For many, Covid-19 has disrupted every aspect of our professional lives. Within the marketing industry, there has never been such a fundamental shift in planning and action.
Despite this, research carried out by Kantar found that just 8% of the people surveyed thought that brands should stop advertising. However, there was a clear consensus that brands needed to address the current situation, inform customers what they were doing and not exploit the situation.
As a result, we have seen some really poignant and memorable creative work emerge from marketing and advertising departments. The reason for the success of these particular campaigns and adverts? Being sensitive to the situation and remaining relevant during this health crisis.
Here are a few of our favourite campaigns from the last few weeks:
BBC – “Don’t Quit”
A video that includes the clips from the best BBC TV shows and real footage captured over recent weeks. The voice-over is a reading of Edgar Guest’s poem ‘Don’t Quit’, read by none other than Idris Elba. It’s heartfelt, warm, emotional, thoughtful and captures the mood and heart of the country.
IKEA – “Hello, I’m your house” video
Showing your home the love and respect it deserves is very Marie Kondo (if you haven’t already, check out the Netflix series) and Ikea taps into that feeling with its “Hello, I’m your house” advert. Taking a step back to think about all the things you have done and experienced in your home really does make you think hard and appreciate the four walls around you.
IKEA – “The Stay Home Catalogue: Family Boredom Solutions”
Another great idea from Ikea was an edition of their new catalogue. The retailer worked alongside McCann to turn its famous catalogue into a workbook for bored children stuck inside during quarantine. I haven’t yet met a young child who doesn’t love Ikea so what a perfect way for them to while away some at-home hours.
Co-Op – #LocalHeroes
We’ve all had to learn the ways of video calling in recent weeks. The “can you hear me?” and “sorry, you go” that sporadically fills the conversation, the weak wifi signal, children and pets photobombing…it’s all too familiar a scene which is why Co-Op’s advert has resonated so well with its viewers. Its message struck a chord too “even though we can’t be in the same room we can still pull together and help those in need” which is what we all want to do during this difficult time.
Tesco – “Food Love Stories”
Using their existing Food Love Stories campaign now as a dedication piece, the advert is a compilation of home videos of families making and sharing their favourite recipes digitally. Tesco has created an emotional and heartfelt advert that can’t help but bring a tear to the eye and also a whole wave of nostalgia for loved ones we aren’t able to be with. It shows us that we’re all in the same boat and we’re all in this together.
Persil –“Home is Good”
Changing their famous “Dirt is Good” slogan to “Home is Good” while showing a montage of empty playgrounds and outdoor spaces from around the world, Persil thanks the public for adhering to social distancing and lockdown rules. Again, the message of we’re all in this together is loud and clear.
If you’re after a creative campaign to resonate during the Coronavirus pandemic, drop us a line. We’d love to hear from you.
Carys is our Marketing Manager here at jamjar and is responsible for developing and implementing bilingual marketing campaigns for clients.