BUSINESS INSIDER: Youtube invades World Cup to steal viewers away from cable
USA – At a time when more and more consumers are choosing to quit paying for television, it’s a huge feather in cable’s cap to be the only place Americans can (legally) watch their national team’s first three tournament matches. But now, one of cable television’s biggest rivals is crashing the party. YouTube will run an ad during every World Cup game in the Chicago, San Francisco, and New York City markets as part of a campaign that seems designed to persuade the tournament’s majority-male viewership to migrate to their computers once the games are over. The ads will promote two of the Google-owned video-sharing platform’s most popular content providers: the humorous hip-hop duo “Epic Rap Battles of History,” and the gritty, gonzo journalism purveyor Vice News, whose parent company Vice Media has been in the news recently due to rumours surrounding a potential investment from Time Warner.
CAMPAIGN LONDON: M&C Saatchi is to launch Lida, its digital and direct agency, in Australia.
Christine Gardner, a managing partner at M&C Saatchi Sydney, will run the agency when it opens later this month alongside Al Mackie, a creative director at Lida in the UK. They will retain their current job titles at Lida Australia. M&C Saatchi Sydney’s digital, data and direct business, Mark, will be folded into Lida Australia. All current Mark staff will be employed by the new business. Jaimes Leggett, the chief executive M&C Saatchi, Australia, said: “The launch of Lida will be a seminal moment for our group, our clients and indeed the industry in Australia. Lida will bring world-class customer engagement capabilities, specifically in the areas of data, CRM and loyalty, to this market.” Lisa Thomas, the UK chief executive of M&C Saatchi Group, founded Lida in 2000.
AD AGE: State Farm Insurance shows why you need insurance during the World Cup
USA – Alma’s Hilarious Campaign Depicts the Dark Side of Soccer Revelry. State Farm makes itself very, very relevant during the World Cup with this hilarious ad created out of Alma and running in both English and Spanish-speaking outlets. The spot depicts various celebrations during the big game, with families going wild over their team’s goals and foibles, unwittingly victimizing their beloved homes. Point being, consumers can be “worry free” about enjoying football as long as they have State Farm. A social element of the campaign invites people to record their own #WorryFree celebrations by uploading victory videos into a Facebook app that will, just as in the spot, slow them down and set them to the ad’s “Born to be Alive” soundtrack.