2024 has been a blockbuster year for UK marketing campaigns, with brands pulling out all the stops to push the envelope and connect with audiences in fresh, creative ways. From tech-fuelled outdoor adventures to nostalgia-fuelled marketing moments, we’re diving into four standout campaigns that have made waves this year.
Let’s explore what made these campaigns so successful and how you can borrow a bit of that magic for your own marketing efforts.
M&S: “I’m Mark and I’m Spencer”
Marks & Spencer’s latest campaign featuring TV personalities Mark Wright and Spencer Matthews has taken social media by storm, sparking a fun challenge that’s got other brands scrambling to join in. By tapping into influencer pop culture, M&S cleverly used this duo to personify their brand in a way that’s engaging, humorous, and irresistibly shareable, earning it the title of “the collaboration of the year.”
This campaign didn’t just spotlight M&S; it ignited a social media trend. Other brands like Matalan, easyJet, and John Lewis quickly jumped on board, finding their own namesakes and creating light-hearted videos that resonated with audiences. Matalan’s reactive video featuring employees named Mat and Alan even racked up more views on TikTok and Instagram than the original M&S post. The simplicity and speed of these reactive videos proved that being agile and tapping into trending moments can amplify reach and create a buzz far beyond the initial campaign.
@marksandspenceruk Get it? You get it… @wrighty_ and @spencermatthews are about to blow your menswear minds.
Decathlon’s Clever Response to Microsoft’s IT Crash: “Outage? Get Outside.”
When a major IT outage sent the digital world into chaos, Decathlon seized the opportunity to promote its clearance sale with a brilliantly reactive campaign. In less than 24 hours, the sports retailer launched a billboard mimicking Microsoft’s infamous blue error screen—dubbed the ‘blue screen of death’—urging people to step away from their malfunctioning devices and enjoy the great outdoors instead.
The billboard cheekily read, “Outage? Get outside. Enjoy 50% off on our outdoor goods,” complete with a QR code directing people to Decathlon’s website. This timely and humorous approach didn’t just poke fun at the global tech failure; it cleverly highlighted Decathlon’s core message of getting active, even when the digital world is on pause.
Decathlon’s quick and witty response turned an unexpected global tech crisis into an opportunity to connect with its audience. By playing off the frustration people felt during the outage, Decathlon’s ad was not only relevant but also positioned the brand as fun, relatable, and always ready to encourage outdoor adventure.
LEGO X Formula 1: A Partnership That’s Shifting Gears
LEGO and Formula 1 have teamed up for an exhilarating new multi-year partnership that promises to bring the high-speed world of F1 closer to fans than ever before. Set to launch in 2025 to mark the 75th anniversary of the Formula 1 World Championship, this collaboration will involve all ten of the sport’s current teams, with fan zone activations at grands prix around the globe, exciting new product launches, and digital content featuring top teams and drivers.
The partnership builds on LEGO’s existing relationship with McLaren, which recently saw a life-sized, driveable LEGO car take a lap around Silverstone with F1 star Lando Norris at the wheel. With the new range, fans can expect to see detailed LEGO Technic models of their favourite F1 cars, as well as more accessible builds through the LEGO Duplo line, allowing builders of all ages to get in on the action.
This partnership is a match made in marketing heaven, blending the nostalgia and creativity of LEGO with the cutting-edge excitement of Formula 1. By tapping into the passion of both racing and LEGO enthusiasts, this collaboration allows fans to immerse themselves in the sport like never before—whether they’re building their favourite car or participating in interactive fan zones at race events.
Samsung Galaxy Z Fold6 and Z Flip6: East London Takeover
Samsung turned heads in East London with its bold “Fold Town” activation to celebrate the launch of the Galaxy Z Fold6 and Z Flip6. The centrepiece? A jaw-dropping installation of a full-sized London bus folded at a 90-degree angle, towering over Old Street, which was temporarily renamed ‘Fold Street’ as part of Samsung’s partnership with Transport for London. This wasn’t the only folded feature on display—passers-by could also spot a bent telephone box, lamppost, and park bench, all nodding to the innovative folding design of Samsung’s latest smartphones.
Samsung’s “Fold Town” was more than a product launch—it was a public art project that turned the city into a playground, perfectly mirroring the folding technology of the new Galaxy Z series. By reimagining everyday urban elements and making them part of the narrative, Samsung created an immersive experience that was impossible to ignore, blending the physical and digital worlds to showcase the phone’s unique features.
@tfl Welcome to… Fold Street! 🚇 Join us to celebrate the launch of the new @SamsungUK Galaxy Z Fold6 ✨ Explore the Old Street transformation until 28 July #Samsung #GalaxyZFold6 #FoldStreet
What Can We Learn from These Campaigns?
These standout campaigns teach us some valuable lessons that can be applied to any marketing strategy:
- Embrace character and storytelling: M&S showed us that personifying your brand with relatable characters can create a deeper emotional connection with your audience.
- Be timely and responsive: Decathlon’s clever twist on a tech outage demonstrated the power of staying agile and tapping into current events to create campaigns that feel immediate and relevant.
- Leverage nostalgia with modern twists: Lego and Formula 1’s partnership played on the universal appeal of nostalgia while keeping things fresh with a high-speed twist. Nostalgia can be a powerful tool when combined with modern sensibilities.
- Go big: Samsung’s East London city takeover reminded us that experiential marketing is not just about showcasing a product but about creating memorable moments that draw people in and get them talking.
At Prohibition, we’re all about creating innovative PR and social media campaigns that drive real results. Whether you’re looking to shake things up with your next marketing move or simply want to stand out in your sector, we’re here to help. Get in touch today at hello@prohibitionpr.co.uk or give us a ring on 0113 430 4160 to chat about how we can take your brand to the next level.
For more interesting blogs check out:
- How AI, CGI, and Nostalgia Are Shaping the Best UK Marketing Campaigns
- Social Media Updates: AI Takeover, Threads Updates and Reddit Misinformation
- All About Ads
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