As ad-spends on digital advertising continue to rise, so have different formats of ads. From video to audio all formats have been utilised in the last year. What’s more, social media platforms have continued to attract ad dollars. Dentsu in its Global Ad Spend Forecasts claimed that the global advertising spend is projected to surge by $23.0 billion in 2023 to reach $727.9 billion in 2024. Digital is projected to settle into almost consistent incremental growth for three years, to account for around $3 in every $5 spent in advertising worldwide.
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This is to be noted that BrandWagon Online doesn’t claim any kind of sequencing for the campaign. The campaigns quoted below are based on trends, innovation and messages quoted.
Netflix introduced a thoughtful campaign titled ‘The gift that keeps on thrilling,’ targeting Austria and Germany in December 2023. The ad, crafted by Twentyrising, suggests gifting Netflix to parents not only enhances their entertainment but also bridges generational gaps. By emphasising shared experiences and cultural references, the campaign positions Netflix as a meaningful gift that benefits both the recipient and the giver.
Pepsi’s phone coolers
Pepsi Zero Sugar, rolled out a campaign with Sancho BBDO to introduce digital coolers designed to cool down phones during activities like gaming and movie-watching. Emitting a frequency sound similar to real fridges, these coolers, showcased on TikTok and Instagram Reels, aimed to refresh phones. The campaign is focused on offering a practical solution for phone overheating issues.
Tata Play’s #HarTVJingalala
Tata Play’s #HarTVJingalala campaign for World TV Day 2023 conceptualised by Chimp&z Inc. , ignited nostalgia among consumers in India. The campaign showcased TV sets, featuring its emotional journey from ‘nearly replaced’ to cherished family members. The ad’s nostalgic humour highlighted the bond between families and their TVs, even in the age of tech upgrades. The campaign showcases the place of television in Indian homes.
Anytime Fitness’s take consent from your body
Anytime Fitness rolled out an awareness campaign titled ‘Take consent from your body’ in December 2023. The campaign was conceptualised by Sociowash, urging people to prioritise their well being by respecting their body signals. The campaign advocates acknowledging fatigue and discomfort as clear requests for breaks. It focuses on serving as a timely reminder to prioritise self-care and emphasises the importance of physical and mental health.
Renault’s It’s Renol
Renault’s ‘It’s Renol’ campaign in Colombia displays a shift in brand identity. By adopting a colloquial term used by Colombians, ‘Renol,’ the campaign conveys a sense of familiarity and shared experiences. By this campaign, Renault aims to position itself as more than just a foreign automotive brand, but as an integral part of Colombia’s culture. The campaign communicates the brand’s role within the local community.
Tide and Oral B’s Chauk Gaye!?
Tide and Oral B, two global brands known for cleanliness, collaborated for a campaign with a catchphrase, ‘Chaunk Gaye!?’. The campaign displays everyday situations. The collaboration showcases the unexpected pairings that can come together for a common cause – keeping it clean and leaving everyone saying, ‘Chaunk Gaye!?’
Unitel’s opportunity for all Unitel Hub
Unitel’s digital campaign, ‘Opportunity for All | Unitel HUB,’ highlighted the educational divide in Mongolia. This documentary-style narrative unveils ‘Unitel HUB’, designed to provide technology education to 381,000 children outside urban areas. Through a self-sustainable framework, the brand aims to nurture digital literacy, with plans to establish HUBs across provincial centres by 2024.
Microsoft’s AI can’t do that
In 2023, it was and is artificial intelligence which seems to have taken centre stage. Microsoft Windows seized this narrative by introducing AI features in Windows 11. The campaign, ‘AI Can’t Do That,’ conceptualised by Superdigital agency demystified AI and also added a playful touch by narrating Window’s inability to solve global mysteries such as Aliens. The campaign highlighted how Windows 11’s AI simplifies daily tasks.
Jindal Stainless #StainlessAllTheWay
In December 2023, Jindal Stainless, a stainless steel manufacturer, launched a campaign titled “#StainlessAllTheWay.” The campaign, created by advertising agency Social Panga, leverages the festive spirit of Christmas to highlight the versatility and durability of stainless steel.
By employing AI-powered visuals, the campaign takes viewers on a journey alongside Santa Claus, showcasing stainless steel in unexpected scenarios. From spaceships zipping through constellations to mirrored escalators reflecting the bustle of a holiday mall, the campaign reimagines everyday objects and infrastructure with a touch of stainless steel.
Rock & Barbie Day
In 2023, the Rock & Barbie Day campaign rolled out, uniting Barbie with rock legends like Gene Simmons, Jimmy Hendrix, and Slash. The campaign showcased the fusion of diverse cultural icons. By aligning Barbie with rock stars, the campaign promoted acceptance and celebrated differences. It delivered an important message, urging the embrace of various styles and personalities, emphasising that true beauty lies in diversity and the acceptance of our unique distinctions.
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