Consumers feel happier in a crisis when they have something positive they can do. Creative brief for marketers, part 2 of the 'Semiotics Indoors' series.

1. IMPROVE YOUR
SEMIOTICS WHILE
STAYING INDOORS
with Dr Rachel Lawes
CLICK TO GET STARTED

2. today’s brief:
find a way for the brand of your
choice to give consumers
something positive to do

3. consumers are anxious
they have only 3 ways to deal with it
semiotic thinking begins here

4. distraction
play a game, watch a movie
1
newly
launched,
sales through
the roof
wholesome
only works to
make you feel
better for as
long as you
keep playing

5. negative action
stay indoors, wash your hands
2
not very rewarding, retreat feels passive
‘I’m already staying indoors, now what?’

6. positive action
do something to support the war effort
3
WW2 was a time when everyone was given something they could do to
feel they were helping things along

7. pick a brand or category
anything you like: food, personal
care, transport, finance

8. think of a positive action that
consumers can take within this
category to help fight coronavirus

9. design a message that
tells them about it

11. online cooking
lessons?
a mechanism for
donating food to
those in need?
how to make your
own hand sanitiser?
once made, how to
safely give it away?
‘war effort’ savings
account? new ways to
‘save the change?’
can’t avoid using public transport?
how to support other passengers
and your driver

12. semiotics helps you understand
human needs
and take inspiration from other
times and places
so that your brand can move
forward when times are hard

13. Teach yourself semiotics.
Take control of your brand’s meaning.
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