Written by Ally Lang, Head of Maple Street Creative
As companies streamline and friends and colleagues take a break from the front line, it’s important to remember the difficult truth that workers still need to work and consumers still need to consume if we’re to have any effect on lessening an inevitable recession. So far, advertising has focused on acknowledging the Coronavirus, the next phase is for brands to create narratives for the new normality. Here are five things to consider.
Keep The Lights On
This a phrase used by professor of international economics, Richard Baldwin and has been taken literally by betting giant, Paddy Power, who this week used their OOH investment to encourage people to remain indoors and thereby reduce the strain on the NHS. It’s the great myth of betting to never back a favourite and with the hurdle of no sporting calendar, this is a well executed easy win.
Change Partners
As well as betting firms, publishers tend to traditionally favour OOH, so some are now moving campaigns across platforms, and most notably to radio. Aside from the intrinsic power of audio, communicating via radio and digital platforms is inexpensive and has efficient turn around times. Perfect for a quick change of tack when you can no longer play it by the book.
Give The People What They Want
When discussing brand journeys, people in marketing will often refer to Lego as the bastion of evolution. Over a twelve year period from 2003 onwards, the company went from being $800m in debt to becoming the most powerful brand in the world. And they achieved that by getting closer to their fan base with events like Brickworld. If it’s going to be quiet out there, then let the noise be from your consumer and relearn what it is they really want from you. Chances are it isn’t a rollercoaster.
Create Expectations
You may not be a company that people are looking toward to carry on ‘as normal’ but you might also have goods that still need to be sold; to pay workers, suppliers, or even just the rent. In which case, think about additional messaging that could fill the gaps between supply and demand. Can you offer free delivery? A discount-code on your ad? Or even a percentage of your profits to those really making a difference out there. Letting people know you understand the situation doesn’t mean constantly referring to it or just changing your tone, it means changing your message too.
Remember Who’s Boss
The bottom line. If you’ve nothing to say that’s in any way worthwhile, then say nothing. I’ve long been an advocate of ads sounding as if they belong on platforms as content, rather than an interruption. A good commercial should be something you hang on for, like a song that’s been teased or a feature that you know is coming up. Content is, has always been, and will always be King. Having content in your ad shows you have relevance, purpose, and that you don’t take anything or anyone for granted. A lesson we’ve probably all already learnt over the last few weeks.
Stay safe and keep talking.
