umbrella. The launch comes in direct response to the growing need for healthcare companies to find new ways of reaching customers, improve communications and use data more effectively, in part as a result of the changing global landscape caused by Covid.

Leading HIV social app, Positive Plus One, has announced the launch of its new and updated platform, following World AIDS Day 2020. Positive Plus One is an app designed to help those living with HIV find and connect with people who share their story. The app now includes an ‘Events’ feature, which allows members to search and explore virtual events that they can take part in.

As the pandemic continues to have a global impact on socialising, the app provides a digital lifeline for those needing the critical support of like-minded people and to have a safe and secure platform to share their experiences. As fundraising is critical to the HIV community, Positive Plus One has included a feature that allows members to search for fundraising events and therapy sessions which are held digitally.

Dacia, the car manufacturer, ran an anti-Black Friday campaign offering 0% discounts to celebrate its 365 days a year value proposition. The cross-channel campaign saw Dacia take a stand against Black Friday, reflecting its no-nonsense attitude with humorous creative executions highlighting the company’s long-standing commitment to unbeatable year-round value prices. Initial results show that the campaign led to a 30% increase in traffic to Dacia’s website and a 25% increase into its Virtual Showroom on Black Friday compared to the previous week.

The campaign incorporated a special #NormalFriday and a “discount code” for shoppers to claim a 0% discount on the Duster model, while also poking fun at competitors, tagging them on Twitter and highlighting their need for an occasion like Black Friday to offer better prices. Live responses also engaged with brands and consumers tweeting about Black Friday. Devised, created and executed by Vivaldi UK, the cross channel campaign was primarily a social first campaign, across Twitter, Facebook and Instagram, with assets taking over all Dacia’s owned digital spaces. All normal paid media advertising was also replaced with the campaign.

Brand design agency Coley Porter Bell and Ogilvy UK have unveiled their role in the rebranding of Civica. The updated brand positioning emphasises how Civica helps public sector organisations through smarter software. Coley Porter Bell worked with Civica to modernise its brand and create a new identity. The updated design better communicates the personality of the business, emphasising the open, dynamic, and bright dimensions of the culture and organisation. The new logo design uses upper case typography to appear more symmetrical and the ‘smartly coded’ iconography is written using the language of software – symbols help demonstrate the essence of the brand. Ogilvy recreated the internal messaging and developed a film, complete with an original soundtrack in collaboration with the University of Creative Arts, to launch the brand and reinforce the company’s new purpose and vision.

Commemorating World AIDS Day this week, ViiV Healthcare and Shutterstock Studios have partnered to launch “HIV in View,” an online photo gallery created to help shift the world’s perception of HIV and move away from outdated stereotypes. The collection, curated with the support of those living with HIV, will be free for all to access and use in projects, campaigns, and communications in the hope that it will break down stigmas that still exist as those living with HIV live longer, healthier lives. The gallery, which depicts those worldwide living with HIV, comes amid a surge in demand for authentic, fresh content as media and marketing communications look to promote diversity and inclusion in our modern society.

Recent research commissioned by Purplebricks from Censuswide showed only 22% of homebuyers realised communicating directly with their chain was an option. Of those, men were significantly more willing to communicate directly with their buyers or sellers than women (27% vs 19%). Almost half of homebuyers believe the main reason sales fall through is because of a break in the chain, which is often caused by poor communication.

To try and help fill these knowledge gaps, Purplebricks is launching a new campaign which highlights how technology can transform house moving and enhance communication between buyers and sellers. The new activity, which will be run on Youtube and was filmed in lockdown using real-life couples – shows how customers are using the Purplebricks app to communicate directly with their chain, accept offers, share information or answer questions about their property. The new YouTube campaign was created by The Smalls to highlight the ease and benefits of the Purplebricks app and will be live from 1st December.

Multi-channel retail business has appointed data-powered integrated data agency, Jaywing, as its Marketing Measurement and Effectiveness partner. Through advanced data-driven attribution and econometrics modelling, the partnership will provide Studio with a single, objective view of marketing activity and campaign performance across all channels including digital, CRM, print and TV, including the role and importance of each marketing touchpoint. Enabling the brand to benchmark ROI against all marketing channels and ensure it allocates the right spend to drive its objectives, particularly in ATL media.

Jaywing’s team of data science, technology and digital marketing experts will work closely with Studio to help the brand determine the overall impact of its activity, optimising both marketing strategy and investment decisions. As well as enabling the business to have greater confidence in forecasting, and in setting and meeting targets to achieve its business objectives.

Qbase, one the UK’s leading marketing data services providers, has been named as Apteco Partner of the year 2020. The award was made in recognition of Qbase’s outstanding contribution to Apteco’s business as measured across 10 different factors. From revenue and customer wins, through to service, trainer accreditation and best use of Apteco’s Marketing Suite. Qbase beat 40 partners to regain the crown having previously won in 2017 and 2018. Living up to its vision of being a centre of excellence for data services, Qbase’s business consultant Matt Porter was also singled out for his outstanding contribution and collaboration with Apteco, gaining the inaugural award in this category.