Welcome to the automated Brand Tracker diaries.
Two Minutes, Cliffhangers, and Vertical Format: Česká spořitelna Experiments with the Power of Microdramatics
Goal: Engaging young audiences through storytelling
Claim: #silnější
Media: TikTok, Instagram, YouTube
Summary: Česká spořitelna is launching a 24-episode micro-drama series called Blue Heat – #silnější story aimed at young audiences on platforms like TikTok, Instagram, and YouTube. The series focuses on quick episodes that end with cliffhangers, aiming to keep viewers watching for the story rather than the product. The campaign conveys the message of believing in oneself as part of the narrative, rather than as a traditional advertisement. This approach aligns with changing consumption habits among younger viewers who prefer engaging and relevant content.
NRJ Music Awards 2026: 8 Partner Brands Support the Event
Source: https://www.cbnews.fr/marques/nrj-music-awards-2026-8-marques-partenaires-accompagnent-evenement
Goal: Engage young adults in a participative award ceremony
Media: Radio, digital audio, social networks, events, in-store activations
Summary: The 28th edition of the NRJ Music Awards will take place on October 23rd in Cannes with eight partner brands including NRJ Mobile, which is launching the participative NRJ Mobile Awards aimed at 18-25 year olds. Other partners include Geely, who will showcase their vehicles and provide transportation for artists and VIPs, and But, which will support fan voting campaigns. Various interactive and promotional events will be held to engage attendees and promote the brands.
Score Your Frame: How Lenskart turned Arab youth’s Snapscore into an eyewear flex
Goal: Build awareness and acquire new customers among Arab youth
Claim: What's your score?
Media: Social media
Summary: Lenskart launched the 'Score Your Frame' campaign to engage Arab youth by linking their Snapscore on social media with eyewear rewards, aiming to drive brand awareness and encourage first-time trials without traditional marketing methods. The campaign ran for one month in the UAE and Saudi Arabia, focusing on Arab youth's social metrics as a status marker.
Nestlé bets on NBA to win over next generation of consumers
Source: https://www.marketing-interactive.com/nestle-bets-on-nba-to-win-over-next-generation-of-consumers
Goal: Encourage young people to become physically active
Media: Retail programs, in-market fan experiences, on-pack promotions
Summary: Nestlé has entered into a multi-year partnership with the NBA across 21 markets to strengthen its connection with younger consumers. This collaboration encompasses its cocoa and malt beverage brands—MILO, NESQUIK, and NESCAU—and aims to leverage sports marketing to enhance brand relevance among youth, while encouraging physical activity among at least 2.5 million young people globally. The partnership will include retail promotions and youth basketball programs.
Reinventing Driving Education May Earn You a License
Goal: Encourage young people to present innovative ideas for driving education
Media: Instagram
Summary: The Brisa Group launched the challenge 'Reinvent the Code', inviting young people aged 17 and a half to 22 to submit video proposals to make driving education more practical, efficient, and safety-oriented. The five winning ideas will receive training to obtain a category B driver's license. This initiative is part of the 'On the Wheel' project, aimed at fostering responsible driving behaviors among young drivers in Portugal.
Worten and Educa-te launch new series to help youth disconnect from screens and talk about the future
Goal: To enable young people to discuss challenges apart from digital devices
Claim: Disconnect to connect
Media: RTP2, RTP Play, YouTube
Summary: The 'Desliga-te' project, led by Rodrigo Castro, encourages young people aged 13 to 22 to step away from screens and engage in conversations about digital pressure, identity, and future challenges. Filmed in various outdoor locations in Lisbon, the series aims to facilitate dialogue among different generations and promote a conscious relationship with technology. The first episode features discussions with author Maria Francisca Gama regarding personal experiences and expectations, with subsequent episodes featuring various guests from cultural and psychological backgrounds.
Thon Hotels extends sponsorship agreement with women’s football
Goal: Involve more young girls in women's football
Summary: Thon Hotels has extended its partnership with Toppfotball Kvinner for three years, from 2027 to 2029, continuing their collaboration that began in 2018. The partnership aims to increase engagement and attendance at Toppserien matches, develop the 'Flere Jenter' initiative, and provide a national campaign platform for young female players. Thon Hotels will also support the clubs with accommodation and facilities, establishing a stronger connection between elite football and young aspiring players.
The Tenant Association’s Campaign is Photographed by the Tenants
Source: https://www.resume.se/marknadsforing/kampanj/hyresgasterna-fixar-hyresgastforeningens-kampanj/
Goal: To promote membership among young tenants
Claim: Rent your apartment. Own your home.
Media: Digital channels and outdoor advertising
Summary: The campaign by Hyresgästföreningen encourages young tenants to document their experiences in their homes using disposable cameras, aiming to convey that you can create a sense of home without needing a mortgage. The young tenants took the campaign photos, which helps increase its credibility and relatability.
Academia Ponto Verde launches new image and aims to reach over 50,000 students
Goal: Raise awareness about recycling among young students
Claim: Let's learn to separate together?
Media: Digital, press, outdoor, website
Summary: The Academia Ponto Verde returns to schools for the 2026/2027 academic year with a new visual identity and a national campaign aimed at enhancing recycling awareness among young students. The initiative expects to involve over 50,000 students, significantly increasing participation from previous years. The campaign includes educational sessions that teach the principles of reducing, reusing, and recycling, along with activities to engage students and their families in recycling practices.
Brand Strategy: BMW Consciously Sets Itself in Spider-Man’s Web
Goal: To enhance brand visibility through collaboration with Spider-Man
Summary: BMW consciously places itself in the Spider-Man narrative to leverage the superhero's popularity and connect with a younger audience, ultimately aiming to enhance brand recognition and relevance.
Europarunt is Giving Away Free Train Passes After a Government Agency Error
Source: https://www.resume.se/marknadsforing/kampanj/gor-blixtkampanj-efter-myndighetens-tabbe/
Goal: To engage young people by giving away Interrail passes after a clerical error
Claim: Chance to win Interrail passes
Media: Social media
Summary: Europarunt has launched a quick campaign offering a chance to win Interrail passes after a government agency mistakenly congratulated 7,000 young people on receiving free train passes. The advertising agency Sweet saw this as an opportunity to engage with those who were briefly dreaming of free train travel. The campaign encourages participants to follow their social media account and comment with three cities they wish to visit.
Hrvatski Telekom, 404 and SheepAI Launch the First Vibe Coding Competition in Croatia
Goal: Engage young people to solve real-life problems using AI tools.
Claim: You are not just a passenger.
Media: Social media, online episodes
Summary: Hrvatski Telekom, agency 404, and SheepAI are launching SHAKER, the first vibe coding competition in Croatia. It aims to engage young participants, aged 18-29, to solve everyday problems using AI without requiring prior technical knowledge. Six teams will compete, with a prize pool of €15,000, while the event will be recorded and shared on social media. This initiative is part of the AIMO! platform to promote AI education among youth.
Our Food Roots Launches Bold New Campaign to Reconnect Young Audiences with Irish Farming
Goal: Reconnect younger audiences with Irish farming
Claim: We Make Greatness From Grass
Media: social, audio, cinema, digital video, television
Summary: Core has launched a campaign for Our Food Roots to encourage younger audiences, primarily 18 to 34-year-olds, to rethink Irish farming and the food it produces. The campaign features an original song and music video performed by a fictional farming crew called 'The Grazin' Squad' and aims to create a relatable image of Irish beef and dairy for those distanced from farming. The strategy involved using hip-hop culture to celebrate Irish agriculture and make a positive association with it.
Understand What Works in the Feed
Source: https://www.kampanje.com/annonse/forsta-hva-som-funker-i-feeden/1020542
Goal: To understand what works in social media and how brands can be perceived and remembered.
Media: Social Media
Summary: The article discusses an event titled 'Influencer & SoMe Marketing 2026' aimed at exploring effective strategies in social media. It features industry experts and creators who will share insights on what captures attention in feeds, the role of influencers, and the impact of AI on content production. Presentations will include data on youth media consumption habits and case studies from brands like SpareBank 1 and Ruter.
Monkey see, Monkey do: BEE SECURE wants to develop the critical thinking of young Luxembourgers with Neon Internet
Goal: Develop critical thinking in young Luxembourgers
Summary: The campaign "Neon Internet" by BEE SECURE aims to enhance the critical thinking skills of young people in Luxembourg. It emphasizes the importance of internet literacy and encourages students to engage with digital content more critically.
Three Mobile Breaks the Seriousness of Figure Skating Competition with Inflatable Chicken Costume
Goal: To connect with a younger audience by emphasizing spontaneity and fun
Claim: Let fun in with Three
Media: Television, YouTube, Meta, TikTok, Snapchat, Reddit, ITVX, Channel 4, Sky, Netflix, Amazon Prime, Disney+, outdoor advertising
Summary: The campaign features an 11-year-old figure skater, Katarina Suemnig, performing in a humorous inflatable chicken costume. It aims to promote Three Mobile's brand as one that encourages people to embrace memorable moments over the pressures of everyday life. The video is part of the new 'Let Fun In' platform, which replaces 'Life Needs A Big Network', and seeks to appeal to a younger audience by prioritizing fun and spontaneity.
Eldorado Makes Politics Out of Coffee – Opens Election Café for Young People
Source: https://www.resume.se/marknadsforing/kampanj/eldorado-gor-politik-av-fikat-oppnar-valcafe-for-unga/
Goal: Engage first-time voters in politics and democracy.
Summary: Ahead of the upcoming elections, Café Eldorado is launching a café aimed at first-time voters in Stockholm, offering a relaxed atmosphere with coffee, quizzes, and speed dating to help young adults learn about politics and democracy. The initiative includes Q&A sessions, activities like voting simulations, and free snacks for those participating.
Pleno gives a new ‘can’ to consumption moments to bring flavor everywhere.
Goal: To explore new on-the-go consumption contexts and connect with a younger generation.
Claim: Sabor e frescura em qualquer lugar? Que lata!
Summary: Pleno has launched a new can format aimed at providing flavor and freshness for various moments throughout the day, targeting on-the-go consumption and a younger audience. The project was developed by WYcreative, who focused on creating the campaign around the product's new design to establish itself in everyday contexts like streets, beaches, work, classes, and festivals.
There is no future without the past, nor innovation without creativity
Source: https://www.imagensdemarca.pt/artigo/nao-ha-futuro-sem-passado-nem-inovacao-sem-criatividade/
Goal: To connect with younger consumers through digital platforms
Claim: Coffee brings people together
Media: Digital platforms
Summary: The article discusses Delta-Cafés' innovative approach to their digital campaign featuring Mariana Cabral and Catarina Gouveia, aiming to attract younger consumers by emphasizing the connection coffee creates among people, despite differences. It also highlights EDP’s 50th anniversary and their commitment to leading in renewable energy.
Dialog with the Next Generation Starting from ‘What is a Card?’ Insights and Thoughts from JCB at the Advertising Award
Source: https://www.advertimes.com/20260730/article550698/
Goal: Engage with the younger generation and gather insights
Claim: Shopping is an emotional value
Media: Television commercials, online communication
Summary: JCB, Japan's only international credit card brand, aims to connect with younger generations through their sponsorship of the Advertising Award's high school category. The initiative seeks to create contact with teens and gain insights on their perceptions of credit cards and the JCB brand. By engaging young participants in the contest, JCB aims to understand and redefine their brand value while fostering a collaborative dialogue.
Lotte Launches New Brand ‘Dr.Playful’ Targeting ‘Disengaged Consumers’ with Toothpaste Priced at 1650 Yen
Source: https://www.advertimes.com/20260729/article551979/
Goal: To transform daily tooth brushing into an exciting experience.
Claim: Tooth brushing is fun.
Summary: Lotte launched a new wellness brand called 'Dr.Playful' on July 6, aimed at making tooth brushing an enjoyable experience. The product line includes unique characters like 'Dr.Vampire', 'Dr.Snowman', and 'Dr.Alien'. The campaign targets the low engagement of younger consumers in oral care, highlighting that many choose dental products without strong preferences. By combining playfulness with functionality, Lotte aims to attract disengaged consumers and grow in the expanding oral care market.
The Series about July 22 has 20 Million Views
Source: https://www.kampanje.com/premium/serien-om-22-juli-har-20-millioner-visninger/1015765
Goal: To keep the memories of the July 22nd victims alive and reach younger generations.
Claim: Don't forget Monica Bøsei
Media: TikTok, Instagram, Facebook
Summary: The series '77 Stories' related to the events of July 22nd has garnered over 22 million views across social media, featuring storytellers like Jens Stoltenberg. The campaign aims to engage younger audiences who lack personal memories of the tragedy by sharing impactful narratives on platforms they use. The initiative is supported by AUF, LO, and the support group for the July 22nd tragedy.