Welcome to the automated Brand Tracker diaries.
From personalisation to conversation: Formula 1 enters a new era of fan engagement
Goal: Transform fan engagement through personalized and conversational experiences
Media: Digital, AI-powered experiences
Summary: Formula 1 is transitioning from a primarily B2B business model to engaging directly with a rapidly growing fanbase of 26 million, using AI to create interactive experiences that allow fans to ask questions and explore content based on their interests. This shift aims to build individual relationships with fans rather than just pushing information.
The Counter: Element C establishes showroom for French customers
Goal: Establish a showroom for French customers
Summary: Element C has launched a new showroom called 'Le Comptoir' aimed at serving its French customers, catering to the local market and enhancing customer experience.
Special Feature on ‘Proposals from Creators Leading Successful Rebranding’
Source: https://www.advertimes.com/20260930/article559350/
Goal: To enhance customer experience and emphasize the taste of pizza
Summary: Domino's Pizza Japan is set to undertake a major rebranding by summer 2026, moving away from price promotions like 'half-price takeout' to a focus on the inherent taste of pizza and customer experience values. This announcement is part of a global rebranding effort, tailored to suit the Japanese market.
McDonald’s reinvests $8.5 billion in ‘NEXT’ (a global phenomenon: from Shanghai to Buenos Aires) What does this teach us?
Goal: Invest in long-term brand value and customer experience.
Summary: McDonald's is making a significant investment of $8.5 billion into its 'NEXT' initiative, addressing the challenges of hyper-competition and consumer experience in a saturated market. The campaign emphasizes the need for creativity, culture, and genuine engagement to foster customer loyalty, suggesting that companies must evolve continuously to maintain their market position.
TSB and YS launch second phase of ‘It’s how we money’
Source: https://stoppress.co.nz/campaigns/tsb-and-ys-launch-second-phase-of-its-how-we-money/
Goal: To reassure home buyers with support from dedicated home loan partners.
Summary: TSB and creative agency YS have launched the second phase of their campaign, 'It's how we money', aimed at providing reassurance to home buyers by offering dedicated home loan partners. Directed by Dave Wood, the campaign highlights the emotional challenges of house hunting, featuring whimsical elements like levitating people and a talking cat clock. TSB's approach focuses on understanding customers' feelings during the home buying process.
Parking at Colombo is easier: McDonald’s launches new digital partnership
Goal: Enhance customer experience by providing parking incentives.
Claim: Free parking for McDonald's customers at Colombo.
Media: Mobile app
Summary: McDonald's has launched a new partnership with the Colombo shopping center, offering customers one hour of free parking when they spend at least 15 euros at the restaurant. This initiative is accessible through the 'Colombo Loves Me' app, aiming to improve the shopping experience by integrating dining with convenient parking solutions. The campaign highlights the importance of digital solutions in enhancing customer relationships for retailers.
Podcast: Etihad’s Ruaraidh Smeaton on building a brand that goes ‘Beyond Borders’
Goal: To build a distinctive brand identity and enhance customer experience.
Claim: Beyond Borders
Media: social content, creative campaigns
Summary: Ruaraidh Smeaton, Director of Brand at Etihad, discusses the airline's first major brand campaign in a decade, 'Beyond Borders', which serves as a strategic framework for growth and customer experience. The campaign emphasizes brand consistency across various touchpoints and highlights the importance of aligning with customer relevance, market distinction, and operational credibility.
Genesis builds a new identity around life, not energy after merging three brands
Goal: To change the perception of energy management and improve customer experience
Claim: Better control over energy allows people to lead everyday life according to their priorities
Media: Television, outdoor advertising, audio, digital, social channels
Summary: Genesis has rebranded by merging three previous brands and launched the campaign 'Life At Full Power', developed with agency Bastion Aotearoa. This campaign emphasizes energy management rather than consumption metrics, aiming to enhance customer experience through accessible and humorous storytelling across various media channels. New services like Power Shout and EVerywhere are introduced to empower customers with greater control over their energy use.
Can AI Change the Customer Experience? The Future of Contact Centers Co-created by Humans and AI Beyond ‘Efficiency’
Source: https://www.advertimes.com/20260821/article554090/
Goal: To enhance customer support through AI integration.
Summary: Algoage has launched a service called SureSide that supports customer support operations with AI, focusing on gradually increasing automation while maintaining human support. The campaign emphasizes the importance of using AI to improve customer experience and enhance communication quality between operators and customers, rather than solely for efficiency.
“I Apologized to Employees” But After All, Kobeya Let Go of 70% of Sales, A Major Rebranding by the Long-Established Bakery
Source: https://www.advertimes.com/20260819/article554238/
Goal: To rejuvenate the brand and connect with customers through a new brand statement
Claim: Be Playful
Summary: Kobeya is undergoing a major rebranding as it prepares to reopen the Kobeya Kitchen Atre Ebisu Store on August 20. This includes a new corporate logo, store design, and uniforms, aimed at shifting from product and quality differentiation to generating empathy through worldviews and experiences. The rebranding reflects the company's transition after selling off its packaging bread business, now focusing on frozen dough and direct management operations. The new brand statement emphasizes creating 'new commons in food' with the core slogan 'Be Playful', embodying a fresh and engaging approach to customer experience.
Burger King’s new positioning claims ‘the burgers are better’
Source: https://stoppress.co.nz/campaigns/burger-kings-new-positioning-claims-the-burgers-are-better/
Goal: Reposition Burger King to emphasize improved burger quality and customer experience.
Claim: the burgers are better
Media: cinema, reality TV, live sport, sponsorships, social creator channels, gaming, out of home
Summary: Burger King has launched a major strategic repositioning campaign titled 'The burgers are better', developed by Pitchblack Partners. This initiative aims to enhance the customer experience through restaurant refurbishments and a focus on product quality, with the core message based on research indicating that consumers believe Burger King's burgers taste better. The campaign involves diverse media channels to create contextually relevant advertisements.
Emerging technological trends that brands and agencies must know
Goal: To enhance customer experience through AI.
Media: Digital platforms
Summary: Target has appointed its first Chief AI Officer, Chandhu Nair, to oversee the integration of artificial intelligence across the company, enhancing customer experiences. Meanwhile, Disney is testing AI-driven search features in its ESPN and Disney+ apps, allowing users to interact and receive answers to sports-related questions through chat interfaces.
BMW M ‘Gets Even With Corners’ in Humorous Noir-esque Campaign
Goal: Encourage potential customers to experience driving a BMW M car.
Claim: Get Even With Corners
Media: Online film
Summary: BMW M's new campaign, 'Get Even With Corners', humorously portrays a courtroom drama against the frustrations of corners in a noir style. It aims to engage potential drivers by highlighting the unique driving pleasure offered by BMW M vehicles when navigating corners.
StanChart HK wins big at Marketing Excellence Awards HK 2025
Source: https://www.marketing-interactive.com/stanchart-hk-wins-big-at-marketing-excellence-awards-hk-2025
Goal: To transform global sponsorship into exclusive experiences and spark pride and belonging.
Claim: Now is Our Time
Media: Out-of-home (OOH), TV
Summary: Standard Chartered Bank (Hong Kong) won the title of Marketer of the Year at the Marketing Excellence Awards 2025, securing nine awards for various campaigns, including the standout 'Unstoppable Reds: From Anfield to Hong Kong'. This campaign aimed to leverage the bank's long-standing partnership with Liverpool FC, offering unique experiences to clients and fostering community connections through football events in Hong Kong.
Seller of Sofas Phase Expands. Transforms Visual Identity and Completes Strategic Transformation
Goal: To modernize branding and expand market presence in the furniture sector.
Claim: Home of Comfort
Summary: Phase is modernizing its portfolio and marketing strategy while expanding its presence in the Czech Republic and Slovakia. The company opened a new store in Brno and aims to accelerate growth, establish itself as a leader in the fragmented furniture market, and connect closely with customers through a new visual identity emphasizing comfort. CEO Ondřej Bacík and Marketing Director Michaela Valuchová emphasize the importance of quality products and simplifying the purchasing process for customers.
TBWAIreland Turns Home Buying into a Moving Story in New AIB Campaign
Goal: To help customers navigate the home-buying process and turn ambitions into reality.
Claim: We Don’t Just Help, We Help Make it Happen
Media: film, digital, social, out-of-home
Summary: TBWAIreland launched a new campaign for AIB Homes which illustrates the challenges of home buying. The campaign tells the story of a house overcoming obstacles, symbolizing AIB's role in assisting customers throughout the home-buying journey. This marks the fourth major collaboration since TBWAIreland became AIB's creative agency partner.