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

1. HostHavas
COVID-19 Industry Update
2nd Edition
27/03/2020
Brought to you by HostHavas and the Havas Village

2. Hello!
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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
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. “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.”
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- The Times, March 2020

6. 01
The responses
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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
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. 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.
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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
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
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
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
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
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. 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.
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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
‘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
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
‘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
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
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. 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.
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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
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
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
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
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. 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.
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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
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
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. 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.
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34. 03
Good reads
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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
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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. Thank you, and look after yourself.
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