Google has created a journalism emergency relief fund to provide support for local newsrooms covering the coronavirus pandemic. Heinz launched a direct-to-consumer website in 3 weeks to offer bundles of core products to locked-down customers, with free shipping for NHS workers. Singapore Press Holdings aggregated content from its media titles on a new website to help readers stay entertained and safe at home during Singapore's circuit breaker period.

1. HOW ARE THE BRANDS
RESPONDING?
Update 30 Abril 2020

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Title of presentation

3. NATIONAL CASES

4. SANYTOL
https://www.instagram.com/p/B-onQseiO2y
https://ferreteria-y-bricolaje.cdecomunicacion.es/noticias/proveedores/37589/grupo-ac-marca-suministra-
20-toneladas-gel-hidroalcoholico-sanytol-coronavirus
Grupo AC Marca, to which Ceys belongs, has donated more than 20 tons of
hydroalcoholic gel disinfectant from its Sanytol brand to hospitals and health
centers.
The company has activated various initiatives at the national level to support
the groups most affected in the fight against COVID-19. In particular, the
hydroalcoholic gel will be distributed in a large capacity format specially
designed for hospital use.
LA VACA QUE RIE
https://www.youtube.com/watch?v=1JErWIi1xY8
https://www.youtube.com/watch?v=1JErWIi1xY8
https://eligereir.es/
The Laughing Cow and Theodora Foundation have teamed up to develop this solidarity initiative, a communicative
comic created by hospitalized children
Theodora Foundation works to bring smiles to hospitalized children and make them more enjoyable their stay in
the hospital through their Smile Doctors. This year also La Vaca que ríe collaborates with the Foundation through
a donation and several solidarity projects together, this is one of them.
This project has been carried out with the children admitted to the Hospital Universitario La Paz in Madrid just
before the entire health crisis began. The action was launched thanks to the work of the Smile Doctors of
Theodora Foundation, who began by giving a first hospitalized child an inspiring phrase to continue the story. That
boy gave his phrase to another, and so on; each child was added a phrase to which he had written the previous
one, to complete the story. When all the phrases were gathered, an illustrator took care of creating this original
comic.

5. RUAVIEJA
https://www.youtube.com/watch?v=hR0FjGUIf6w&feature=youtu.be
TOUS
https://www.youtube.com/watch?v=_AMeVnLG0K8&feature=youtu.be
https://www.tous.com/es-es/bienvenido-mejor-lugar-mundo
The Spanish jewellery brand TOUS is committed to giving a jewel to all women who give birth during
quarantine, so that this day they remember it with a gesture of affection, instead of thinking about the
pandemic that ravages the world.
Ruavieja launches "Patience", an emotional video with interviews with interviews
with people who reflect on their experiences and experiences during the quarantine
by the coronavirus.

6. CRUZCAMPO
https://www.youtube.com/watch?v=AbxB3OkPMmE
LARSA
https://www.youtube.com/watch?v=3WOOJtaUNOI
http://www.extradigital.es/galicia-un-yogur-con-sabor-a-pasara-para-endulzar-la-espera/
Larsa has released a dessert flavored with "joy, laughter and positivity" available for a limited time. A
way to make these complicated times sweeter.
They have created a film entitled 'The First', with which he launches an invitation for
everyone to return to the place where the last beer was taken before diving into
confinement to take the first one out of their homes.
In addition, HEINEKEN Spain will make available to its customers throughout the
national territory thousands of kegs of beer: a contribution of more than 15 million
beer canes, among which is Cruzcampo. In this way, the brewery helps its
hospitality customers to be better prepared to reopen their doors.

7. OREO
https://www.instagram.com/p/B_H5g-pnQv3/
SAMSUNG
https://www.youtube.com/watch?v=1HYcytrCDcI&feature=youtu.be
The company has shared a manifesto through its channels with its users in which it emphasizes the
importance of technology to remain connected with our loved ones and that no one is left behind at
work, in education... In short, technology allows us to face our day-to-day life with optimism.
Oreo has presented a solidarity initiative to collaborate with the Scholarships Dining
program at Casa by the NGO Educo. It is a recipe developed by renowned chef
Alma Obregón within the Oreo Academy program, which will propose to all users a
challenge on Instagram.

8. ALDI
https://www.youtube.com/watch?v=MOPqd5AGljA&feature=youtu.be
CACAOLAT
https://www.youtube.com/watch?v=J1ROX9pdtMs
https://interactivadigital.com/campanas-de-marketing-digital/cacaolat-lanza-
bravomadresypadres/?utm_source=Newsletter&utm_medium=Email&utm_campaign=Boletin%20diario
Cacaolat has contributed more than 100,000 bottles of cocoa and milk shakes to various organizations
and health centers to help replenish strength and give a moment of well-being to those who are taking
care of us. It also wanted to recognize the effort that mothers and fathers are making to get everything
going ahead with a communication plan on their own channels and in digital media.
Due to the confinement, both the filming and the creation of the song has been
done in a telematic way: the recording of the scenes, the locution, as well as the
recording of the song has been made from the home of the creators themselves.
This is how many advertisers are being able to launch their campaigns, such as
Carrefour or Schweppes.

9. INTERNATIONAL
CASES

10. THAI AIRWAYS
https://www.thaiairways.com/sites/en_TH/rop/Promotion/THAI-quarantine-
miles.page
https://vimeo.com/411254987
ADCOUNCIL
https://twitter.com/AdCouncil/status/1252637714396184588?ref_src=twsrc%5Etfw%7Ctwcamp%5Etwe
etembed%7Ctwterm%5E1252637714396184588&ref_url=https%3A%2F%2Fwww.thedrum.com%2Fne
ws%2F2020%2F04%2F27%2Fthe-ad-council-ramps-up-industry-wide-covid-19-reponse-efforts
https://www.alonetogether.com/
The global campaign responds to research conducted by MTV that found a majority of Americans (56%)
were not seeking help for their mental health despite a 37% decrease in the general mental wellness
since the pandemic began in March.
Thai Airways International supports the Thai government efforts to combat COVID-
19 by rewarding Thai citizens and residents who stay home to stop spreading of the
virus. The campaign “THAI Stay Home Miles Exchange” on an application platform,
gives a total of 1,000,000 Royal Orchid Plus miles to participants, rewarding 1 mile
for every 4 hours of staying at home during the campaign period or until the miles
run out.

11. SPORT ENGLAND
#STAYINWORKOUT
https://vimeo.com/411487875
https://www.sportengland.org/stayinworkout
SOAP & GLORY
https://www.thedrum.com/news/2020/04/24/soap-glory-embraces-ethical-adtech-fund-the-hygiene-
bank-during-covid-19
The bathing brand joins Unilever's Knorr, Nestlé ​and Co-Op Bank in being the latest company to
embrace Good-Loop's 'ethical adtech', which allows people to make a charitable donation by watching
or interacting with an ad online.
Each time a user 'swipes up' to watch the ad, a portion of its marketing spend is allocated to the viewer,
allowing them to unlock a free donation to give to the charity. Would-be customers are then driven back
through to Boots' own channels where they can go on to purchase Soap & Glory products and further
donate to The Hygiene Bank.
Responding to the insight that 38% of adults in England have done less physical
activity or exercise in the past week compared to a typical week before social
distancing, Sport England hopes to inspire more people to get active during
lockdown.
The campaign hashtag has been mentioned nearly 13,000 times since the
campaign went live at the end of March and is estimated to have reached almost
150 million users on Twitter alone.

12. BUDWEISER
https://www.marketingweek.com/budweiser-brings-back-wassup-quarantine/
BEN & JERRY’S
https://twitter.com/benandjerrys/status/1251918483241263110?ref_src=twsrc%5Etfw%7Ctwcamp%5Et
weetembed%7Ctwterm%5E1251918483241263110&ref_url=https%3A%2F%2Fwww.thedrum.com%2F
news%2F2020%2F04%2F23%2Fben-jerry-s-activism-chief-fighting-the-causes-currently-being-
neglected
While brands the world over rewrite their plans to focus on the coronavirus pandemic, Ben & Jerry’s –
the grand dame of corporate purpose – is staying committed to campaigning for causes such as racial
justice.
Budweiser is bringing back its iconic ‘Whassup’ ad as it looks to encourage people
to check in on their friends during the coronavirus lockdown.
The ad uses the original video but with new audio more suited to current times.
That means, for example, that in the opening shot one of the actors answers the
phone saying they are “in quarantine, having a Bud”, rather than “watching the
game, having a Bud”.
The decision to remake the ad comes after YouGov research found that one in five
Britons is living alone during lockdown. It aims to show the importance of staying in
touch with friends and family, ending with the line: ‘Buds support buds. Check in on
yours’.

13. SINGAPORE PRESS HOLDINGS
https://www.razor.tv/
ASICS
https://brandingforum.org/featured/asics-virtual-reality-announcement/
https://youtu.be/qo881ywjcS8
After a global lockdown scuppered Asics’ plans to host global media at its campus in Japan for a new
shoe launch, it quickly turned to virtual reality (VR) to give journalists an experience that would match.
Singapore Press Holdings (SPH) has launched a website that aggregates content
from its media titles, helping readers to stay entertained and safe at home during
Singapore’s ‘circuit breaker’ period.
The publisher has brought together content from across its portfolio of media
brands under a single Stay Home SPH website, to help users find relevant content
to their language or interests.

14. GOOGLE
https://www.blog.google/outreach-initiatives/google-news-initiative/global-journalism-
emergency-relief-fund-local-news/
HEINZ TO HOME
https://heinztohome.co.uk/
Brands and retailers have been quick to respond to the new reality. Tinned food giant Heinz has
introduced its first direct-to-consumer (D2C) website, created in less than three weeks by ecommerce
agency Good Earth.
The Heinz to Home site offers bundles of core Heinz products to locked-down customers, with free
shipping to NHS staff and other emergency service workers..
Google has created a journalism emergency relief fund to provide support for local
and small newsrooms on the frontline of covering the coronavirus pandemic.
It believes local news is a vital resource for keeping people and communities
connected in the best of times as it plays an even greater function in reporting on
local lockdowns or shelter at home orders, school and park closures, and data
about how Covid-19 is affecting daily life.
Google will also waive ad serving fees for news publishers globally on its Ad
Manager for five months.

15. THANK YOU