2020-11-04
The virus that gave birth to covid-19 changed almost everything. Freedoms, habits, relationships between friends and family, the economy, the feeling of security, how we look at fear, employment, tourism, empathy and lack of empathy. The epidemic was promoted to pandemic. It is a global story. If our lives have changed, companies are experiencing a similar challenge. Quarantine and teleworking pushed a lot of people home, and this somersaulted the rules of the game.
How do we communicate? Where? For whom? With what message? And the tone?
In a first phase, at the beginning of this story, in March, companies developed and implemented contingency plans. Events, trips were canceled, remote meetings were scheduled, contacts between customers and employees were limited, and even between employees, the door to telework and the future was opened, updating software and tools, and communication was fine-tuned. out, to customers. And, in the midst of so many frozen campaigns, this pandemic opened a window for another type of message that gave hand to social responsibility and the values of each one.
This was the case of Coca Cola, which in Time Square, in New York, placed a giant poster with a large spacing between the letters of the brand, also writing: “Staying apart is the best way to stay united”. It was a call for social distance. In addition, the Coca Cola Foundation has made fat, multi-million dollar contributions to support several countries in this health crisis. Not devaluing the philanthropic side, it is a message. Social responsibility, sensitivity and touch go well with people. "The campaign was a testament to the success that can be achieved by keeping messages light, yet powerful, while spreading a message about the importance of social distance," told the Vice President from Criteo, Jaysen Gillespie to Forbes.
Creativity will always play an important role in this championship. Following thousands of Zoom meetings, TV appearances or video calls, and the resulting exposure that resulted, Ikea launched the #HomeWorkIKEA campaign, sparked by BAR Ogilvy, which consisted of providing images that would serve as a backdrop for Ikea houses. One download was enough. It was thus possible to manipulate the background image that appeared on the other side, with the possibility of altering that image. Ikea offered users these different chances of showing a home that they idealize or like and, just as importantly, continued to promote their product. Adaptation.
Auchan, one of the first to post in the post-pandemic on television, chose a message aimed at people. Instead of targeting any promotion or sale, they communicated outside applauding those who worked in the organization, those who allowed and allow, in times of doubt, that everything could continue and continue to work.
The public is aware that the crisis has hit many people, some relentlessly. So messages from companies that pointed to the human element "probably increased efficiency," Gillespie told "Forbes". Hyundai is another example of this, launching a campaign in which it covered six months of car payments for those who, after the acquisition, lost their jobs because of the pandemic.
Hyundai had already done something similar in the 2008 crisis. “Although it is designed to boost sales at a slow pace, it is not considered a sale and sends the message of concern to the consumer. This approach is likely to create strong loyalty for those who take advantage of it, ”explained Gillespie.
In an interview with “Dinheiro Vivo”, Miguel Barros, CEO of Havas Worldwide, who advertises brands such as Continente, NOS or Worten, explained the phenomenon: “Without exception, all clients had to adapt their briefs, which is natural given this very unusual context. All brands have to adapt to this new context. Either because the previously planned message is no longer relevant, because it is no longer possible or correct to speak about it, or because there are now other needs that need different solutions to stay relevant with our customers. This is a very important moment in the separation of what are products and real brands. ”
Turismo de Portugal, for example, promoted a message contrary to its nature - "stay at home" -, showing the world, with an epic narration, a video of the wonders of Portugal that will continue here in the post-pandemic, extolling a signal of hope. The idea? Social responsibility, managing to maintain the promotion and exhibition of the greatest asset, our country.
The messages of gratitude, attention and hope are increasingly important. There are studies that show that customers reacted better, in times of pandemic, to words that pointed to these values, taking care of the human side, to the detriment of sales and results. "It is at this moment that brands have to be even more genuine, show their purpose and be able to reveal to society that they are able to return what they received from them," Tomás Froes, partner at Partners, told the same newspaper. “But without losing focus on your business, because they have to continue, they have to continue contributing to the improvement of their customers” lives with what they sell, while simultaneously maintaining the sustainability of their businesses, which, we must not forget, employ thousands of Portuguese. ”
With budgets slimming, consumers “needs changing, customers” routes proving to be unpredictable and unstable, with the obligation to keep a business standing, companies must resort to creativity, values and your truth. In an interview with “Dinheiro Vivo”, in June, the director of the Portuguese Business Communication Association, agreed with the idea: “The moment marketing sees its budgets being reduced, there are strong increases in the areas of responsibility social and institutional communication. Communication professionals were an integral part of the companies” management strategy in the pandemic period. (...) With the right proportions, I really think that the communicators were on the front line of combating the covid-19 ”.
The YoungNetwork Group indicated, in May, that 94% of brands in Portugal assumed that they changed their communication strategy because of the covid-19 pandemic. While 35% revealed to have completely changed the plan, 88% admitted that they made some type of specific communication about the virus, it can be read in this article from "Marketeer".
But there is also a darker side: 67% of the 243 companies surveyed then intended to cut marketing and communication budgets, although 63.6% said they would increase it in 2021.
“As for events and activation actions, they seem to remain on the table: 58% of the brands intend to organize initiatives of this type later this year. On the other hand, 42% assume the postponement for now and 41.2% bet on digital solutions. ”
Although times are challenging, with distressing unpredictability, there is one thing that certainly never changes: there is a product that needs a story to reach people. Pointing out that what we sell is done by people for people, with certain values and sensitivities, seems to be one of the ways to follow.
