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COVID-19 // Australia POV Vol.2

Vol.2: Havas Host's look at consumer behaviors in the time of COVID-19.

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COVID-19 // Australia POV Vol.2

  1. 1. HostHavas COVID-19 Industry Update 2nd Edition 27/03/2020 Brought to you by HostHavas and the Havas Village
  2. 2. Hello! 2
  3. 3. 3 From Laura Many of our clients are dealing with the day-to-day challenges that arise with each new government press conference day-by-day, but the headspace for mid-term marketing is returning. From Olly What has been great this week is that brands are stepping up, and the opportunity to make a difference is there. Some brands will be forever stronger for what they do now. As we all start to get a little more familiar with the unknown, now is the time to get ready for what’s next. From Jon This week we have had a slew of great creative briefs as we work with our clients to react to what’s happening. We’re doing some of our best work! From Bohdi It has been incredibly exciting to see how brands are standing out by reframing their core competencies in new and useful ways. A word from the editors
  4. 4. 4 This week, it’s exciting and pleasing to see how many brands are stepping up to the plate and trying to do their part. In a world where people usually care less about brands, perhaps this is the time for them to make more of a meaningful difference. In this wrap-up, we’ve continued to call out emerging responses and various learnings on COVID-19 responses based on their reception. The week that was
  5. 5. “Previous generations were asked, “What did you do in the war?” In the years to come, future generations will ask the same question of this generation of business leaders.” 5 - The Times, March 2020
  6. 6. 01 The responses 6
  7. 7. 7 4. Donate core competency1. Traditional governments hookup with progressive brands 3. Physical experiences going online There are 4 different responses that have caught our attention this week 2. Health-workers are the new celebrities
  8. 8. 8 4. Donate core competency1. Traditional governments hookup with progressive brands 3. Physical experiences going online 2. Health-workers are the new celebrities The 4 different responses
  9. 9. Response 01 Traditional governments hookup with progressive brands To fight this pandemic, health organisations and governments have formed unlikely alliances with brands for their reach and influence. This might be the start of things to come where governments understand that brands can help their credibility and engagement. 9
  10. 10. 10 FIFA and World Health Organisation WHO have teamed up with FIFA and their lineup of global football superstars to launch a new awareness campaign. In it, they are are calling on all people around the world to follow five key steps to stop the spread of the disease.  https://www.bandt.com.au/who-fifa-enlist-footballing-royalty-for-kick-out- coronavirus-campaign/
  11. 11. 11 TikTok and World Health Organisation #safehands challenge - a collaboration between WHO and TikTok to bring more attention to the necessity of hand-washing and hand hygiene amid the outbreak. Despite only sharing one video themselves, the challenge has already gained traction amongst celebrities and sports stars. Perhaps demonstrating that in this climate, it truly is cool to care. https://www.marketing-interactive.com/tiktok-rolls-out-safehands-challenge,- partners-who-to-debunk-virus-myths
  12. 12. 12 A creative solution for an unprecedented challenge. The World Health Organisation has partnered with Facebook, Microsoft and several other tech companies for a hackathon to promote the development of software to take on challenges related to the coronavirus pandemic. https://www.cnbc.com/2020/03/24/facebook-microsoft-and-other-tech- companies-partner-with-who-for-coronavirus-hackathon.html Tech companies and World Health Organisation
  13. 13. 13 Facebook and US Government Rather than stand beside President Trump at a White House briefing, America’s coronavirus expert chose to take questions from billionaire techie Mark Zuckerberg on Facebook. While it prompted #WhereIsFauci to trend on Twitter, it shows how governments are thinking about cultural relevance and reach to spread their message. https://nypost.com/2020/03/21/mark-zuckerberg-talks-coronavirus-with-anthony- fauci-on-facebook-live/
  14. 14. 14 Governments are embracing Instagram’s potential as a news source. To help control and disseminate correct information on COVID-19, local health authorities have partnered with Instagram to lead people’s searched on the topic to its legitimate sources. https://techcrunch.com/2020/03/13/instagram-coronavirus-tips/ Instagram and local health authorities
  15. 15. 15 4. Donate core competency1. Traditional governments hookup with progressive brands 3. Physical experiences going online The 4 different responses 2. Health-workers are the new celebrities
  16. 16. Response 02 Health-workers are the new celebrities In this climate, brands want to align themselves with healthcare workers - not the usual celebrities. They are sacrificing self-interest to support the greater good. Meanwhile, celebrities seem out of touch and unhelpful as they lock themselves away in glamorous mansions. 16
  17. 17. 17 Pret-A-Manger and McDonalds Given as ‘a small token of our appreciation’, food chains are offering free drinks as a thank you to nurses and other NHS staff during the COVID-19 pandemic. https://rcni.com/nursing-standard/newsroom/news/covid-19-free-drinks-nhs- staff-pret-a-manger-and-mcdonalds-158901
  18. 18. 18 ‘Adopt a healthcare worker’ movement A grassroots movement beginning as small Facebook groups. In them, thousands of doctors, nurses, and other frontline workers are paired with regular members of the community who help them out by bringing them coffee, or collecting something from the store. https://www.marieclaire.com.au/adopt-a-healthcare-worker-initiative
  19. 19. 19 Budweiser Budweiser have released a new campaign, One Team, honouring the Red Cross and healthcare workers fighting this pandemic on the front line. An act beyond just advertising, the brand has diverted its $5 million sports and entertainment marketing budget to the Red Cross. https://www.thedrum.com/news/2020/03/26/budweiser-redirects-sport-and- entertainment-spend-non-profits
  20. 20. 20 ‘Hotels for Hope’ In the US, hotels are opening up their beds to health-care workers and first-responders. The likes of Marriott and Hilton have identified over 6,500 hotel properties near health care facilities that can house health care workers. In Australia, the government is beginning to have similar discussions with our hotels. https://www.glasgowdailytimes.com/community/hotels-for-hope-to-rescue-the- rescuers/article_aeac272c-6e42-11ea-8fff-bf19d9135dc3.html
  21. 21. 21 A moment we implore you to see for yourself (here), millions of Britons stepped outside their house amidst lockdown at 8pm on Thursday evening to salute the many health workers helping us through this tough time. With #clapforourcarers and #thankyouNHS trending all day on social media, the thunder of applause reflects the high regard in which we hold these workers today. https://www.theguardian.com/world/2020/mar/26/millions-of-britons-clap-for- carers-on-coronavirus-frontline Britain applauds their healthcare workers
  22. 22. 22 4. Donate core competency1. Traditional governments hookup with progressive brands 3. Physical experiences going online 2. Health-workers are the new celebrities The 4 different responses
  23. 23. Response 03 Physical experiences going online As the desire to attend events and experiences have not died (in fact, given how bored people are, it’s probably stronger than ever), brands have transformed their real-life experience into an online one, in order to live on. 23
  24. 24. 24 Easter Show One of the biggest crowd-pleasers at the Easter Show is easily the goody bags. To keep the spirit of the event alive, despite it being shut down for social distancing purposes, the producers are now selling them online. A simple move, but the rapid response and adjustment demonstrated the resilience and determination of the event’s organisers. https://concreteplayground.com/sydney/travel-leisure/leisure/you-can-now- order-all-your-favourite-australian-showbags-online-and-get-them-delivered-to- your-door
  25. 25. 25 Museums in Australia Galleries and museums have been some of the hardest-hit businesses by enforced social distancing and lockdown. Rather than completely shut-down, many of the globe's top museums, galleries, landmarks and attractions offer virtual tours. https://concreteplayground.com/sydney/arts-entertainment/culture/ten-online- museum-gallery-virtual
  26. 26. 26 Zoos and aquariums Across the world, zoos and aquariums are live-streaming their sanctuaries in order to stay in people’s minds. They’ve gone a step further and framed it as a way for people to boost their mood and stay entertained on lockdown - not a sign a desperation for them to stay relevant. 
 We love it. https://www.zoo.org.au/animal-house/
  27. 27. 27 Melbourne Zoo Fingers crossed you’ll get to see the brilliant dancer that’s sparked headlines all over the world. 
 
 https://www.zoo.org.au/animal- house/ The Vatican Ever wanted to see the soaring vaulted ceilings, intricate murals and tapestries of the Vatican? Now you can. 
 http://www.museivaticani.va/ content/museivaticani/en/ collezioni/musei/tour-virtuali- elenco.1.html Guggenheim Bilbao A vast collection of modern and contemporary works of art and presented in their historical context. https:// artsandculture.google.com/ partner/guggenheim-bilbao Cincinatti Zoo Facebook Livestreaming a new animal each day, this zoo is worth a daily check-in. 
 https://www.facebook.com/ events/2915534028492292/ Here are our favourites
  28. 28. 28 4. Donate core competency1. Traditional governments hookup with progressive brands 3. Physical experiences going online 2. Health-workers are the new celebrities The 4 different responses
  29. 29. Response 04 Donate core competency There is no shortage of brands donating money, but it is where there is an intersection of generosity, innovation and relevancy that really cuts through. Brands make the most difference when they donate their core competency. 29
  30. 30. 30 Zoom Video-conferencing company, Zoom’s, product has never been more in demand. Instead of milking it, they are giving free video conferencing access to K-12 schools across countries severely affected by the pandemic. https://www.forbes.com/sites/alexkonrad/2020/03/13/zoom-video-coronavirus- eric-yuan-schools/#75ce44d34e71
  31. 31. 31 PornHub Premium PornHub have reframed watching porn has as an act of humanity. Even though their numbers are up (little wonder why), they are making it easier than ever for their subscribers to ‘flatten the curve’ by offering up their premium content for free. https://www.ladbible.com/news/news-pornhub-premium-is-now-free-worldwide- to-help-people-in-self-isolation-20200325
  32. 32. 32 Tech engineers tackle ventilators A slew of tech companies have stepped up by lending their technological expertise to solve the shortage in ventilators. Even a sporting-goods company have re- purposed their scuba diving masks as makeshift ventilators.
  33. 33. A watch-out Talk isn’t just cheap - it’s pretty damn costly Something learned long-ago by brands accused of green- washing and woke-washing, messages unsupported by action and investment are not going unpunished. The frightened world doesn’t need another brand to separate the symbols that comprise its logos as a message of solidarity. 33
  34. 34. 03 Good reads 34
  35. 35. 'The war against coronavirus: what did you do?’ - Iain Richardson
 
 A brilliant article stressing the importance of acting in the face of this pandemic, and how businesses can play their part. Link: https://www.thetimes.co.uk/ article/the-war-against-coronavirus- what-did-you-do-wn9lzzzg3 ‘5 tips from a consumer psychologist on how brands should respond to Coronavirus’ - E.J. Schultz A lot of opinion pieces are sharing the same basic hygiene information on how to respond to the COVID-19 crisis. Consumer psychologist offers richer, more tangible advice on how to execute your response. Link: https://adage.com/article/ podcast-marketers-brief/5-tips- consumer-psychologist-how- brands-should-respond-coronavirus/ 2246516 ‘Forget about empathetic emails during the coronavirus outbreak…’ 
 - Mark Ritson
 Promotion (a.k.a advertising) isn't the be all and end all in these trying times. This article serves as a good reminder that we have levers to pull other than advertising (think product, price, and place) to drive sales and brand metrics. Link: https:// www.marketingweek.com/forget- about-empathetic-emails-during- coronavirus-and-start-making-your- brand-money/ ‘More than 500,000 people sign up to be NHS volunteers’ - The Guardian
 The British government issued a nation-wide callout for 250,000 volunteers. In just over 2 days, over 500,000 people have signed up. Solid proof that the human spirit is shining bright at this time. Link: https://www.theguardian.com/ world/2020/mar/25/ astonishing-170000-people-sign-up- to-be-nhs-volunteers-in-15-hours- coronavirus 35 There’s been a lot of noise in the industry, but here are some opinion pieces and news stories that have struck a chord with us. Good reads
  36. 36. Thank you, and look after yourself. 36

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Vol.2: Havas Host's look at consumer behaviors in the time of COVID-19.

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