In this month's digital news roundup, we're discussing the John Lewis Christmas Advert - did it miss the mark? How scammers are becoming more harder to detect and why we can expect to see British retailers ditching 'Black Friday' and getting on board with 'Single's Day' instead.
Cheaper Netflix Subscription Service
Making it easier to watch that gripping series on the go. Netflix is trailing a mobile-only streaming service in Malaysia for around half of the £7.99 monthly subscription for Standard two-stream HD access. Preventing you from having to stay up late, your train commute to work or visiting the in-laws has become as less painful experience - if you can find a quiet corner.
This seems a good idea, although, this would mean more time will be spent addicted to your phone. However, for the sake of not missing out, ‘when can we get mobile-only Netflix?’ Netflix bosses said they are wanting to ‘experiment with lower-costing pricing models in international markets, including India.’ So, starting with Malaysia it’s ensuring the Netflix mission to make watching films or series ‘more enjoyable and more accessible to people all over the world’ is met by switching to mobile.
This may not become worldwide as of yet, but there is potential. If the video gaming industry is anything to go by, where statistics show from the second quarter of 2018, 74% of gamers were playing on mobile devices – mobile Netflix could be a great success. Plus, with 5G being rolled out in 2020, this will make Netflix mobile more appealing.
Scammers are retargeting and it’s businesses they’re after
It’s been drilled into us enough times to know not to give our bank details anyway, but scammers are now targeting your business. There’s been an increase in emails and texts that appear to come from your employees, according to Barclays who sent an email to their customers.
As Bank users, we aware not to give our details because we don’t actually know who’s behind the message, even if they say they're our Bank. But now emails are coming from genuine business address without the account owner knowing.
We have made our team members aware at Clear by spreading the following advice support by Banks:
- Check if the number is genuine by calling their number on file, but don’t call the numbers given on the message
- The bank will never ask you to transfer money. Check it’s a genuine number by using Barclays Phone Number Checker (other banks are available)
- And spread this message
Scammers are now inserting message into genuine text messages from Banks, so you can never be too sure! Don’t be a part of the ‘authorised push payment’ scam that cost 42,837 businesses a total of £236 million in 2017*. Ring your Bank back using the number of their website or visit them in store.
* UK Finance: Fraud the Facts, 2018
A Christmas tipple with a twist
Malibu and Kahlua have become more creative than most have been when around it. Understanding their market position, Johan Radojewski, Director of Communication said, ‘It’s not about being the biggest fish but the fastest. We are up against some huge competitors with bigger budgets so we have to outsmart them.’
Thinking outside the box (or bottle), Malibu and Kahlua have created an augmented reality game, set to be trialled next month in Copenhagen. Using your phone, you scan over the bottle which will unlock the game, but that’s not the only thing! If you win the game you’ll receive a discount code for another bottle, which is hard to turn down, especially when there’s an offer.
The idea being consumers are likely to purchase something if they’ve picked it up, and to scan the bottle you’ll need to pick it up... You’ll play the game, win a discount code, and buy it. You’ll then go home, enjoy your Malibu just the way you like it, think ‘that was nice’ and re-purchase – starting a chain of purchasing.
We all love some technical innovation and although rum isn’t my favourite, I’m sure I will enjoy the game and can give it as a Christmas present. The only problem is wrapping bottles…
Forget Black Friday, It’s all about Single’s Day.
Single’s Day was found in 1993 at Nanjing University, and it was a day for students to celebrate their singledom. It has since been a huge success as it is now one of the world’s largest online shopping events – think of Black Friday but 100% bigger. It happens on the 11th of November and lasts for 24 hours.
Single’s day continues to exceed expectations, internet giant Alibaba set an all-time new sales record this year. The Chinese company hit a record of $1bn in sales in a mere 85 seconds!! Over the course of 24 hours, sales were just shy of $10bn. The website has over 15 million products on sale and this includes over 150,000 brands, including 60,000 international brands.
It seems that Single’s Day might be making its way overseas, as British brands are starting to cash in on the event. Could it eventually take over Black Friday & Cyber Monday? What are your thoughts on sales events?
Did John Lewis miss the mark?
Every year, we all eagerly wait for the John Lewis Christmas Advert to show on our TV’s as it’s a slight nod to say its now ok, to start singing ‘Fairytale of New York’, pull the Christmas tree out of the loft and it’s socially acceptable to drink mulled wine whilst shopping.
But was the all the hype for this year's John Lewis an anti-climax? Top marketers in the industry comment on the new advert and it’s a mixed bag of reactions.
“I suspect this is going to be a Marmite ad, you either love it or hate it. Unfortunately, unlike the eponymous yeast spread, I hate this ad.
There is very clever splicing of original footage and it is a heartwarming tune, so from Elton John’s perspective, it is a great promo. Not so sure it works for John Lewis – I don’t see how it is going to get people shopping there.
I would have liked to some recognition from John Lewis of the pressure on families at Christmas. The message this sends to me is if you don’t buy your kids something truly life-changing (and expensive) you will ruin their hopes and dreams. Finally, can you actually buy a piano there?” – Tanya Joseph, Nationwide
“It gets trickier each year for John Lewis to own Christmas. Many retailers have copied their approach and there is a growing cynicism among consumers that these ads are “old hat', But the astonishing creative execution and consistency of John Lewis’s emotional centrality at Christmas makes this, once again, an astonishing ad that will prove immensely effective for John Lewis at this crucial time of the year.” – Mark Ritso
Personally, it didn’t really pull at my heartstrings this year, beating their own advert each year must get harder and harder, maybe John Lewis has finally run its Christmas course? I much prefer the heart-wrenching ad from amateur film ‘Love is a Gift’ from filmmaker Phil Beastall, if you haven’t already seen this viral video make sure to give it a watch below.
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