Interviews, insight & analysis on digital media & marketing

New Business Bulletin: Squarespace, Frontify, Marketing Signals and more

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Squarespace, the design-driven platform helping entrepreneurs build brands and businesses online, has revealed its 10th Super Bowl campaign directed by Martin Scorsese. The 30-second spot, titled ‘Hello Down There’, will run during the first half of Super Bowl LVIII on Feb. 11, 2024. Squarespace helps millions of entrepreneurs worldwide succeed and, for the first time ever, the platform has been tapped by extraterrestrials looking to capture the attention of the billions of earthlings below. Directed by the legendary Martin Scorsese, ‘Hello Down There’ is a humorous take on capturing the essence of human life consumed by the digital world. As the spot opens, people around the world are so preoccupied by the normal barrage of digital content that they miss bold attempts by extraterrestrials to make contact. The intergalactic visitors become increasingly frustrated, until they decide to leverage Earth’s best tool for standing out and getting noticed – a beautiful Squarespace website. Leveraging the Squarespace platform, the extraterrestrials secured a domain and built a beautiful and unique website using Fluid Engine™, the simplest way to express creativity online. Creating their website was the first step in making their dream of intergalactic connection a reality. A website made them discoverable; it made them real. The Super Bowl advertisement is at the center of a broader marketing campaign that aims to highlight the legitimizing effect of having a professional web presence. In addition to the game day spot, the campaign includes a comprehensive global content marketing campaign leading up to, and following, the game that will be promoted across digital and social channels throughout the first half of 2024. Additional elements of the campaign include an extended version of the in-game spot, special edition movie posters, as well as additional video content, including a comedic short film featuring Martin Scorsese and his daughter Francesca Scorsese discussing the creation of a Squarespace website. Francesca also directed a behind-the-scenes look at the in-spot production process. As part of the campaign, Squarespace launched a new special edition website template Hello Down There built on Fluid Engine™ that features a sci-fi inspired design system and offers dynamic commerce features, including an online store front, courses, and appointment-based bookings via Acuity Scheduling.

Frontify, the brand management platform, has partnered with illustrator Gus Morais to create a brilliantly tricky ‘Spot the Brand’ challenge that will demand all your brand knowledge. The game is designed to spark a conversation about how iconic brands have used shape, form, and iconography to fuel long-term brand awareness. Morais – known for his immensely popular seek-and-find experiences for the likes of Warner Bros. Games and The Washington Post – has hidden 50 of the world’s most iconic brands in this picture. Some may be hidden as logos, some may be represented through the iconography and cues associated with the brand – all resulting in a treasure hunt that will test your powers of recognition. And why is Frontify, the brand management platform, doing this? Well according to its recent research, just under half of CMOs believe brand distinctiveness (47%) is the most important asset to create brand resilience in challenging times. The game seeks to highlight that the most iconic brands found fame through consistent investment in brand building, which makes everything from their logos to brand assets some of the most recognizable in the world.

Remote search engine marketing agency, Marketing Signals, has launched its brand new website after a period of significant growth. The newly launched website offers a sleek and modern design that enhances user experience, and provides visitors with a better insight into the services that Marketing Signals offers. The update features a simplified menu with improved categorisation, allowing users to move around the site with ease. It also showcases how the brand has helped hundreds of great brands grow their digital presence with some brand new case studies. 

Teads, the global media platform, has announced an exclusive international partnership with VIDAA USA, the Smart TV operating system company powering Hisense Smart TVs globally, to extend advertiser reach with CTV native display inventory on its smart TV OS. Now available to brands and agencies in the US, UK, Mexico, Brazil, Italy, Australia, and Canada, Teads’ newest direct-to-glass offering is an organic next chapter of the omnichannel platform’s mission in ensuring content is delivered flawlessly across all screens. Increasingly, brands are embracing omnichannel approaches, utilizing high-quality and brand-safe solutions to engage audiences across digital and streaming platforms. The CTV Native Display format has garnered growing interest due to its premium quality and ability to reach a wide audience, including those not using ad-supported streaming television. Southwest Airlines leads the way as the first VIDAA campaign to exclusively debut in the United States through Teads’ platform.