Dear Distinguished Subscribers,
Welcome to the 36th Edition of Stuffed. What a storm of a week (not to mention the actual storm we had this week…) we’ve had a bank holiday spent BBQ’ing under brollies, star wars day, Cinco de Mayo, and we capped it off by picking up a Campaign Tech Award for Gambleaware. Happy Friday!
So onto this week’s stuffed. Twitter begins to put its foot down when it comes to offensive tweets, Boldspace & Kerve Creative team up for Deaf Awareness Week, and Jose Mourinho signs up to talkSPORT’s Euro’s coverage.
If you haven’t already done so, you can subscribe to Stuffed here.
Happy reading and stay safe everyone.
From your friends at Goodstuff.
STUFFED WITH CULTURE
As Summer etches ever closer, the quiet hum of English football fans becomes louder with the promise of a star-studded European Championships on the horizon. With this in mind, the FA launched a new consumer-facing brand this week named ‘England Football’ with the aim of consolidating grassroots and participation programmes in the game. The brand’s crest is symbolic of inclusion and unity, posing a new look on the classic three Lions displaying a cub, a lion, and a lioness. They also collaborated with Copa90 to launch a promotion film featuring Marcus Rashford, what’s not to like?!
It’s been a busy week for Twitter as well who’ve announced that they’ll be ramping up their use of prompts which ask its users to review potentially offensive replies on the platform. Initial tests of their prompting tool revealed that 34% of those that received a prompt revised their initial reply or decided to not send their reply at all. The move follows mounting backlash towards the platform which culminated in a social media boycott from the footballing community over the Bank Holiday Weekend, who feel not enough is being done to tackle online abuse.
The ASA released their latest annual report this week which showed they’d banned or amended three times more adverts in 2020 compared to the previous year. This considerable rise is predominantly a result of their latest tech-assisted ad monitoring which meant a larger volume of digital-based content is now under increased scrutiny. TV complaints also rose by 43%, partly because we were sat on our sofas for most of last year but also because we had more time on our hands to complain. We Brits do love a moan!
STUFFED WITH CREATIVITY
BBDO NY have extended Snickers’ famous campaign idea to the ice cream version of the nutty treat. And it really works. Watch out for a campaign of witty vignettes of people being hot, bothered, cranky and uptight and generally failing to chill out – served with temperature targeting triggers across the U.S. summer.
By splitting league leader, Junior FC’s, club badge between the shirts of men’s and women’s teams, Beer Aguila prompted all teams to follow suit. Highlighting that fans only support half the club if they only follow the men’s game boosted attendance to women’s football by 633% and stopped the 2019 league being scrapped.
Boldspace and Kerve Creative developed a campaign and genius bit of tech for this week’s Deaf Awareness Week. Google voice recognition picks up mentions of the most common phrase of the last year, prompting a donation at the end of a call, and highlighting the misfortune of kids that can’t just click to unmute.
A lovely campaign from the oft-maligned careers platform with a positive message about new careers, all found with the help of LinkedIn’s supportive community. It’ll be accompanied by an in real-life careers event and social campaign to gift winners a new pot plant to, er, turn up at their new jobs with.
STUFFED WITH COMMS
Viewership across Connected TV is steadily growing, and with this Google have announced “Brand Extensions” a tool running across Connected TV on YouTube, helping the user find out more about a specific product/service. Brand Extensions will give YouTube viewers targeted advertising through their own second screen and notably not interrupting their TV viewing.
YouTube’s new format will allow advertisers to highlight a call to action on their video ad, with the viewer selecting “send-to-phone”, giving the user the ability to browse a product or service in their own time, whilst giving advertisers the ability to accurately measuring conversions via Google ads. As CTV grows, we see this as a strong option for advertisers balancing a large/unmissable viewing experience on a TV, with the ability to track performance and giving viewers the ability to browse brands products at their own speed.
The talkSPORT Euros 2021 offering has got even more interesting with Jose Mourinho having signed to the network for their coverage of the tournament, starting in June.
He’ll be covering the schedule from talkSPORT’s live Game Day programming and across regular slots at Breakfast which will include pre-game insight and a post-game phone in for talkSPORT listeners creating a great opportunity for audience engagement.
Jose will be joined by former England international players Stuart Pearce and Trevor Sinclair plus the regular team, to bring listeners all the live updates and the latest news from the long-awaited tournament.
Elsewhere Bauer are investing into their own Euro’s proposition with Chris Kamara joining the team at Absolute Radio in June. Chris will be on Breakfast with Dave Berry and Bush and Richie’s Hometime show to add the funny to the football in the build-up and during the tournament focusing on the lighter side of the tournament.
Thanks for tuning in to the 36th edition of Stuffed, we’ll see you next week.