5 Most Iconic British Adverts of All Time

5 Most Iconic British Adverts of All Time

Research firm Katnar surveyed over 1000 consumers in the UK to find out what the nation deemed to be the most ‘iconic’ ad and the most ‘heartwarming’ ad of the past 60 years. Hovis’ endearing ‘Boy on the Bike’ ad has beaten off competition from Cadbury, Levis and Smash to be crowned the most ‘iconic’ UK ad of all time. ‘The Bike Ride’, which tells the story of a little boy pushing a bike loaded with bread up a cobbled hill, was also found to be the most likely classic ad to pull on Brits’ heartstrings. Hovis’ 45-year-old film, which is scored by the emotive sound of Antonín Dvorak’s New World, topped both categories. 22% said it was the most seminal ad and a further 15% said it was the commercial that made them most emotional. Set in post-war Britain, directed by Sir Ridley Scott and created by Collett Dickenson Pearce (CDP) agency, the ad takes the viewer up Gold Hill as a bread boy struggles to get his bread-delivery bike up the steep slope on his round. He then freewheels back down the hill to a voiceover: “like taking bread to top of the world – t’was a grand ride back though”. When it came to the most iconic ads, 11% of Brits ranked Cadbury’s 2007 Gorilla ad, which featured an anthropomorphic gorilla drumming to Phil Collins ‘In the Air Tonight’, in second place. It was closely followed by Coca Cola’s 1971 classic featuring young people singing I’d Like To Teach The World to Sing and Levi’s 1985 ‘Laundrette’ ad. The Smash Martians completed the top five. 1. Hovis...
4 Instagram Marketing Trends You Need To Know

4 Instagram Marketing Trends You Need To Know

In less than a decade since its launch in 2010, Instagram has enjoyed exponential growth, with the platform recently reaching 1bn active monthly users. In doing so, it has become an attractive platform for brands eager to learn if Instagram marketing can help them forge a closer connection with their consumers. Here a four of the latest trends in Instagram marketing that brands should be aware of when devising their social strategy for 2019. 1. Micro influencers Influencers dominate Instagram, but scandals around purchased or fake followers has brought into question the viability of influencer marketing on the platform. Despite these concerns, research has shown that the popularity of influencer marketing has not been negatively impacted. Rather, the direction has simply changed, with brands increasingly turning to networks of micro-influencers. Their belief is that influencers with a smaller, yet more niche following and can better forge engagement than celebrities with a massive following but a hollow connection. 2. Video If imitation is the sincerest form of flattery, then Snapchat must be feeling pretty flattered by the resounding success of Instagram’s 2016 launch of Stories, signalling the platform’s foray into video territory. After a slow start, it is now of the most popular aspects of the platform and recently hit the 400 million daily users mark. Stories’ accessible interface exposes viewers to a wide range of content before they choose to settle on one that catches their eye. This is prime digital real estate for brands to insert ads between stories and snare viewer attention. Moreover, with specialised features like polls and contests and the ability to see the number of...
3 Ways in Which Women React Differently to Digital Advertising

3 Ways in Which Women React Differently to Digital Advertising

There’s very little difference between male and female brains, but there are clearly differences in the way genders respond to advertising. The reasons why an ad might work for one gender and miss the mark with another are complex, but there are ways brands can more effectively engage women online through better targeting. In Control Women strongly dislike formats that don’t offer them control, such as non-skippable videos. Globally, more women skip online video ads whenever they can: 65% compared with 58% of men. Get Your Message Across Quickly They also prefer shorter video – 10 seconds or less – whereas men are more accepting of longer ads. Concerningly, the gender gap seems to be widening. While digital effectiveness among men has remained relatively stable over time, there has recently been a noticeable decline in effectiveness among women. Understanding how genders respond to different ad formats can be used as a tool for optimising media targeting and improving ad effectiveness. How does this affect advertising? Using this research at the targeting stage of a media buy could improve the accuracy of placements – for example targeting women in environments where skippable video formats are present as we know these work better among this audience. Online receptivity and targeting for women can also be improved with smarter in-market optimisation. If copy testing shows strong skews by gender to specific ads, this can be reflected in the media targeting, along with other variables such as category interest. This is easiest for digital, where it can be done most accurately. Do you need help with reaching the right audience? Get in touch...
8 Reasons to Advertise on Audio

8 Reasons to Advertise on Audio

In recent years, audio advertising has been boosted by streaming services such as Spotify and SoundCloud, a surge in podcast popularity and a radio renaissance. And though this is a market whose origins date back to the first radio ad being aired in the US in 1922, it is one today embracing change. Consumers are said to forge an emotional connection with audio, whether that be through music or particular radio stations and presenters, granting marketers a prime opportunity to capitalise on those positive emotions and ingratiate their product with listeners. As we’ve seen already in 2019, new opportunities are emerging constantly in this space for brands and agencies to exploit. Here we track the latest trends in audio advertising across four major platforms: radio, podcasts, streaming services and voice. Radio 1. Radio isn’t dead The medium has been rising in popularity in recent years, with radio hitting record revenue levels of £700m in 2018 in the UK. Advertisers seem more attracted to commercial radio than ever before. An interest which is illustrated by Chris Evans’ move from the BBC to the commercial world with Virgin Radio. Although radio may not be the first channel to spring to mind when implementing your advertising strategy, it should not be overlooked; the emotional element which guides the public’s choice of radio station is still an influential touchpoint. Podcasts 2. Podcasts surge in popularity Research conducted by podcast company Acast has indicated that nearly a quarter of UK adults have listened to a podcast in the past month. And significantly, of that number, 76% said that they have followed up on an...
Game of Thrones partnerships tease final season

Game of Thrones partnerships tease final season

With the final season (breathe) of Game of Thrones almost here, HBO have been making the most of the hype to partner with brands to fund the series. Since product placement isn’t an option in Westeros, brands have had to get more creative than ever to integrate themselves into the world of Game of Thrones. What are some of our favourite brand partnerships? 1. Oreo Not a brand you’d expect, but Oreo painstakingly reconstructed the stop-motion titles of the Game of Thrones franchise with 2,750 cookies to promote one of its largest-ever brand collaborations. The film was created to promote the brand’s latest limited-edition pack, which features embossed designs of the fantasy houses fighting for the Iron Throne – as well as the face of the White Walkers beyond the wall. 2. Bud Light Bud’s recent ‘Dilly Dilly’ adverts placed the brand in the same time-period as Game of Thrones, albeit without the killing and blood, but how would a partnership with The Mountain go? The mashup saw Game of Thrones’ The Mountain defeat the Bud Knight. Meanwhile, Daenerys Targaryen’s dragon burned the ‘Dilly Dilly’ kingdom to ash. 3. Johnnie (White) Walker Game of Thrones and Diageo formed their second alliance to release a limited-edition collection of single malt whiskies to celebrate the eighth and final season of the long-running HBO drama. The collection is inspired by the characters and the world of Westeros, and features eight scotches, each paired with one of the Houses of Westeros, as well as the Night’s Watch, giving fans a taste of the Seven Kingdoms. However, we think their first collaboration took the...