What’s New in Marketing This Week? Marketing News March 2nd Week 2022
Marketing news March 2nd week – Singapore water agency’s World Water Day campaign takes the cake this week
Back in 2017, the Singapore government was running a campaign to educate & aware Singaporeans of the impact & risk of Diabetes. The ads were so prominent that they started generating word of mouth. Diabetes became a central topic in conversations.
Singapore’s government is very efficient in rolling out any message for its residents. This year, they have launched a campaign focusing on water.
Make Every Drop Count
Singapore doesn’t have any sweat water resources like a river. Yet, the country has made water accessible by harvesting rainwater, reclaiming water, and saltwater conversion.
It’s obvious that after such measures to increase access to water, the government would appreciate it if water wastage can be reduced. This campaign nails down that message by showing concrete ways of saving water.
Cindy Keng, Director of the 3P network department at PUB, said —
“And that starts with having a strong water-conscious culture among people in Singapore. Through this campaign, we want to encourage everyone to play their part by showing them that water conservation can be that simple. Every little action in our daily lives count, and collectively we can make a big difference.”
Like its previous impactful social awareness campaigns, I’m hopeful this one would also see positive results. Results that can not only help Singaporeans but also other countries of the world.
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Domino’s upping its operations & digital game
In a short yet masterfully created ad, Domino’s hypes up its ability to deliver hot and fresh pizzas. The ad is masterful due to the messages, information & mood it conveys in just 30 seconds.
The ad shows NFTs, drops in a quick line about why Domino’s can certainly deliver hot & fresh pizzas, and then changes the mood with a dramatic entrance of a delivery person along with quirky music. It seems Domino’s has invested in its delivery mechanism and it wants to establish that in consumers’ minds.
The company is claiming to be a “truly digital-first business”, with 91.2% of sales from digital channels in 2021. That’s a change enabled by its app — allowing group ordering and better promotion.
It’s a potent combination — a digital-first food business that has strong systems in place to deliver hot & fresh pizza. Opportunities would be limitless for Domino’s if they continue to build along these lines.
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McCafe of the gulf focuses on Gen Z’s micro-moments
McCafe’s advertisement shows different micro-moments of Gen Z consumers. It shows how the brand has become part of lifestyles and daily activities. From dawn to dusk, McCafe seems to have become a companion. Or at least that’s what they’d want to happen.
Tarek-El-Kady, Senior Director of Marketing said —
“Our customers’ expectations and coffee drinking habits are changing, we recognised that Gen Z in particular need a good cup of coffee that matches their on-the-go lifestyle,”
It’s a particularly interesting move for a few reasons —
- The strategy may pan out in the market the way Mcdonald’s wanted. In that case, the brand will create a lasting position in the market.
- The campaign focuses on Gen Z — which indicates they know who’s going to generate businesses for them in years to come.
- However, if making McCafe a lifestyle brand doesn’t work out, it may find it difficult to build brand equity. This ad in particular shows widely varying usages — which might not help it focus on a niche. Although, the marketing senior director mentioned that it’s targeted for the on-the-go lifestyle. Making that message strong should be the way to go for Mcdonald’s.
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Not everyone’s going digital, despite their intentions
Going digital seems to be the buzzword for marketers and businesses. However, it’s said than done.
Even though 82% of the brands are in the process of becoming more digital, only 11% of CMOs are confident their businesses have completed the digital transformation journey.
It’s heartening news to see companies realizing where the problems lie. The first step to any problem solving is acceptance. I’m sure we’ll see these companies making strong strides towards digital in years to come.
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To summarize– Marketing news March 2nd week
Once again, digital seems to be the keyword in this week’s marketing news — either in Domino’s going digital (or showing NFT on-screen) or companies admitting their digital journey is not where they wanted it to be.
Although, the most impactful campaign seems to be the one with a social message. Singapore’s “Make Every Drop Count” is a relevant campaign not only for its residents but also for the population of the world.
Read more like Marketing News March 2nd Week here.
