Brand Tracker

Welcome to the automated Brand Tracker diaries.

Czech Republic

Czechs Do Not Know What Deepfake Is, But They Believe They Can Recognize It. If Not, Vodafone Is Here

Campaign: Verify

Source: https://www.mam.cz/novinky/analyzy-a-data/2026-10/poznate-ai-deepfake-podvadet-nebylo-nikdy-jednodussi/

Goal: To help users identify manipulated content

Summary: A study by Ipsos for Vodafone reveals that over half of Czechs believe they can recognize deepfake videos, although only a third understand the term. Vodafone is launching the Verify app to help detect manipulated media as trust in digital communication is increasingly challenged by AI advancements.

Global

Zoom Turns to Humor Again to Show It’s Much More Than a Video Call Platform

Brand: Zoom

Campaign: Humor Campaign

Source: https://www.reasonwhy.es/actualidad/marketing-zoom-kate-mckinnon-campana-got-it-done-inteligencia-artificial

Goal: To demonstrate Zoom's broader capabilities beyond video conferencing

Claim: Zoom is much more than just a video call platform

Summary: The article discusses Zoom's use of humor in its latest campaign to highlight that the platform offers more than just video conferencing services, aiming to reshape public perception.

digital communication humor

New Zealand

When the message says one thing, but the recipient reads something completely different

Brand: One New Zealand

Campaign: Misinterpreted

Source: https://www.media-marketing.com/vijesti/kad-poruka-kaze-jedno-a-primalac-procita-nesto-sasvim-drugo/

Goal: To encourage people to communicate more directly through phone calls instead of relying solely on digital messages.

Claim: Let's Get Connected

Media: Outdoor and print advertisements

Summary: The campaign 'Misinterpreted' by One New Zealand and McCann New Zealand addresses the issues of digital communication misunderstandings. It highlights how text messages can convey emotion and context poorly, advocating for a return to phone calls as a solution. The campaign features various everyday phrases and their potential misinterpretations, aiming to promote genuine connections between people.

advertising digital communication miscommunication telephone calls

Switzerland

HarbourClub: When Communications Chiefs Become Mentees

Brand: HarbourClub

Campaign: Reverse Mentoring Program

Source: https://www.persoenlich.com/mediapartner/wenn-kommunikationschefs-zu-mentees-werden

Goal: To provide a platform for experienced communications leaders to gain fresh perspectives from the next generation.

Media: Digital meetings

Summary: The HarbourClub in Switzerland has initiated a Reverse Mentoring Program where established communications leaders are mentored by the next generation. The program aims to facilitate perspective shifts beyond traditional corporate contexts and has garnered participation from over 30 communications heads within three years. Participants engage in meaningful dialogues focused on digital communications, leadership, and the impact of artificial intelligence, encouraging a culture of continuous learning and reflection.

communications digital communication leadership mentoring