Figures recently released by Nielsen reveal that UK advertising spend in the first half of the year is up 20% year-on-year, bolstered by leaps in outdoor and digital display advertising.
Outdoor advertising was up 54% on the previous year due to increased footfall at retail parks and greater travel, encouraging advertisers to invest in this medium.
Overall ad spend slowed marginally in the second quarter, as firms look to see what impact the cost of living will have on consumer spending and broader economic challenges.
With all that in mind, let’s take a look at some of the most impactful ad campaigns that contributed to this rising advertising spend over the last five weeks…
Campaign medium: TV
For many people, every good day starts with a coffee. This roundup of most impactful marketing campaigns of August is no exception. The new campaign from Starbucks UK is titled ‘Every Table Has a Story,’ a throwback to its 2019 campaign ‘Every Name’s a Story.' It aims to re-establish Starbucks as more than just a coffee shop, but as a ‘Third Place,’ where all are welcome to work, reset, connect and further their passions.
The 60-second film by Iris shows the high and low-points of Kay, an aspiring creative entrepreneur who is trying to make it on her own. From the same table throughout all seasons, Kay uses her local Starbucks as a workspace. Eventually, the hard work pays off and Kay is shown being featured as the next big designer in a magazine.
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Brand: TK Maxx
Campaign medium: TV
TK Maxx has a website. It’s true – it’s right here. And it’s the job of their new marketing campaign to spread this message far and wide.
Directed by Lou Escobar and in collaboration with Wieden+Kennedy London, the new TV spot reaffirms that the retail/everything else you can fit into a shop chain does, in fact, have a website. The hyper-real film with flashy and sparkling visuals shows a woman sat with her friends in a restaurant discovering the website on her phone. After the initial shock subsides, she tells her friends who are then equally as surprised. Just to confirm - TK Maxx has a website.
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Agency: The Agency
Campaign medium: Integrated
We all know the phrase ‘Should’ve gone to Specsavers,’ but for their latest campaign, Specsavers is flipping their slogan on its head. ‘I Don’t Go…’ is being used to advertise its home visits service.
Created by Specsavers' in-house team The Agency and directed by Ric Cantor of FRIEND, the playful new campaign centres on the tagline ‘I don’t go to Specsavers…they come to me.’ It is their first brand campaign to advertise their Home Visits, and it will play out across TV, print, OOH, radio, cinema and digital display through the UK and Northern Ireland.
Brand: Royal Mail
Agency: AMV BBDO, London
Campaign medium: Outdoor
The Royal Mail doesn’t just deliver post – it delivers on a great advertising campaign too. In celebration of Pride and the LGBTQ+ community and as part of their ongoing relationship, AMV BBDO has created posters, placards and lorry banners featuring Royal Mail stamps arranged to form the Pride iconography. (Although it can never beat Sum Ting Wong's iconic stamp runway for Drag Race UK).
Brand: Capital One
Campaign medium: TV
As the first piece of work produced by Fold7 following their appointment in 2021, Capital One have launched their campaign ‘One Good Thing.’ The campaign will run across cinema, Broadcast VoD, outdoor, as well as social media and radio.
On their website, Fold7 says, “The campaign was born out of research which highlighted that 58% of adults don’t trust a brand until they have seen ‘real world proof’ that they have kept their promises."
Andrew Clayton, Head of Brand at Capital One UK, said: “Great customer experiences are at the heart of how we do business. Our ‘One Good Thing’ campaign brings this to life and highlights how small actions can ladder up to achieve this.”
Campaign medium: Ambient
Over midway through, and I’m feeling a bit peckish. Thankfully, Subway is here to satiate our physical and marketing hunger. The sandwich chain launched an interactive 3D billboard that allowed passers-by to build their dream Sub virtually on-screen. Created by Above+Beyond, the campaign was a world media first and ran across the weekend of August 20 – 21st at Westfield Stratford.
Customers were able to create their ultimate sandwich and see them appear on the big screen. Subway ambassadors were planted in the crowd to surprise the public with their virtual creations in real life. Is it time for lunch yet?
Brand: Paddy Power
Agency: Droga 5, London
Campaign medium: TV
Ahead of the Premier League start of the season, Paddy Power are gearing up with a love story to excite football fans across the country.
The video features Peter Crouch and Abbey Clancy sitting in a pub watching the game with friends and family. After a red card is shown, he is drawn onto the pitch and lives out some ‘intimate’ fantasies. This dream-like sequence includes Crouchy in a bath showered with red cards, pole dancing on a corner flag and recreating the famous Dirty Dancing lift with Mark Clattenburg.
Brand: Greene King
Agency: House 337 (formerly Engine Creative)
Campaign medium: Web Film
We started with a coffee, and we’ll finish where most good days end up – with a refreshing pint. To promote Greene King’s Ice Breaker pale ale, Engine Creative have launched a humorous Video-On-Demand and social campaign showing that despite its name, the beer won’t help people to break the ice in social situations.
The campaign is called ‘It’s Just a Name,’ and is made up of three films which highlight the highs, lows and awkwardness people can find themselves in social situations.
The subjects of the film discover that although Ice Breaker by name, it isn’t an ice breaker in nature, and it doesn’t turn them into social superheroes.
The advert is age restricted and only available to view on YouTube here.
If you’re looking to boost your marketing efforts in the second quarter of the year, GO! can connect you with an agency who can help. Tell us the requirements and we’ll start the search. Get in touch to get started…