MAGnet #02 - 28/05/21
Magnet #2
As you wait for that fleeting British summer weather to actually begin, why don’t you grab a hot drink and settle in with the second edition of Magnet. This week, we’re discussing a night on Weatherfield cobbles, data from a new Apple app and ITV’s latest brand campaign.
Enjoy.
Out and About: Corrie x Airbnb
For one night only, the ever familiar cobble stones of Coronation Street will be open to two guests, giving fans the opportunity to stay overnight in the iconic set location, with the Rovers Return as their next door neighbour.
Coronation Street have partnered with Airbnb to bring about this unique opportunity. A specially constructed pop-up house, named The Rover Annexe has been built on the set in Salford, Greater Manchester, which will be available to book for the night on Airbnb.
The Rover’s Annexe is self-contained, with a red-bricked façade and will be situated in the heart of the street. During the stay, guests will be given an exclusive tour of the set, followed by a hotpot dinner from the annexe. (If they’re lucky, a pint in the Rovers and breakfast from Roy’s Rolls might even be on offer).
The Rover’s Annexe has been designed in classic Coronation Street style, taking inspiration from the Rovers Return B&B decor. Guests will have a comfortable living area to relax in, and the adjoining twin bedroom provides comfy bedding and prime Weatherfield views.
Available to book now, the one night stay is scheduled for October 2nd 2021, and will be made and the money raised from the booking will go to charity.
Data: ATT
Apple recently showcased the app tracking transparency (ATT) privacy feature on iOS in a new ad and it illustrates how companies track you across apps by following the journey of an individual going about his daily routine; each scene showing an app people commonly use. From a coffee shop, to a taxi ride, more and more businesses and companies track him until he’s surrounded by a group of people, all wanting his data. However, when he takes out his iPhone and starts declining the ATT requests for apps to track him, the trackers surrounding him begin to disappear.
The ad is blunt about its meaning, and it reflects the fact that extensive tracking occurs online and in apps, and that data is collected, shared, and monetised. The existence of the ATT app gives users the option to protect their own personal information and privacy. Data released recently suggests ATT is popular among iPhone users- just one in every 25 iPhone users (4%) that had installed iOS 14.5 were opting in to app tracking, according to US data analytics firm Flurry.
Despite warnings from Facebook that the change could have a severe impact on advertisers’ business, 81% of UK marketers expressed support for the change in a recent survey.
Apps include around six trackers from other companies; their only purpose being that of collecting and tracking people and their personal information. The data collected fuels an industry valued at US$227 billion per year but now with Apple’s ATT app and their campaign- aiming to empower individuals with the tools to protect their personal information- that could change.
Campaigns: ITV Drama vs Reality
We were impressed with ITV’s new brand campaign, named ‘Drama vs Reality’, to highlight the abundance of drama and reality shows that are available on ITV Hub.
The main motif of the campaign was to showcase the fact that ITV hub has a of drama and reality shows on it, and ITV used this in the literal sense; getting stars from drama and reality TV to act out scenarios, to show them all vying for our attention.
Uncommon Creative Studio worked to create the campaign with ITV, and media for the campaign was planned and delivered by Essence.
The campaign places two unlikely pairings together in each ad, and it launched with the first TV ad after The Brit Awards, on May 11th with Bafta-winning actor Jason Watkins going head-to-head with Love Island winner Kem Cetinay. The next film in the series starred actress Katherine Kelly ahead of her new ITV drama ‘Innocent’, and we see Katherine arrive home after a day on set. She dances around her kitchen, and then in preparing her drink, the actress runs out of tonic. Viewers follow her movements to her store cupboard – to unexpectedly find a TOWIE star tied up and held captive.
The fully integrated marketing campaign will use multiple media channels, including outdoor as well. Over the coming weeks innovative activations on ‘younger’ platforms such as Snapchat and Tiktok, will bring the ‘Drama vs Reality’ idea to life.