What’s the news?

We’ve all seen it. Despite it being days till Halloween, Christmas decorations seem to have taken over the majority of high street stores and shopping malls. Most people refer to this as the ‘Christmas creep:’ a merchandising phenomenon where retailers and merchants introduce Christmas themed merchandise or decorations before the traditional start of the holiday season.
 
But why so early? Customers have a tendency to spend less money when the traditional time to think about buying holiday gifts approaches. One reason for this is due to millennials tendency to avoid spending on a whim and to stick to a budget when it comes to holiday spending.
 
The solution: Start earlier! By putting decorations out early, retailers are more likely to make bigger earnings on holiday-related items than if they wait until the traditional holiday period.
 
However, Christmas Creep hasn’t taken focus away from Halloween. In fact, Halloween is the second biggest holiday in the calendar — just behind Christmas —  and getting bigger. Reasons for this include the fact that Halloween doesn’t have the same emotional pressure and stress that Christmas creates —  particularly when it’s framed as the ‘family’ holiday. It seems that Halloween, with all its self-indulgence, is a great antidote to this. Forbes.com have even called Halloween the “perfect 21st century holiday.”

 

What it means for us

The fact that retailers and merchandisers are having to completely restructure their plans and strategies for merchandising products and conducting sales, highlights how important it is for companies to stay updated on the latest trends and consumer changes that are happening.
 
Planning events and campaigns that use a holiday such as Christmas or Halloween as the main focus means that companies only have limited time to make a profit successfully. By ensuring they are as knowledgeable as possible on consumer needs and wants as they change each year, ensures that companies can form strategies that will increase their consumer base.

For the long read:

What’s the news?

Pre-2000 marketing could be summed up in one quote:

“Half the money I spend on advertising is wasted; the trouble is I don't know which half” - John Wanamaker

 
The rise of digital marketing promised to reduce the wasted money by enabling brands to hyper-target people who were likely to, or already in the process of, buying products like the ones they sell. This has been enabled by a huge growth in personal data available. Ads can now be targeted at people based on age, location, search history, sex, job title, interests and anything else you’ve told Facebook over the years.
 
However, according to a recent report, 79% of people say they are concerned about their online privacy, while three-quarters (74%) want more control over their personal data. For many, the solution is to install adblockers which protects the identity of the user and blocks adverts from being shown.  A recent report by eMarketer suggests that 23% of internet users in the UK use ad-blocking software. The vast majority of these users are people aged 40 and younger — the target audience for many brands.

What it means for us

Ad blocking is a detriment to the entire advertising ecosystem, affecting mostly publishers, but also marketers, agencies and others whose businesses depend on ad revenue. Another challenge is that it concentrates power amongst the advertising giants — Facebook and Google — as they increasingly become the only reliable way to advertise to your target audience.
 
eMarketer believes that the best way for the industry to tackle this problem is to deliver compelling ad experiences that consumers won’t want to block; ones that don’t disrupt the core experience of the audience. Whether this is true or not is yet to be seen. What is, and will remain, true is that we have to find creative and compelling ways to communicate to our audiences and make them want to hear what we have to say. Because, by default, people don’t want to listen.

For the long read:

How do you get people to realise how much they rely on a secure connection?

What’s the news?

Data privacy scandals seem to pop up every now and then. Lately, however, the world has seen the number of breaches to popular services intensify. Last month, Facebook suffered a massive security breach which granted attackers access to 50 million of the platform’s users’ personal information.
 
In April, Facebook CEO Mark Zuckerberg gave a gruelling 5-hour publicly televised testimony before US Senate members, where he apologised for failing to prevent the events that led to the Cambridge Analytica scandal that shocked the world. At the time, there was much confusion around what actually happened and who was involved. An element of mystery still remains around the subject, but we are all certainly well aware of the dangers of having technology at the centre of our lives. However, we continue to feel vulnerable if we are not connected at all times. 

What it means for us

Kaspersky Lab approached RY to develop a campaign for their Kaspersky Security Cloud 2.0. The goal was to communicate the profound link between the vulnerability of being disconnected from technology and being (literally) exposed in a city you don’t know. RY wanted to produce a compelling, provocative film that would highlight the feelings of insecurity and helplessness associated with being disconnected. The “Naked Man” seemed like a perfect way to get people to pay attention.
 
The key insight was to get people to understand that it is completely ridiculous to be physically exposed in front of strangers, so why wouldn’t we take measures to prevent being digitally exposed? The film is uncomfortable, dark, and extremely clever, and it perfectly positions Kaspersky Lab as the obvious antagonist to an unreliable connection plagued by data insecurity.


Check out the film here:
https://www.youtube.com/watch?v=wwywQX4NSY4

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