Author: Killian O'Brien

Boots’ tattooed children

Summer officially kicks off on June 21st. We are all excited to spend more time outdoors enjoying the good weather. More time in the sun means increased risk of long term skin damage. If you’re a pale Caucasian (like myself), summer is a pain because of the endless slapping on of sun cream.

Ahead of summer, Dream Random have our eyes on how big brands are preparing their marketing campaigns to sell the seasons number one commodity – sun cream.

Over the years, sun cream has been sold to us as consumers in a number of ways. The most common but forgettable and honestly boring way has been through images of good looking people rolling around on a beach in the Caribbean.

Boots have gone the other way.

Boots Soltan have teamed up with the creative agency monolith, Oglivy UK, to reveal their summer campaign. Like all great advertising campaigns, this one’s a shocker!

The images released which are currently plastered on billboards across the UK show children playing in the sunshine supposedly unaware of the tattoos across their chest and face. The tattoo reads ‘sun damage for life’. The inspiration for this campaign came after research carried out by the company. The research found that 51% of parents choose a sun cream based solely on the SPF rating, without taking into account the star rating which indicates the level of protection against long term, permanent skin damage caused by overexposure to UVA. The campaign is clearly aimed at parents and warns that by not taking into account the UVA protection rating, you could be causing permanent damage to your child. Scary stuff.

The brilliance of this campaign is in its shock value. The image of the child playing in the sunshine stirs up positive feelings inside of you. This is contrasted with the horrifying realisation that the same child has a very visible tattoo inked onto their skin. The two aspects of the image contrast powerfully. I find myself looking at it everytime I pass it at the train station.

What’s that saying? All PR is good PR

The other stroke of genius is the ability to cause discussions. While some people might take offence to the suggestion that having a tattoo is permanent ‘damage’ to your body and not a form of self expression or body art. In the UK, 20% of the population have tattoos. A large number of people to potentially aggravate. Whether you like it or not, whether it scares you or enrages you, Boots have managed to cause a stir. The very thing companies selling a product love – get tongues wagging and more bottles of sun cream selling.

Boots summer campaign might be uncomfortable to look at but you have to admire their commitment to provide a hard hitting message while raising awareness and providing education about health.

 

Brands have taken a different approach to this years World Cup, why?

We are a little under a fortnight away from the kickoff to World Cup 2018 in Russia.

A lot of us in the office are football fans but we are also fans of all things marketing, creative and digital. Leading up to and during one of the most watched events on the planet, big sponsors pull out all the financial and creative stops with their marketing campaigns. To give you an idea of how far the big players are prepared to go, FIFA made $404 million from marketing rights…

But, how have sponsors involved in the biggest sporting event in the world been affected by changes in technology and the current geopolitical climate?

 

Politics Putin??

Brand campaigns for each World Cup are linked to the host country. Four years ago, brands celebrated the vibrancy and colour associated with Brazil and carnival festivities. Russia, as the host nation of the twenty-first World Cup, has been in the news for all the wrong reasons. From the suspected poisoning of a former Russian spy on British soil to the never-ending speculations into their involvement with influencing US presidential elections and the Brexit campaigns.

This has had a clear impact on FIFA’s ability to fill their sponsorship quotas which have resulted in huge financial losses. A month out from the previous World Cup, sponsors were jumping at the opportunity to sign up stars and ready their campaigns. At the same stage, ahead of this year’s tournament, FIFA had failed to fill those spots and sponsors have been much slower to jump on the World Cup bandwagon.

 

Technology

Some have said Brazil 2014 was the social media World Cup. We are four years down the line which might not seem a long time but in the world of technology, it is a lifetime (there has been four Iphone’s since then).

Football is linked to the fans and the biggest competitions get fans talking. Advances in technology have made communication through social media apps like Facebook, Instagram and Snapchat more expressive. Now, more than ever, we can react to content in the online community.  During the 2017 Champions League Final, football fans were 48% more active than the average Snapchat user. Even those who aren’t die hard football fans enjoy events like the World Cup because of the shared experience of watching with friends who are.

One prominent media partnership recently announced has been between Copa90 and Snapchat. Through this partnership, Copa90, aims to give its users a more up close and personal experience of the World Cup by using Snapchat correspondents to report on their experience.

On June 14th, half of the planet’s population are likely to be watching this event and if their eyes aren’t glued to the TV, they will be sharing video content, updating Instagram stories or following football-related hashtags.