This campaign highlights the significance of gender pay equality #MontageMashup

Gender Pay Equality Mashup Header


Hello… welcome to our latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at the use of hashtags in adverts, Audi’s pay equality Super Bowl ad, Kit-Kat’s sushi chocolate, MailChimp’s Facebook Ad campaigns and more! So, let’s get started…

Audi’s gender pay equality Super Bowl ad

Audi used its ad slot during the Super Bowl to highlight gender pay equality. The 60-second advert featured a young girl winning a downhill cart race while her father watches on from the side. The father, thinking out loud, says “What should I tell my daughter – that she will automatically be valued less than every man she’ll ever meet?” Ending with “Or maybe, I’ll be able to tell her something different” whilst the father and daughter drive off in the new S5 Sportback. The end of the ad also features the phrase ‘Progress is for everyone’.

Audi USA’s Vice-President of Marketing, Loren Angelo said “pay equality is a big message for a big stage” and that Audi is “a brand that’s ahead of the curve and looking towards the future, just like our next generation of buyers.” As well as the Super Bowl, Audi has also associated itself with pay equality initiatives and is establishing a graduate internship program where 50% of students must be female.

Use of hashtags in Super Bowl adverts

The use of hashtags in Super Bowl adverts has decreased significantly over the past couple of years. Back in 2014 57% of adverts aired during the Super Bowl featured a hashtag in them, whereas only 30% of this year’s adverts included one. Possibly even more significantly, the number of adverts featuring URLs was larger than hashtags, with 41% of Super Bowl ads including a reference to a website. More and more brands are looking to drive consumers to their websites as opposed to just joining a conversation on social media.

Hashtags do have their place though and often play a creative and searchable role in many campaigns. But always remember that physical and mental availability of your products to drive market share is key. Do you have a 360-degree approach to marketing? Can consumers read about your product and know where to buy it quickly and efficiently?

Understanding who buys your brand… when they buy and where they buy it, are key factors. At Montage one of our roles is to ensure we make brands easier to be found and loved, by more people, in more ways.

Making billboards from Snapchat’s Lenses

Snap Inc. the main company behind the hugely popular photo sharing platform Snapchat is, according to reports, working on a smarter version of its filters and lenses which could be used to overlay images and adverts onto a range of real-world objects. Snap Inc. has been investing millions into improving its augmented reality (AR) features and is hoping that this investment will pay off with vast advertising revenue in the future. It is rumoured that the upgraded AR system will be able to identify objects and wrap them in an AR layer, allowing any surface to be turned into a billboard.

This news makes the video below about ‘Hyper-reality’ by Keiichi Matsuda seem much closer than ever before!

MailChimp’s Facebook ad campaigns

Email marketing platform, MailChimp has now expanded its service to include Facebook ad campaigns, which it says will ‘help users reach new customers and engage with current ones.’ MailChimp also states that they have simplified the ad creation process and sped it up. For people who are looking for an easy to use, no frills option then this could be a great solution. However, there are a number of features which are unavailable using this service which would be available if the campaign is set up on the Facebook platform direct, such as editing the ad/campaign once live and also selecting where the ad will feature on Facebook (MailChimp only offers automatic placements, so the add could be shown on the right-hand side of news feeds or even Instagram).

This is a nice addition to MailChimp and for smaller businesses it could work well, but for larger businesses and those wanting greater control and reporting then sticking to creating the ad within the Facebook platform is likely to be the best option.

Kit Kat’s limited edition ‘Sushi’ chocolate

Kit Kat SushiOh yes! In celebration of the opening of a new speciality store in Tokyo, Kit Kat is releasing a range of limited edition chocolate which looks like sushi. The three different flavours are based on classic sushi dishes of tuna, sea urchin & egg. The tuna version is made of raspberry and white chocolate, the sea urchin flavour containsHokkaidoa melon mascarpone with seaweed and the egg flavour is pumpkin pudding flavoured. These sushi Kit Kat’s are only available to customers who spend over 3000 Yen at the new Tokyo store.

Image: Kit Kat

And finally…

You know how much we love food and fashion here at Montage, well, have you ever matched the shoes you plan to wear with your food? No, neither have we (not yet!). But graphic designer and chef pâtissier Tal Spiegel has done just that on his Instagram account – desserted_in_paris. His account now has over 85,000 followers and each post gets vast amounts of interaction with his followers.

Don’t forget to check out next week’s #MontageMashup, right here on the blog!

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About the author

Nick Hill

Nick is our Senior Digital Marketing Executive. He is a Marketing Masters graduate with one of the most analytical minds we know! He’s a pro at content review and discoverability analysis, implementing Amazon content and platform marketing internationally for brands like Brabantia and Sphero. Nick helps clients take advantage of the 248m active customers worldwide on Amazon by optimising content to be discoverable and convert sales.