Just over 50% of mobile users say purchasing via an app is faster than via a website and 40% think there are more offers and discounts available on apps, according to an AdColony study. "Brands must keep in mind that mobile apps are not only where consumers are spending more time each day, but where they can make fast, informed decisions and go from awareness to conversion in a matter of seconds," AdColony's Jean Ortiz-Luis writes.
Stellantis has signed a multiyear partnership with Red, a charity co-founded by Bono and activist Bobby Shriver that tackles health pandemics, including AIDS and COVID-19. The partnership includes the release of special edition Red-branded vehicles for Jeep, Ram and Fiat, and social media and digital ads from Migrante Agency and Sheet Metal Arts showcase the vehicles and explain Red's mission.
Supermodel Coco Rocha is inviting TikTok to take part in the "Frank's RedHot Next Hot Hand Model" challenge to become the brand's official hand model and be featured in a 2022 campaign. The contest will ask users to post videos in response to three weekly hand poses and contestants will be whittled down until a winner is chosen on Oct. 17.
Butler Shine Stern & Partners created a "Do You Hear Me?" spot for Blue Shield of California that challenges systemic gender bias in health care with the help of Venus Williams, who faced years of bias before being diagnosed with Sjogren's Syndrome. "Do you hear me? ... Would you listen if I were more assertive, less assertive, if I wasn't Black, if I was older, younger, thinner, louder -- if I wasn't a woman?" Williams and other women say in the spot.
Fred & Farid New York created an "E-commerce Hijack" campaign for Remy Martin that features Instagram and Facebook shoppable Collection ads where a bartender reaches down out of her own video to the ad below to grab a bottle of the brand's cognac. "Breaking free of the ad unit itself is surprising, scroll-stopping and inviting to say the least," the agency said.
Wieden+Kennedy Portland created two new spots for HP Omen's "Transcend Humanity" campaign, which show fictional hospitals and airlines touting the "scientifically proven" superior skills of their surgeons and pilots due to their gaming prowess. A third ad shows a gaming politician with superior leadership and strategic skills touting for votes with the slogan, "I'm not gaming for me. I'm gaming for you."
Johannes Leonardo, with Facebook's Creative X unit, created a "Yours to Make" worldwide campaign for Instagram, which features an anthem spot showing how real Instagram users explore and shape their identities on the platform. The push, with media handled by Mindshare, is running across social, audio, digital and out of home, including billboards on Los Angeles' Sunset Strip and Chicago's Magnificent Mile.
Gian Carlo Lanfranco, co-founder and chief creative officer of Lanfranco & Cordova NYC, talks about being Hispanic in advertising, how brands and agencies are improving at telling Hispanic stories and the agency's inclusive approach. "From directors, to editors to music composers, diversity and representation exist at every stage of creating a campaign," Lanfranco says of his agency's approach.
The Richards Group's Rhonda Contreras talks about creative inspirations and favorite work, including the agency's outdoor messaging for Choctaw Casinos & Resorts that capitalized on the viral moment of a failed building implosion in Dallas. "I love that project for its creativity, immediacy and simplicity -- and the fact that it was built on years of trust fostered with our client," Contreras says.
E-commerce marketers using digital advertising have seen a 200% surge in the cost of conversions for tracked users from January to June and a 155% jump for non-tracked users that's being driven by the consumer adoption of Apple's App Tracking Transparency opt-out option, reports to adtech firm Moloco. The firm's Anurag Agrawal urges marketers to consider contextual targeting and other strategies to boost ad performance.
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