#Magnet 61

Welcome to another edition of magnet!

What does the Cost of Living Crisis mean for the ad market?

A stark statistic from research company GfK was revealed recently: consumer confidence is at an historical nadir, falling two points to -40% in May, its lowest level since records began in 1974.

As more people face unprecedented hikes in the price of pretty much everything – from heating and petrol to food and clothing – there's increasing clamour for action from government and from advertisers.

So far, we have not seen much impact overall on advertising and marketing expenditure, however, it is still very early in these challenging times. Currently, brands have been told to be “cautious” but not exactly “cutting,” given that ad spends are tied to “GDP and the economy” (From McCall, Chief Exec at ITV).

Campaigns:

Amazon Books has launched a global campaign designed to inspire people to read and “feel the rewards” of getting lost in a good book.

‘The Reading Feeling Awaits’, created in partnership with Droga5 London, highlights the “invisible magic” that is created every time a reader picks up a book.

A series of online videos look to show the emotions a reader feels towards the key characters when they are engrossed in a book, such as awe, love, fear and loss. Each scene starts wide before zooming in to the reader and then flipping to their perspective and showing the book come to life. It will be supported by social, digital and out of home.

Josh Fein, director of worldwide marketing at Amazon Books, says: “That Reading Feeling Awaits is our call to crack open that hardcover or switch on your Kindle to feel the rewards of the immersive reading experience.”

This week, Kanye West and Gap released a surreal video to raise awareness of a new product drop in its New York store. ‘The Yeezy Gap’ Engineered by Balenciaga collection dropped for the first time at the retailer’s New York Times Square location. To coincide with the launch, the rapper released a virtual game experience, had a complete redesign of the store and sent a fleet of matte black trucks to drop the apparel off in other states. A certain surefire way to to capture the attention of Kanye fans and followers of designer brands- and by incorporating many different aspects to a campaign, it shows that creativity really can build brilliant campaigns.