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17th June 2022
Another award for work we're very proud of for Klarna with the brilliant Motel Company and Kinetic: Klarna's 'Discover the truth' work won in the Advertising category for The Drum Awards for Marketing 2022. Since landing in the UK in 2014, there have been misgivings and misconceptions about Klarna. After monitoring conversations about the business, both online and in the national papers, seven claims were identified that were gaining traction, from ’Klarna is a scam’ to ’Klarna is targeting innocent millennials’. Motel, Bountiful Cow and Kinetic needed to generate trust in Klarna and bust myths about the brand and the services it offers. To garner trust and change perceptions, Klarna needed to show that it had nothing to hide and allow the public to ’Discover the Truth’. Klarna partnered with artist Ignasi Monreal to create a mythical world of Klarna that was brought to life through out-of-home and mobile. Seven of the UK’s biggest canvases were selected to create a visual display in high footfall pedestrian areas to ensure high reach of Klarna’s target audience. Across four weeks in May, the murals generated over 160,000 visits to the immersive mobile experience and 45,000 people managed to dispel all seven myths across the campaign.This saw trust in the Klarna increase from 58% to 67% and positive sentiment towards Klarna increased 52% during 2021. On top of that, it increased monthly active users of the Klarna app by 7.3% from May 2021 to July 2021, with no other media activity running (Source: TheDrum 2022)

More than a quarter of ethnic minority women say they are portrayed negatively in ads: More than a quarter of ethnic minority women in the UK think their ethnic group is portrayed negatively in ads, new research by the Unstereotype Alliance has revealed. Of the 2,000 women asked, 26% said their group was portrayed negatively. This figure was higher among Middle Eastern (30%) and Black Caribbean (29%) women. Entertainment brands (34%) were seen as the worst offenders when it came to authentic representation and stereotyping. The research was conducted by media agency UM on behalf of the Unstereotype Alliance, which is convened by UN Women and aims to tackle stereotypes and advance progressive portrayals of all people. The range of ethnic minority backgrounds surveyed included: black African and Caribbean, Jewish, white continental European, Middle Eastern, South East Asian and Southern Asian. Invisibility was also a prominent issue in the research. When asked, 52% of Middle Eastern women, 50% of Southern Asian women, and 48% of Jewish women said they never or rarely saw people from their ethnic group in ads. (CampaignLive 2022).

Tiffany & Co calls on Snap's AR tech for exhibitionSnap has partnered Tiffany & Co to produce an augmented reality aspect to the luxury jewellery brand's exhibition at the Saatchi Gallery in London. Vision & Virtuosity, which runs from 10 June to 19 August, uses Snap's technology to cover the outside of the Saatchi Gallery in diamonds. It also allows visitors to try on some of Tiffany's famous creations, including its 128.54 carat necklace that has been worn by just four people including Beyoncé and Lady Gaga. It is the first time that a luxury brand has teamed up with Snap for a fully integrated activation on this scale, according to Snap's head of luxury Geoffrey Perez. The white-label partnership also includes two lenses on Snapchat. One is called "Bird on a rock" and allows users to follow a bird around their immediate surroundings. The other is "The Tiffany diamond" which is a traditional lens filter. (Source: CampaignLive 2022)

Paramount+ brings Hollywood to West End for summer series of events: Paramount+ is marking the UK launch of its streaming service with a splurge of events activity across London's West End, from installations and pop-ups to airborne, gigantic versions of movie stars. Kicking off on 20 June, the events series has been produced in partnership with the Heart of London Business Alliance and Westminster City Council, and coincides with the 22 June launch of the Paramount+ streaming service in the UK and Ireland. Its centrepiece  will be a takeover of Piccadilly Circus, where a pop-up will let fans "immerse themselves in their favourite films and shows through set experiences, memorabilia and stunt experiences", including replica sets from Paramount+ shows HALO and Star Trek: Discovery, and a Mission: Impossible selfie challenge that will let people recreate the famous Tom Cruise rappelling scene from the first film in the franchise. A Yellowstone and 1883 stage will give people the chance to don stetsons and sheriff badges. (Source: CampaignLive 2022)

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Bountiful Cow · 52-54 High Holborn · High Holborn House · London, WC1V 6RL · United Kingdom

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