The campaign, called “Level Up Your Imagination”, is LEGO®’s largest activation of the year. It encourages kids to step into meaningful play by elevating their creativity. To support the campaign, Wunderman Thompson Hong Kong created a mobile game and social media content that integrates with LEGO®’s larger in-market activation strategy. The campaign spans two markets – Hong Kong and Taiwan.

The game is available on mobile via this link: hk.legosummer2020.com

Currently, Wunderman Thompson Hong Kong is LEGO® ’s social media agency in Hong Kong. In past campaigns such as Brick at Home and LEGO® Vehicles, it has supported the brand.

“Our relationship with Wunderman Thompson Hong Kong over the years has given us the confidence to entrust our biggest campaign of the year to them. Our shared ambition is to reach out to more local kids, bringing them truly rewarding and stimulating play experiences that inspire their creativity and imagination,” said Candice Wong, Digital Marketing & E-Commerce Manager, LEGO® Hong Kong & Taiwan.

“It’s incredibly rewarding to partner with one of the world’s most iconic brands, and to help take LEGO® into the hands of children across Hong Kong who will treasure their experience of play and discovery,” says Matthew Parry, Managing Director, Wunderman Thompson Hong Kong.

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Firework is a Silicon Valley-based startup growing in open video platform offering ownership and publishing control to the creators. The company serves as a great platform to reach a mass audience by associating with 400+ ventures across the globe.

“Open Story Page” now offers a chance for creators and entrepreneurs to create their own pages and advertise regardless of the followers they already have. Content creators can independently create their own platform without the involvement of Fireworks. In this concept, revenue is generated in two ways, one is through the views in the network and the other is through advertising on their OSPs. The creators can earn 100% of the revenue independently and Fireworks get a share only if the company asks them to create inorganic video views.

“Firework fully understands the gaps in the short video space and with OSP (Open Story Page), that changes the dynamics in the way creators, publishers and brands derive value in the short video space. Firework has built the next-generation short video platform that uses the open web – meaning, an app is not needed for the content to be consumed. The OSP will be a framework on which Firework will further innovate and build unique capabilities to further empower the creators and partners. It will truly be a game-changer in the business and will re-define the ecosystem and relationships within,” says Sunil Nair, CEO of Fireworks.

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The tournament is held on Saturday and offers exciting prizes like cash prize of 1 Million, Harley-Davidson Street 750 superbike, and will win a trip to Los Angeles, USA to party with Dan Bilzerian. The free registration is done via the BLITZ POKER website and apps.

Launched on August 10, the game was a great hit among the Indian market as the game allows poker players to earn money with zero to minimal deposits. The game is downloaded by many as it is easy to use and even offers opportunities for even beginners to take part in tournaments and such. BLITZ POKER also has an effective support system and offers immediate help to the players via E-mail, call and chat to solve their problems and queries.

“When I decided to launch a poker product in India, I wanted to make sure it was done right. This is India’s biggest Freeroll poker tournament. The tournament is open to everyone, with great prizes in store for the winner including a huge INR 1 Million cash reward, a Harley-Davidson superbike and a trip to Los Angeles to party with me,” says Dan Bilzerian while commenting on the Freeroll tournament.

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David Hilbert, Kia UK marketing director, told AM that while some brands put marketing spend on pause during the crisis, the Korean manufacturer’s strategy was always to continue investing. For its e-Niro campaign with Robert De Niro Kia also continued with its TV advertising, while again, other rivals put spend on hold.

With dedicated models for the European market, Kia is planning to launch 11 EVs globally by 2025. In 2021, the first of Kia’s next-generation EVs will be introduced to Europe, constructed on a unique platform specifically engineered to accommodate an EV powertrain. A crossover design, a range of more than 300 miles, and a sub-20minute charging time will be offered.

Hilbert also put Kia’s 28% year-on-year increase performance partly down to the investment in brand awareness, while pent up demand can explain the increase in new car registrations in July.

Some manufacturers have marketed the fact they are able to offer payment holidays and putting post-lockdown deals together, Hilbert said Kia’s strategy is just to focus on confidence in the product.

Hilbert said “As a result, we had a greater share of voice in April and May and that’s really worked for us ahead of dealerships reopening in June. The e-Niro has seen a 460% surge in interest year-on-year and I think the lockdown has focussed customers’ minds on looking for more environmentally friendly driving.”

He said, “We’ve invested in our brand power, awareness and the product and less about customers looking for a deal. We still want to get customers into cars and dealerships with the safety measures we have in place. That’s been our focus.”

To help retailers better interact with customers in a way they prefer Kia is currently launching live chat and video technology across its dealer network.

The post Kia Benefits From Maintaining Digital Marketing During Lockdown appeared first on Latest stories from Media, Advertising, Marketing and Startup world.

The campaign focuses on YouTube search intent and brings branding impact among the audience. The Pan-India customers are their target audience as they operate by creating brand awareness through YouTube search ads. This facilitates the advertisers to advertise following their customer’s YouTube ads.

Rubeena Singh, CEO, iProspect India said, “iProspect has always worked towards providing innovative solutions to its clients and has always been an early adopter of products and technology. Google, recently, has made the feature available as a Beta. We leveraged it for our client Angel Broking and are the first to execute this product in the BFSI sector.”

Commenting on the campaign, Prabhakar Tiwari, CMO of Angel Broking said, “Through this campaign, we are enhancing our digital engagement across the country and driving awareness around our brand and services. We are extremely happy to be the first company in the sector to opt for this.”

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Levi’s, the well-known apparel brand that had earlier stopped its advertisement in social media platforms, is planning to resume its advertisement earlier this month. Company executives and brand experts are speculating that this disengagement is temporary in nature and brands would make a comeback, but it will take some time for things to normalize.

“This will continue for some time and one needs to see what action needs to be taken. Facebook does need to get its act together. They are getting into controversies too often; better stakeholder management is required,” said an executive at a packaged goods company.

The digital advertising market in India is growing at a fast speed and is estimated to reach 17000 crores with brands which are engaged on multiple platforms like Facebook, Google search, YouTube banners other than engagement in Instagram and Twitter, but there is still a concern which revolves towards the spread of fake news, hate speech, and content moderation.

As per a recent article in the wall street journal, the Facebook executive in India took the matter of hateful posts by the members of the ruling Bharatiya Janata Party lightly, which made the Congress party inform Facebook CEO Mark Zuckerberg about the hateful posts and urged him to look into the allegations. On 1^st of July, Facebook blogpost, Nick Clegg, vice-president, global affairs and communications, Facebook, said that: “Billions of people use Facebook and Instagram because they have good experiences — they don’t want to see hateful content, our advertisers don’t want to see it, and we don’t want to see it. There is no incentive for us to do anything but remove it. Facebook does not profit from hate.”

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For transactions in Android and Web in countries where Facebook Pay is available the platform will not collect any fees from small businesses and creators for the next year.  Small businesses will get an advantage to keep 100% of the revenue generated from paid online events. On the other hand, SMB’s will get 70% of the revenue generated from the App Store after 30% of it is reduced in the form of App Store Tax this has been done because Facebook Pay is not available on iOS. These days saw a rise in the number of educators, media publishers, creators, and brands who have been using the online platforms to conduct webinars, virtual concerts, training sessions, events, and much more, keeping the norms of social distancing intact.

In earlier times, paid events were held on video conferencing platforms which used to generate a unique link to the participants and payments went to third party services.

Facebook has channelized its efforts to bring this together into one place. As now most of the paid events are promoted on Facebook,  it has become very easy for the participants to get a chance to participate in the events as everything is available on the same platform and in one place.

The social networking platform has also improvised its Chat Plugin feature which enables businesses to chat with their customers on the website without logging themselves into Facebook, with the up-gradation process in place non-Facebook consumers can also get a solution for their issue.

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Commenting on their findings, Sanjay Trishal, Country Manager of AppsFlyer India said, “COVID-19 has forced many countries to implement strict lockdowns, resulting in work-from-home arrangements that are now considered the new normal. With more people spending time at home, H1-2020 saw a marked increase in mobile app usage, particularly in the Gaming and Entertainment verticals, thus tempting fraudsters. APAC has witnessed high fraud rates with BOT attacks contributing close to 65 percent of them. Further, India ranks No.1 in app install fraud rate in the Entertainment vertical within the region, indicating a more targeted and sophisticated approach from fraudsters. As India becomes more app savvy, marketers must be watchful of rising tactics like BOT attacks, click-flooding, and install-hijacking. It’s time for marketers to work more closely with mobile measurement partners to avoid ad fraud losses.”

According to the reports, the fraudsters use bot attacks to fake app install and the majority of the downloads take place in Android phones. Large marketing budgets and high-cost install rates in APAC regions make them the prime target. Apart from the Finance sector, the travel industry has also suffered from such cyber-attacks from fraudsters in recent times.

In the Finance sector, work from home and online banking factors are the main reasons for the rise in online frauds. They remain the most exposed with 40% overall exposure in the past year. Due to this, shopping apps have stepped up to protect their customers and this improvement has led to a 30% decrease in fraudulent when compared to last year.

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Star Sports earned a revenue of Rs 2000 crores from last year’s IPL and is determined to earn a much bigger number this year despite the COVID situation. They have signed 12 sponsors and 80 advertisers so far and also tied up with other digital platforms. The matches will be streamed in Hotstar and the company is selling 10 seconds slots at a rate of Rs 12 Lakhs per slot.

To invite more brands, Star network has extended its pre-match program durations to 60-90 minutes. Hotstar is currently working on ways to bring live experience to their audience watching the matches from home. The matches will be commencing from September 16 behind closed doors. Apart from the usual advertising brands, Star Sports has seen new advertisers from two-wheeler brands, online education and mobile gaming platforms.

“IPL has always been the most-awaited national sporting event, now more than ever with the lack of live sports for such a long time. Despite the enormous demand and record-breaking viewership expected, for now, we are not increasing the price and are keeping it the same as what was planned for March 2020,” says the CEO of Star Sports, Karan Thakar.

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The average ad insertions per day for publishers in South India saw a steady decline over the April-July 2020 period. For all the India market, average ad insertions per day declined in May over April before seeing a nominal decline in July ad insertions shot up significantly.

However, things are expected to look up for the south’s digital publishers with the onset of the festival season. LV Krishnan, chief executive officer, TAM Media Research says, “Onam will bring in the much-needed cheer to business and economy in Kerala. During the COVID-19 lockdown months, the Ad revenues mainly came from essential goods, Edu-com, and financial categories. But since the past couple of weeks, there has been an increased interest by the auto, retail, and jewellery across the traditional and digital mediums.”

Krishnan adds that “Integrated marketing activities by both regional and national players are definitely positive signs for Kerala. The digital platforms will complement the TV, Radio, and Print media and help push the promotional activities planned by marketers. Marketers could take full advantage of leveraging creative campaigns in mass traditional platforms integrated with digital video content to lure consumer interest during the coming festive season.”

Life insurance was the top category with a 13 percent share of digital ad insertions among south web publishers in the months under review. The top 10 categories on digital had more than 50 percent share of total ad volumes. The education and finance sectors were on the list of top 10 categories. During July 2020 compared to April and May this year more than 30 categories and 1300+ brands advertised exclusively on digital.

With ICICI Prudential Life Insurance leading the pack the top 10 advertisers accounted for 35 percent of total digital ad insertions on south web publishing platforms. Also, with an 11 percent volume share, ICICI Pru I Protect Smart was the top brand, followed by Motilal Oswal (7 percent share), and Veenam Software (5 percent share).

In July 2020, the share of regional digital advertisers saw minuscule growth when compared to April 2020. The ratio of national to regional advertisers on south web publishers went from 82:18 in April 2020 to 81:19 in July 2020. Out of the top 10 regional categories on Digital, 4 were from the education sector and 3 were from the retail sector. The categories of the top 10 regional advertising accounted for more than 80 percent of total ad insertion volume.

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