Digital Roundup: 010

A loss for Google at court, a win for beer at the Olympics, a stand against knife-crime by Idris Elba, and a playful re-branding of flat-pack furniture by IKEA (or should we say Eureka Spiritsis?) Find out what’s been hitting the headlines this past month.    

GOOGLE FOUND GUILTY IN MONOPOLY RULING 

Google is at the centre of a court case after a jury in California found the business guilty of violating antitrust laws by restricting competition for its mobile app ‘Google Play Store’. 

The case against Google was started back in 2020 by Epic Games, the maker of Fortnite, who accused Google of restricting competition on Android devices. Much like Apple with its ‘App Store’, Google regulates and restricts what apps are allowed through their mobile app store and takes a significant cut of any fees charged by app developers. 

The verdict moves the case to a remedies phase, where a judge will decide whether to order changes to Google’s business practices, such as allowing alternative app stores or reducing commissions. 

However, this isn’t an instant win for Epic Games and the many thousands of app developers who have been arguing against Google. Google has announced that they plan to appeal and challenge the verdict, arguing that the ‘Google Play Store’ provides a safe and secure experience for users and that they already compete with Apple against their own mobile app marketplace. 

IKEA FOOLS CUSTOMERS WITH FAKE LUXURY BRAND 

Have you heard of Eureka Spiritsis? The brand boasts a 25-year guarantee, quality workmanship and seamless functionality, all topped off with deluxe style. Doesn’t ring a bell? Then perhaps you’ll know them by another name…Surprise! It’s IKEA (well done to any anagram enthusiasts who’d already worked that out!) 

In a spoof ad designed to poke fun at luxury marketing, IKEA (sorry, Eureka Spiritsis), showcases a dark and mysterious room where a woman begins playing the cello under a spotlight. An enigmatic man then walks into frame and the camera follows him as his hand gently glides over a luxurious kitchen counter. In a playfully pretentious style, the camera then focuses on is face as he proudly declares, “We are Eureka Spiritsis.” 

Created by ad agency, Mother, the campaign’s playful misdirect is designed to “give consumers a pleasant surprise and put IKEA kitchen’s design, quality and expertise front and centre of the conversation”. 

The campaign is live across video-on-demand, TikTok, press, social media, in-store and online. 

IDRIS ELBA LAUNCHES CAMPAIGN TO TACKLE KNIFE CRIME 

Idris Elba is leading the charge against rising knife crime with a new campaign launched by his marketing agency, SillyFace. 

At the heart of the campaign is a music video starring Elba himself, as well as families of victims of youth violence. Created by upcoming filmmakers and producers who have been affected by knife crime themselves, the video sees Elba leading the vocals on a song titled ‘Knives Down’, which calls for the banning of zombie knives and machetes. 

The campaign also includes an installation in Parliament Square that displays the last outfits worn by victims of knife crime, to show the human cost of the violent epidemic, and a series of billboards featuring the relatives of young people who have lost their lives to knife-related violence. 

The Chief Creative Officer at SillyFace explained “The power of advertising lies in bringing the story behind the facts and figures to life, and to prompt an emotional response that will lead to meaningful action.” 

Speaking on the subject himself, Elba said: “I can’t stay silent as more young lives are lost to these brutal and heartless crimes. Parliament has repeatedly not given this issue the focus it deserves, and our political leaders need to prioritise it now.” 

AB INBEV IS THE FIRST EVER OLYMPIC GAMES BEER SPONSOR 

Anheuser-Busch InBev (AB InBev), the world’s largest drink and brewer company, has become the first beer partner of the Olympics, in a marketing deal that is set to last until 2028. Known for brands such as Budweiser, Corona and Stella Artois, the company has announced that they’ll lead with their non-alcoholic brand, Corona Cero, for the Paris 2024 games. 

Alcohol sponsorship has long been associated with international sports events, however, alcohol brands have been notably absent as a major sponsor at the Olympics, with this partnership marking a watershed moment for the sporting event. 

The choice for AB InBev to begin their sponsorship journey with a non-alcoholic beer is also a change in direction for the brand, as they seek to change their image among audiences and appeal to more health-conscious consumers.