Dear Distinguished Subscribers,

Welcome to the 59th Edition of Stuffed.

Tis the season to Wiesn! Or at least it just was. With Oktoberfest, the world’s largest beer festival coming to a close, everyone’s focus is on Halloween. With UK spending for Halloween in previous years being around £474 million, adland gears up for the spooky season. Looking even further ahead, it seems that Christmas may arrive early this year! Although there’s 85 days to go until Santa squeezes himself down chimneys, haulage problems and port hold ups mean jittery retailers encourage consumers to deck the halls & shop early, with some retailers like Very, dropping their annual Christmas campaign on October 1st.

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Happy reading and stay safe everyone.

From your friends at Goodstuff.

STUFFED WITH CULTURE

Last week Sky surprised the industry with the release of Sky Glass, a move described as the company’s ‘biggest moment since the satellites went up’, with the integration and unification of the full Sky experience into one smart TV set. Although ditching the dish will certainly appeal to the more aesthetically minded consumer, Sky’s diversification also has the potential to radically reposition the business. The decision to make the TV itself a subscription also practically guarantees households will become customers for the long-term, giving Sky the power to become gatekeepers in the space. Whilst it’s already been lauded by fans as TV’s “iPhone moment”, Wired’s Carly Page also explores potential downfalls that could keep audiences away from the product.

Although most of us wouldn’t dare speak of Christmas until deep into November, on October 1st, a full 85 days ahead of the big day, Very dropped their annual Christmas campaign. Clearly targeted at early gifters and the festive fanatics, it confused many and divided opinions, with social listening platform Synthesio claiming 30% of responses to the ad were negative. Regardless of your view, you can’t deny that it’s a smart way of allowing Very to gain SOV and drive talkability ahead of the key Christmas sales period (and the launch of the JL ad…!)

In response to rising demand from consumers and advertisers alike, Google announced that it will stop ads running on climate change-denying YouTube videos, as well as prohibiting ads promoting such claims. The move comes hot off the heels of integrating a range of new measures into Google Maps, Flights and Nest to encourage more sustainable choices, and address the intention-action gap. Time will tell as to whether social media sites will look to follow suit in the fight against misinformation, supporting a greener future for us all.

STUFFED WITH CREATIVITY

Durex give the double vaxxed a helping hand

In the run up to Freedom Day in Australia, Durex helped potential lovers with an #Erectometer. Research found that many were cautious about sleeping with an unvaxxed partner. Using Ad vans, they displayed the percentage of people who were double vaxxed in the area and rewarded them with free condoms. 

Cracking the Coldplay code with Spotify’s #spotthespheres

Coldplay’s 9th album is about to drop and to tease fans they created a treasure hunt. Using Spotify’s Canvas, they released coordinates that guided fans to a 36-sheet displaying coded lyrics to one of their new songs. Once scanned, the new album would appear on Spotify just for them. 

Lastminute.com offer views as far as your thighs can stretch

Ever fancied practicing your downward dog 135 meters in the air? Thanks to Lastminute.com you can now take a yoga class in one of the London Eye pods. Classes are an hour long and designed to prioritise the cities changing attitude towards mental wellbeing. 

Sky’s the limit for Amplifying eco credentials

To help promote the release of Sky’s new fully integrated smart TV Sky Glass, Amplify have designed three brand new pop-up houses. Each are built and designed to create a carbon neutral experiential tour, providing the double whammy of promoting and reflecting Sky’s carbon neutral product innovation offering. 

STUFFED WITH COMMS

ITV continues their commitment to mental health wellbeing, producing late night mindfulness programming

ITV have always been a leader in their promotion of mental wellbeing, as seen from their campaign ‘Britain get talking’ which first launched in 2019. Following World Mental Health Day on the 10th of October, ITV and CALM have partnered to launch a new strand of content that will run in the twilight hours on various ITV channels. The regular slot will run between 4.05 am and 5.05 am, targeting a unique audience that may include new parents, insomnia sufferers, and night-shift workers. The middle of the night can often be a lonely time for many people, ITV are providing a moment of serenity for anyone not feeling great. 

Comscore announce new partnership to evolve measurement 

 Comscore, a well-known and reliable partner for planning, transacting, and evaluating across platforms has announced that from the 12th of October this year, they have become the first measurement provider to deliver deduplicated audience measurement for advertising campaigns. This will provide audience measurement across major YouTube platforms including PC, mobile, and connected television now including the incrementality of YouTube’s impact within media plans, and has introduced one of the biggest advertising sources for modern cross-platform measurement. 

The partnership follows a wider agreement between Comscore and Google announced in August to incorporate YouTube and YouTube TV measurement into cross-platform service Comscore Campaign Ratings. 

Thanks for tuning in to the 59th edition of Stuffed, we’ll see you next week.