Brand Tracker

Welcome to the automated Brand Tracker diaries.

Croatia

SoMo Borac 2026: How Much Does Audience Attention Cost and Who Will Win the Awards?

Brand: null

Campaign: SoMo Borac 2026

Source: https://www.media-marketing.com/vijesti/somo-borac-2026-koliko-kosta-paznja-publike-i-ko-ce-odnijeti-nagrade/

Goal: To discuss the value of audience attention in digital advertising

Media: Digital platforms, panels, and conferences

Summary: The SoMo Borac 2026 event, powered by Aleph, focuses on the value of audience attention in the digital age. Set to take place on October 23rd in Zagreb, it will gather representatives from the digital, marketing, and media industries. The event features speaker sessions and panel discussions on topics like digital advertising, content development, and the impact of AI on media. New award categories highlighting projects utilizing AI and engaging organic content will also be introduced, along with the inaugural SoMo Grand Prix.

Norway

The listening figures drop for NRK’s silly phone: – A lot has to go right

Brand: NRK

Campaign: Sentralbordet på NRK

Source: https://www.kampanje.com/premium/lyttertallene-stuper-for-nrks-tulletelefon-mye-som-skal-klaffe/1034671

Goal: Engage listeners with a unique podcast format

Media: Podcast

Summary: The podcast 'Sentralbordet på NRK' had a strong start with over 70,400 unique listeners for its premiere, but has since seen a significant drop to around 44,500 listeners for the latest episode. Despite these challenges, NRK officials express confidence in the podcast's growth over time, emphasizing the importance of developing listener habits in audio media.

audience engagement Media podcast

United Arab Emirates

Dubai Media outlines next phase of growth through innovation, content and strategic partnerships

Brand: Dubai Media

Campaign: Dubai+ Transformation and Ramadan 2026 Growth

Source: https://campaignme.com/dubai-media-outlines-next-phase-of-growth-through-innovation-content-and-strategic-partnerships/

Goal: To strengthen Dubai Media's position as a leading media organization through innovation and strategic partnerships.

Claim: Innovation is central to our ambition.

Media: Dubai TV, Sama Dubai, Emirates ice in-flight entertainment system

Summary: Dubai Media is focusing on innovation, digital transformation, and collaboration with advertisers as it outlines its growth strategy for the future. The 'Dubai+ Transformation and Ramadan 2026 Growth' campaign aims to deepen audience engagement and showcase Emirati stories globally, having reported significant growth during Ramadan 2026 compared to the previous year.

audience engagement Media Innovation Ramadan growth

Australia

Havas Play and iion partner up to launch Havas Play:able

Brand: Havas Play

Campaign: Havas Play:able

Source: https://stoppress.co.nz/news/havas-play-and-iion-partner-up-to-launch-havas-playable/

Goal: To create branded experiences that encourage audience participation.

Claim: Every ad should be an invitation to play, interact, and engage.

Media: Gaming, digital and social environments

Summary: Havas Play has partnered with iion to launch Havas Play:able, a platform designed to help brands in ANZ and APAC engage audiences through interactive, playable ads. By combining Havas Play's expertise in culture and entertainment with iion's technology, the initiative aims to transform passive advertising into participatory experiences. This partnership addresses the traditional barriers to playable advertising, enabling brands to create casual gaming experiences more efficiently.

audience engagement gaming Interactive experiences playable advertising

Portugal

SIC wants to be ‘The House’ in a new season that is increasingly transversal. Discover the news

Brand: SIC

Campaign: A Casa

Source: https://www.imagensdemarca.pt/artigo/sic-quer-ser-a-casa-numa-nova-temporada-cada-vez-mais-transversal-saiba-as-novidades/

Goal: To position SIC as a transversal brand across various platforms.

Claim: A Casa

Media: Television, streaming, podcasts, digital

Summary: SIC launches a new season titled 'A Casa', aiming to transcend traditional television by extending its presence to streaming, podcasts, and other digital platforms in response to changing consumption habits. The presentation highlighted a blend of new content and familiar formats, emphasizing diversity and innovation in programming.

audience engagement content innovation transmedia strategy

Northern Ireland

Ulster Museum Reclaims Familiar Put-Down in New Big+Bold Campaign

Brand: Ulster Museum

Campaign: You Belong in A Museum

Source: https://www.adworld.ie/2026/08/07/ulster-museum-reclaims-familiar-put-down-in-new-bigbold-campaign/

Goal: To create a personal connection to the museum among under-represented groups and younger adults.

Claim: Your space to play, debate, explore, create and reflect

Media: Television, VoD, YouTube, Meta, out-of-home, within the museum

Summary: The Ulster Museum launched a new campaign transforming the phrase 'You Belong in A Museum' into an invitation for all audiences, aiming to enhance personal relevance and connection to the museum. Developed by Big+Bold, the campaign introduces the tagline 'Your Museum' and incorporates various messages to engage diverse audiences. It includes multiple media channels and is designed to be a long-term brand platform.

audience engagement branding museum

Ireland

DiscoverIreland.ie Signs Up as Sponsor of The Traitors Ireland

Brand: DiscoverIreland.ie

Campaign: Sponsorship of The Traitors Ireland

Source: https://www.adworld.ie/2026/07/17/discoverireland-ie-signs-up-as-sponsor-of-the-traitors-ireland/

Goal: To connect with audiences and inspire travel experiences in Ireland.

Claim: DiscoverIreland.ie connects with an engaged audience through one of the country’s biggest television events.

Media: Television, audio, social media, RTÉ Player, RTÉ Radio 1

Summary: DiscoverIreland.ie, owned by Failte Ireland, has signed up as the new sponsor for the second series of The Traitors Ireland, featuring 240 credited stings in episodes and across various media platforms, aiming to inspire audience engagement and travel experiences in Ireland.

audience engagement sponsorship television travel