{"id":15791,"date":"2022-12-20T10:44:26","date_gmt":"2022-12-20T10:44:26","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15791"},"modified":"2022-12-20T10:44:26","modified_gmt":"2022-12-20T10:44:26","slug":"you-work-hard-for-your-money-bestinvest-it","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/bestinvest\/you-work-hard-for-your-money-bestinvest-it","title":{"rendered":"You work hard for your money, Bestinvest it"},"content":{"rendered":"<div class=\"lazyblock-video-1yyYUl wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n            <iframe data-src=\"https:\/\/www.youtube.com\/embed\/mX1SX-j7ZWw?rel=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>    <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1N5M57 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p>Challenger financial brand Bestinvest is refusing to beat around the bush to entice the public to entrust their savings to its care with an unexpected marketing approach that emphasizes hard work and humor.<\/p>\n<p>Waxing lyrical about the importance of financial planning, \u2018You work hard for your money\u2019 cuts through the sober rationality that typifies the sector with some risque ideas.<\/p>\n<div id=\"articleContentBlock\">\n<p>The \u00a34m brand relaunch is the first fruit of a partnership with indie agency\u00a0<a href=\"https:\/\/www.thedrum.com\/news\/2018\/06\/18\/can-indy-agencies-benefit-behaving-the-networks-harbour-collective-thinks-so\">Harbour Collective<\/a>,\u00a0<a href=\"https:\/\/www.thedrum.com\/opinion\/2021\/11\/12\/wpp-agencies-sweep-up-beverage-and-banking-clients\">appointed last year<\/a>, to double brand awareness within five years.<\/p>\n<p>\u00a0<\/p>\n<\/div>        \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          Bestinvest are the epitome of the challenger clients we love to work with.          <cite>Joint chief executive officer, Tara Marus<\/cite>        <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Tongue-in-cheek scenarios brought to life by the campaign include a stoic stuntman who must repeatedly smash his way through a window for the perfect shot and a leafleter dressed up as pubic hair to promote the benefits of a bikini wax.<\/p>\n<p>Grant Parker, creative partner at indie agency Harbour Collective, said: \u201cTo stand out from the \u2018sea of same\u2019 that is the world of financial services marketing, we stayed as far away from the cliches and stereotypes of the sector as possible.<\/p>\n<p>\u201cThe scenes in our hero film needed to feel relatable and real, so we chose talent who reflected that and who people will care about. We wanted our audience to be able to empathize with the characters and recognize the pain of the grind, of working hard for your money.\u201d<\/p>\n<p>VCCP Media are undertaking media planning and buying and has brokered a big-screen campaign with Everyman Cinemas to dovetail with Top Gun: Maverick. Joint chief executive officer Tara Marus added: \u201cBestinvest are the epitome of the challenger clients we love to work with, showing a distinct appetite to challenge the category norms. Working with Harbour, we have been able to collaborate to devise an interesting and contextual plan to amplify the creative across high-impact broadcast and digital media.\u201d<\/p>\n<p>The multichannel campaign promotes making your money work as hard as you do by appealing to small private investors wishing to find a home for their wealth without resorting to to a full-fat wealth management solution.<\/p>\n<p>It will debut tonight during Live at the Apollo and\u00a0<a href=\"https:\/\/www.thedrum.com\/topics\/jamie-oliver\/8\">Jamie\u2019s<\/a>\u00a0Great Britain, with support from an out-of-home (OOH) activation at\u00a0<a href=\"https:\/\/www.thedrum.com\/topics\/westfield\/3\">Westfield<\/a>\u00a0Hammersmith.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-1z8xeA wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide  carousel--with-indicators  \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Harbour-Collective-Bestinvest-3-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/Harbour-Collective-Bestinvest-3-1.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-2.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-2.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-1.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                \r\n                <ol class=\"carousel-indicators\">\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"0\" class=\"active\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"1\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"2\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"3\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-15791","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["10112"],"client_id":"15790","hero_video":"","hero_image":{"ID":15793,"id":15793,"title":"BestinvestArtboard-4","filename":"BestinvestArtboard-4.png","filesize":1723754,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4.png","link":"https:\/\/www.vccp.com\/uk\/work\/bestinvest\/you-work-hard-for-your-money-bestinvest-it\/attachment\/bestinvestartboard-4","alt":"","author":"57","description":"","caption":"","name":"bestinvestartboard-4","status":"inherit","uploaded_to":15791,"date":"2022-12-20 10:36:20","modified":"2022-12-20 10:36:20","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP Media - Bestinvest 'You work hard for your money, Bestinvest it'","meta-description":"Challenger financial brand Bestinvest is refusing to beat around the bush to entice the public to entrust their savings to its care with an unexpected marketing approach that emphasizes hard work and humor.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/12\/BestinvestArtboard-4.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":15766,"post_author":"61","post_date":"2022-12-15 15:44:42","post_date_gmt":"2022-12-15 15:44:42","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch1 class=\\u0022wp-block wp-block-post-title block-editor-block-list__block editor-post-title editor-post-title__input rich-text is-selected\\u0022 role=\\u0022textbox\\u0022 aria-label=\\u0022Add title\\u0022\\u003eVCCP Media continues winning streak as it secures further clients across beauty, sport and FMCG sectors\\u003c\/h1\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eVCCP Media, \\u003c\/strong\\u003ethe media division of the global challenger network for challenger brands has today announced a streak of new business wins. The media shop has been appointed by brands \\u003cstrong\\u003eABI, Callaway Golf Europe, Major League Baseball \\u003c\/strong\\u003eand cosmetic clinic group\\u003cstrong\\u003e SK:N.\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eEstablished in 2012, VCCP Media is an award-winning full service media agency with a mission to deliver \\u003cem\\u003eMedia: like it should be. \\u003c\/em\\u003eHeaded up by Joint CEO\u2019s, Tara Marus and Pete Bennett the agency has gone from strength to strength and these new wins follow news of other wins earlier in the year for Financial Services clients Bestinvest \\u0026amp; Evelyn Partners as well as \\u003cstrong\\u003eHamleys\\u003c\/strong\\u003e and \\u003cstrong\\u003eDUG\\u003c\/strong\\u003e, the world's first plant-based potato drink, who appointed VCCP Media as its first UK media planning and buying agency.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eVCCP Media have secured a multitude of accounts including \\u003cstrong\\u003eThe Association of British Insurers (ABI), \\u003c\/strong\\u003ewinning a joint pitch win with sister agency Teamspirit. The agencies will take an integrated approach to ABI\u2019s media planning and buying, using both offline and online methods to effectively reach its customer base.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFollowing a competitive pitch process the award-winning agency has claimed the UK\u2019s leading skin clinic,\\u003cstrong\\u003e SK:N,\\u003c\/strong\\u003e winning both an SEO and through the line performance remit with work commencing with immediate effect.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eExpanding their remit in the sporting and e-commerce sector, VCCP Media will also now manage the digital performance media for \\u003cstrong\\u003eCallaway \\u003c\/strong\\u003eas well as other brands in their portfolio which include golf and luggage brand OGIO and men\u2019s clothing and golf apparel brand TravisMathew.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eTo seal this succession of wins, VCCP Media alongside sister agency CSM will be responsible for all media planning and buying across the \\u003cstrong\\u003eMajor League Baseball\\u003c\/strong\\u003e (MLB) series which returns to the UK next summer. This appointment by MLB marks the growth of VCCP Media\u2019s international outreach and the growing diameter of its fully comprehensive service.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe wins speak to the diversification and expansion of VCCP Media\u2019s client base and signals their impressive trajectory of growth as an agency. The wins add to an existing client base which spans multiple sectors and include Abbott, Bonhams, Cox \\u0026amp; Cox, De Montfort University, GoDaddy, Organix, Princess Yachts, Royal British Legion, SsangYong, Saga and Violife.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eTara Marus, Joint CEO at VCCP Media, added\\u003c\/strong\\u003e:\\u003cem\\u003e \u201cVCCP Media continues to go from strength to strength and I\u2019m incredibly proud of our recent new business wins. \\u003c\/em\\u003e\\u003cem\\u003eWe are really excited to be launching new brands into the UK market with innovative and passionate teams alike. All with a challenger spirit, they really do epitomise the type of brand we love to work with.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\",\"blockId\":\"T7HgL\",\"blockUniqueClass\":\"lazyblock-text-full-width-T7HgL\"} \/-->","post_title":"VCCP Media winning streak","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-media-continues-winning-streak-as-it-secures-further-clients-across-beauty-sport-and-fmcg-sectors","to_ping":"","pinged":"","post_modified":"2023-01-17 17:00:04","post_modified_gmt":"2023-01-17 17:00:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15766","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15445,"post_author":"57","post_date":"2022-09-30 14:56:04","post_date_gmt":"2022-09-30 13:56:04","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003ca href=\\u0022https:\/\/dugdrinks.com\/\\u0022\\u003e\\u003cb\\u003eDUG\\u003c\/b\\u003e\\u003c\/a\\u003e the delicious, creamy and vegan friendly plant-based drink, made from potatoes has announced the appointment of VCCP Media as its UK media planning and buying agency. The account was awarded after a two-way competitive pitch process and the win marks DUG\u2019s first media agency in the UK.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe spud based dairy substitute, DUG, which has a low climate footprint has already created a splash in the crowded plant based milk category\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs DUG\u2019s media agency, VCCP Media will lead on the inaugural UK media campaign, #DARETODUG, as their products hit UK supermarket shelves.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDUG\u2019s debut UK campaign, #DARETODUG soft-launched in August this year with hero OOH on a giant biodegradable vinyl banner as well as geo targeted digital, and will roll out widely across the UK next month, in October. Aimed at driving awareness and UK sales, VCCP Media is responsible for the strategy and commercial amplification supporting DUG\u2019s UK launch and roll out across UK grocery stores.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign, #DARETODUG, marks DUG\u2019s first UK targeted campaign for the Swedish born, award-winning potato m!lk and celebrates the benefits of the brand \u2019. Mindful of the need to engage both category rejecters and dairy alternative consumers with existing brand preferences, the targeted media campaign is designed to inspire audiences to challenge their perceptions, step away from the norm and delve into the unexpected. In order to cut through this highly saturated market, #DARETODUG has been built around the daring, revolutionary personality of the brand.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eRachel Redman, UK Marketing Director at Dug said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cWe felt the team at VCCP Media immediately understood what we are planning to do both from a strategic and commercial perspective. Their strong entrepreneurial spirit demonstrated that we are all aligned for success.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eTara Marus, Joint CEO at VCCP Media added\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201cWe are really excited to be involved in the launch of DUG into the UK market working with their innovative and passionate team, as a Challenger brand with challenger spirit, they really do epitomise the type of brand we love to work with\u201d.\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDUG is a Swedish brand with its roots in science and research by Professor Eva Tornberg at Lund University. It\u2019s where their patented emulsion technology was developed, and where they continue to develop new ways to harness the power of potatoes. Their plant-based drinks are currently sold in stores across Sweden and the UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFurther #DARETODUG activity is planned and will launch in October.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2fGfBo\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2fGfBo\"} \/-->","post_title":"Award Winning Potato Based m!lk brand DUG appoints VCCP Media as first UK Media Agency","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"award-winning-potato-based-mlk-brand-dug-appoints-vccp-media-as-first-uk-media-agency","to_ping":"","pinged":"","post_modified":"2022-12-20 11:08:07","post_modified_gmt":"2022-12-20 11:08:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15445","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15783,"post_author":"57","post_date":"2022-12-19 18:24:08","post_date_gmt":"2022-12-19 18:24:08","post_content":"<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch5 style=\\u0022text-align: left\\u0022\\u003eSteve Taylor, joint chief strategy officer at VCCP Media ruminates on the built-in playfulness that Japan lends to its ad landscape. Originally published in \\u003cem\\u003eCampaign\\u003c\/em\\u003e.\\u003c\/h5\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eWatching\u00a0Blade Runner\u00a0and, being a media soul, I always marvelled at just how many advertising opportunities Ridley Scott imagined might decorate the cityscape of 2019 Los Angeles. Real-life 2020s LA disappoints me in this regard. But, there is a land, far far away, where Scott\u2019s ad landscape is made real. That land is Japan and off the back of a recent short trip to Tokyo, I wanted to share some observations on what I think we can learn from Japan\u2019s adland.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eVideo rules\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eEverywhere you go, the eye is drawn to LCDs delivering ads that twitch, jiggle, blink and shine out from LCD screens of every possible shape, size and combination. Japan is a very rich country, and has a hugely advanced data and technology infrastructure and my experience would suggest that neither money nor data connectivity are a bar to digitising the out-of-home advertising landscape. LCDs are literally everywhere. On every wall, on the side of every bus, on every escalator panel, at the top of the stairs, at the bottom of the stairs, in the loo \u2013 well OK, not in the loo.\u00a0\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eHowever the average Japanese loo certainly seems to have the technical capabilities to become part of the advertising landscape. Even in a lowly bus station you can rely upon a convenience which has push button controls for flushing, bidet functions front and back, warming the seat and playing music. It seems to me a terrible oversight that no one has acquired that inventory to use the sound functions for the purposes of delivering a happy advertising jingle. Think of the sponsorship opportunities! There\u2019s plenty of scope for our own domestic outdoor estate to be further digitised and connected, so a growing advertiser demand is matched with growth in the inventory available.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eNo LCD, no problem\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eWhere LCDs cannot physically be attached to a surface, paste and paper and vinyls may instead be suspended or otherwise positioned. Just because you can\u2019t hang an LCD from the monkey bars on the tube, doesn\u2019t mean you can\u2019t hang a vinyl ad there. This led me to think about how effectively, or otherwise, we currently use our own spaces.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eBuilt-in playfulness\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe Japanese seem a little bit more playful than we Brits. It\u2019s not unusual to see the most serious looking of middle-aged business execs reading a manga or gaming on the bus, or stalking the figurine shops of Tokyo\u2019s Akihabara \u201cgeek\u201d district for the latest merch from their favourite series. Perhaps it\u2019s because much written Japanese is literally pictures, but Japanese culture feels innately and intensely visual.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eSo while the environment felt to me to be saturated with ads, it never felt too much. The reason being that the ads are endlessly entertaining, often surrealistic, frequently with very beautiful graphical artwork; in short they are a joy to see.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eStand out\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp class=\\u0022p1\\u0022 style=\\u0022text-align: left\\u0022\\u003eGiven the volume of ads, the visual nature of the culture and the demonstrable rich creative talent in the community, it\u2019s no surprise that ads in Japan work really hard to stand out. Gaudy and clashing colours; in. Exaggerated expressions; in. Massive overacting; in. Surreal situations; in. And of course QR codes; in. Be it on the smallest coffee shop napkin, or the largest video screen, QR codes are everywhere. Every opportunity is taken to remove the friction between seeing an and visiting the website to buy the product, or learn more, or get a piece of branded content or brand relevant useful gadget, widget or app.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eBrand and response\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFor Japanese ads also stand out in the clarity of their purpose. There is not much that is coy or hard to decode about the average Japanese ad. Even if you don\u2019t speak much Japanese, it\u2019s invariably easy to understand what the proposition is, why it\u2019s better than the competition and why you therefore need this particular product in your life, and of course how to go about acquiring it; perhaps directly via QR code.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eI\u2019m making it sound like every Japanese ad is all about direct response and there\u2019s no brand advertising. Of course that\u2019s not true. Most international advertisers don\u2019t seem to have adapted their international brand campaigns very much for the Japanese market; surely a missed opportunity. And there\u2019s certainly plenty of ads I saw that didn\u2019t fit into the \\u0022buy it now\\u0022 category and that I presume were building brand affinity among those with enough Japanese to be brand affiliated. But the overall impression is of an ad landscape where every impact works hard one way or another.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eWhat can we learn?\\u003c\/strong\\u003e\\u003cbr \/\\u003e\\u003cbr \/\\u003eOur tolerances for ad clutter in the UK are very different to those in Japan; or at least we believe they are. But the biggest thing I took note of is just how much fun Japanese ads are. They seem to decorate and enhance environments and experiences rather than intrude upon them. As we\u2019ve always known; people don\u2019t like ads, they like to be entertained and sometimes that\u2019s by an ad. And when it is, they don\u2019t care where it is or how many of them there are. They\u2019re fun! And who can have too much fun?\\u003c\/p\\u003e\",\"blockId\":\"IVbw7\",\"blockUniqueClass\":\"lazyblock-text-full-width-IVbw7\"} \/-->","post_title":"What we can learn from the media landscape in Japan","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"what-we-can-learn-from-the-media-landscape-in-japan","to_ping":"","pinged":"","post_modified":"2022-12-19 18:24:08","post_modified_gmt":"2022-12-19 18:24:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15783","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/15791","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=15791"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}