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COVID-19 // Australia POV Vol.3

Vol.3: Havas Host's look at consumer behaviors in the time of COVID-19.

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COVID-19 // Australia POV Vol.3

  1. 1. 03/04/2020 Brought to you by HostHavas and the Havas Village HostHavas COVID-19 Industry Update 3rd Edition
  2. 2. Hello! 2
  3. 3. 3 From Laura It has been striking this week just how different each of our clients’ challenges are at the moment. There is no easy answer and the realisation that this is going to be a marathon and not a sprint is definitely settling in. From Olly This week’s responses show how important it is that brands are able to adapt to the new situation quickly. Some of the examples demonstrate that just doing something is potentially as important as waiting to devise the perfect strategy. We need to embrace the madness. From Jon In the face of overwhelming odds, brands are showing, now more than ever, that creativity can offer genuine value through utility, entertainment, and education during these challenging times. From Bohdi As the situation continues to evolve on a day-by-day basis, the brands that are standing out to me are those that are focusing on delivering genuine value to their customers and humanity as a whole. As the impact is felt more and more, actions speak way louder than words. This means less telling and more doing. A word from the editors
  4. 4. 4 The best responses are from brands that are really adapting to the situation in front of them, 
 and thereby finding new relevancy. In this wrap-up, we have identified the emerging types of responses that caught our attention, shared some of our favourite reads, and also discussed both the ubiquitous and refreshing language seen in communications. The week that was
  5. 5. “The opportunity is ‘What will we be?’, not “How can we preserve what we had?” 5 - Simon Sinek, March 2020
  6. 6. 01 The responses 6
  7. 7. 7 4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection amidst physical isolation There are 4 different responses that have caught our attention this week 2. Addressing the lockdown
  8. 8. 8 The 4 different responses 4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection amidst physical isolation 2. Addressing the lockdown
  9. 9. Response 01 Proactively adapting In a rapidly changing world, brands are finding new ways their product is relevant and framing them beyond offers of support. 9
  10. 10. 10 Ford and Hyundai A (hopefully) short-term recession makes a car an impossible purchase for many. Rather than throw in the towel and pull their ads, both brands have instead launched new payment schemes. Ford: https://www.youtube.com/watch?v=sCAkKI2dwhs Hyundai: https://www.youtube.com/watch?v=ZEcHrFkqrpM
  11. 11. 11 Dick’s Sporting Goods have launched a new campaign ‘Long Live Sport’ that finds a genuine way their sporting equipment plays a huge role in people’s indoor lives. In fact, they’ve hit marketing’s gold-standard and found a way to make it more important now than ever. https://www.youtube.com/watch?v=gzE_caHBwfg Dick’s Sporting Goods
  12. 12. 12 Enter online interior design service, Modsy. The firm have created stylish Zoom backgrounds for those that want to hide their home clutter from coworkers while they WFH. They’re also showcasing their 3D rendering technology as users can create highly realistic Zoom backgrounds from iconic pop culture backdrops. https://www.thedrum.com/creative-works/project/modsy- modsy-pop-culture-backgrounds-zoom Modsy
  13. 13. 13 With so many restaurants shut down, Burger King has released pictorial directions on how to recreate their most famous burgers – helpful, and a reminder of what people are waiting for: the freedom to eat a proper Whopper again. True to Burger King form, it’s also a great subversion of a category obsessed with its own ‘secret’ recipes and ingredients. https://twitter.com/BurgerKingFR/status/ 1245274247599095809 Burger King
  14. 14. 14 The 4 different responses 4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection amidst physical isolation 2. Addressing the lockdown
  15. 15. Response 02 Addressing the lockdown Brands are beginning to address the implications of isolation as much as they are the pandemic. 15
  16. 16. 16 Addressing anxiety Addressing the uptick in anxiety these uncertain times is causing, medicinal marijuana company Thrive have released a new campaign promoting their delivery service. https://www.youtube.com/watch?v=Zy89inqHgaM
  17. 17. 17 Addressing inaction From the makers of ‘This Girl Can’, comes a campaign tackling cabin fever and inactivity. As much of the UK is home-bound, Sport England is helping the nation to keep moving by showcasing some of the lateral thinking which ensures you can break a sweat without stepping through your front door. https://www.thedrum.com/creative-works/project/fcb-inferno- sport-england-stay-work-out
  18. 18. 18 Addressing violence Numerous organisations have released PSAs and informative print ads addressing the spike in domestic violence lockdown is causing. While the messaging is strong, we hope to see more provocative work address this topic and help drive genuine change.
  19. 19. 19 Addressing kids, off-screen Families are facing a challenge beyond their physical health: taking care of kids when they can’t go to school. So, Nature’s Bakery has launched ‘Snack Sized Adventures’ - bite-sized family activities that are easy-to-plan, accessible, and most importantly, tech-free. https://whatonearthshouldidowithmykids.com/
  20. 20. 20 The 4 different responses 4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection amidst physical isolation 2. Addressing the lockdown
  21. 21. Response 03 Celebrating social connection 
 amidst physical isolation The need for social connection right now is not new news. But, we have definitely seen an uptick in brands celebrating and finding ways to facilitate it. 21
  22. 22. 22 Facebook “We made a short film, Never Lost, to honor the solidarity and resilience of so many people coming together during this time. Thank you to everyone doing your part.” 
 - Mark Zuckerberg An inherently social platform, Facebook has credibility to talk about connection in these times of distance. https://www.youtube.com/watch?v=nWwVFywBCeY&t=1s
  23. 23. 23 BrewDog UK brewery has created an online bar experience to provide an opportunity for locals and regulars to connect. Each of BrewDog’s 102 online bars across the world will also host a series of events including beer tasting, homebrewing masterclasses, pub quizzes, live music and comedy shows. https://www.brewdog.com/onlinebar
  24. 24. 24 Jack Daniels Jack Daniel’s Tennessee Whiskey is helping to show that the human spirit is alive, even during a time when humans can’t physically be together. The ad, ‘With Love, Jack’, shows how friends around the world are adapting to the new reality of being apart while trying to stick together. https://www.youtube.com/watch?v=nmVRFui61U4
  25. 25. 25 Telecommunications In order to help people stay connected, Vodafone, Optus and Telstra are giving their customers free data and unlimited calls. https://www.whistleout.com.au/MobilePhones/News/ vodafone-coronavirus-COVID-19-support
  26. 26. 26 The 4 different responses 4. Re-purposed media space1. Proactively adapting 3. Celebrating social connection amidst physical isolation 2. Addressing the lockdown
  27. 27. Response 04 Re-purposed media space Many brands are swapping out their product-led messages for messages of support. 27
  28. 28. 28 QuickBooks QuickBooks is donating its entire television ad buy to run ads directing people to donate to their just-announced Small Business Relief Fund. https://www.youtube.com/watch?v=l6V-Uu6Ax34
  29. 29. 29 AMI Insurance To play its part in bringing people together, AMI Insurance in New Zealand is launching KindCast - a way for Kiwis to broadcast their own message of support and kindness to others. To do this, AMI is offering up its TV commercial spots and social media channels. https://kindcast.co.nz/
  30. 30. 30 The BBC has dug into its extensive archives to deliver a series of ‘Stay at Home’ public information films with the help of some of its best-loved catalogue titles. A promotion of their programs also working as a public-safety message. https://www.youtube.com/watch?v=-bTNYzHkkMY BBC
  31. 31. Language of COVID-19 02 31
  32. 32. Much of the communications around these ‘unprecedented times’ has become a game of Bingo. 32 Corona Clichés is its own segment on ABC’s media watch. Almost every CEO has ‘personally’ issued an email on the crisis. People are urging brands to stop separating their logos.
  33. 33. A jarring re-frame of going outside An inspirational re-frame, when sport has been all but shut-down A PSA that doesn’t sound like one… and a tongue-in-cheek jab at the competition. So, here are some of our favourite examples of refreshing language that has cut through. 33
  34. 34. Close look: Words are important, but actions speak louder than words 34 The Premier League are talking a good game with #WeAreOneTeam But this is not being put through to action.
  35. 35. 03 Good reads 35
  36. 36. ‘’Helping vs. Branding’ - Campaign UK
 
 Some smart people discussing how brands should approach COVID-19. While their opinions differ in some areas, the common theme is the same stance we've always taken: try to help the greater good, even if it comes at short-term cost to self- gain. Link: https://www.thetimes.co.uk/ article/the-war-against-coronavirus- what-did-you-do-wn9lzzzg3 ‘How adland is overcoming production obstacles amid COVID-19 disruption’ - L. Stein
 "It turns out that one of the best remedies for cabin fever is creativity”. How production and creativity is still going strong amidst these new pressures. Link: https://www.campaignlive.com/ article/adland-overcoming- production-obstacles-amid- covid-19-disruption/1679054 ‘The world after Coronavirus’ 
 - Yuval Noah Harari
 
 We’ll read just about anything that Yuval Noah Harari, author of Sapiens and Homo Deus, puts to paper. Here are his thoughts on how humankind will payout once this is over. Link: https://www.ft.com/content/ 19d90308-6858-11ea- a3c9-1fe6fedcca75? fbclid=IwAR2J9lpnD8xiylAYvx34NR s3_FlypfpJBM1rxICB_O8Wapcssxh CsnHAk1w ‘Livestreaming schedule: music, art, literature and events from Australia and beyond’ - The Guardian
 News from outside the industry – well, from outside work – here’s The Guardian’s round-up of the best upcoming events to livestream! Link: https://www.theguardian.com/ lifeandstyle/2020/mar/20/ livestreaming-schedule-music-art- literature-and-events-from-australia- and-beyond 36 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
  37. 37. Thank you, and look after yourself. 37

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Vol.3: Havas Host's look at consumer behaviors in the time of COVID-19.

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