Proctors' weekly news Roundup

June 22, 2018

Another busy week has passed here at Proctors HQ which has included Burger King Russia receiving a grilling, P+S dusting off the tuxedoes and the launch of IGTV.

So here is our take on some of the most newsworthy stories we have come across over the last seven days!

Screwfix use a clever campaign to celebrate everyday legends

Screwfix teamed up with Ogilvy UK to produce some hilarious content for their sponsorship of England coverage on ITV.

It was announced back in May that Screwfix would jointly sponsor ITV’s coverage of the World Cup along with Budweiser and Volkswagen.

Beer giant Budweiser went for a product-focused ad with their #LightUpTheWorldCup campaign as swarms of drones delivered their beer to supporters all around the world. Whereas German car manufacturer Volkswagen has used the airtime to simple show off the latest additions to their range.

However, for us, it’s Screwfix who have hit the nail on the head (sorry, we had to say it) with their campaign as they wanted to celebrate ‘Legends of the Game’.

Instead of picking up a group of former World Cup stars to feature in their adverts, they found real Screwfix customers who have names identical to former England World Cup legends. Names such as Alan Ball, David Seaman, Tony Adams and Michael Owen all feature in the series of adverts but unlike of their Three Lion counterparts, these names show off their trade skills from carpentry to roofing.

Burger King Russia grilled for World Cup advert

We’ve taken an in-depth look at some of the best and worst adverts to grace our screens during the 2018 World Cup, however, this latest offering from Burger King.

The Russian branch of the fast-food chain offered Russian women who were able to get pregnant by World Cup stars 3 million roubles (around £36,000) and a lifetime supply of its signature burger, the Whopper. 

Not only was this campaign sexist and demeaning, it was also swiftly removed from Burger King Russia’s Twitter page on Tuesday, closely followed by an apology.

The “incentive” (we use this in the loosest possible sense) was promised to “ensure the success of the Russian team for generations to come”. However, as you can expect, these views were not shared by the American arm of Burger King, who issued the following statement:

"We are sorry about the clearly offensive promotion that the team in Russia launched online."

It said the offer "does not reflect our brand or our values and we are taking steps to ensure this type of activity does not happen again."

Sadly, the Russian side of the apology was a little less apologetic. When translated (using Google) their apology reads “We apologise for the statement we made. It turned out to be too insulting. We thank you for the feedback."

Another week of awards dinners 

In some more positive news, members of Team Proctors had to dust off their tuxedo’s and posh frocks as we had been shortlisted for some more awards.

First up was the Recommended Agency Register Digital Awards where we were up for the Web Design category. This time we didn’t bring the award home from London but a great time was had by all.

Later in the week, we took to Ashton Gate stadium for the Bristol Post Business Awards where we had been shortlisted for an Environmental Business Award. We faced some stiff competition in the form of Mitie and St Monica Trust but it was the team from Triodos Bank who took home the award.

Although we didn’t scoop an award for our environmental work, our continued commitment to new technology and practices means we’re constantly exploring and investing in our environmental future – something we continue to do with dedication and integrity each day.

Instagram announces IGTV feature to rival YouTube

Instagram has announced the addition of long-form video to a new separate platform which will allow users to post up to hour-long videos.

The standalone app (IGTV), will allow creators to upload much longer content and seems to be a direct move to challenge rivals such as YouTube with the neat caveat of being “mobile first” content.

IGTV will show videos only in portrait mode which Instagram founder Kevin Systrom says is the “natural way” to hold your phone. The new platform will allow content creators to fully develop their Instagram Channels with a selection of videos that people can subscribe to.

Currently, there are no ads on IGTV, which of course means no revenue sharing between creators and Instagram. However, that doesn’t mean that this is something that Instagram isn’t thinking about further down the road.

This will be great news for advertisers worldwide as the audience for original digital video has grown in the past five years from 45 million adults in 2013 to an estimated 72 million adults in 2018, showing a 60% increase.

Instagram boss Kevin Systrom made the announcement of IGTV from San Francisco earlier this week whilst also declaring that platform now has 1 billion active monthly users.


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