We are living in unprecedented times and all brands need to re-evaluate their marketing strategy for the foreseeable future. Many marketers are considering postponing or cancelling their marketing activities. Instead of marketing paralysis, this document outlines 4 ways for brands to act during these turbulent times: -Remove Barriers -Reduce Stress -Reuse Capacity -Re-Energize People

1. 4 WAYS
BRANDS SHOULD ACT
DURING COVID-19
Riku Vassinen, Managing Partner Ogilvy Africa

2. COVID-19 is causing havoc both to people and
economy.
Everyday routines have been disrupted and the
worry amongst people keeps increasing.
How your brand should act in this situation?

3. All the brands need to re-evaluate their strategy
and be mindful of the situation.

4. One thing is certain.
Being quiet or inactive is not a good option.

5. Only 8% of consumers think that brands should
stop advertising during COVID-19 crisis.
Kantar COVID-19 Barometer (2020)

6. Active brands stand to win.

7. But it takes courage to be a leader.
86% of marketers are now delaying or reviewing
marketing campaigns.
eConsultancy (2020)

8. “We need to work hard to ensure that we maintain
mental and physical availability to the greatest
extent possible.
There's a big upside here in terms of reminding
consumers of the benefits that they've
experienced with our brands and how they've [met]
their family's needs…”

9. “…which is why this is NOT a time to go off air.”
Jon Moeller (CFO, P&G)
https://www.thedrum.com/news/2020/04/17/pg-ramps-up-marketing-amid-coronavirus-demand-not-time-go-air

10. Brands play role during a crisis.
They can bring hope and ease people´s life during
these challenging times.

11. It is important to focus on how your brand can help and
not to exploit this current situation.
There is four key questions to answer…

12. 1. How your brand can help during this time
with your products, services or knowledge?
2. How can you reduce the anxiety that
lockdown measures cause?
3. How does my brand best spends the media
space during the time of crisis?
4. How can you bring hope to people during
these turbulent times?

13. HOW BRANDS CAN REACT?
REMOVE
BARRIERS
REUSE
CAPACITY
RE-ENERGIZE
PEOPLE
RELIEVE
STRESS
PRODUCT COMMUNICATIONS
MOTIVATE
COMFORT

14. 1. REMOVE
BARRIERS

15. People change their habits very seldom, but times
of crises are one of those moments.
By making your product accessible, you can help
people right now but also cultivate future users by
reducing barriers to trial.

16. P E L O T O N F R E E T R I A L F O R T H R E E M O N T H S
What Peloton is doing?
Peloton offers its app for free trial for
90 days.
Why it works?
Being forced to be at home puts a
strain to your exercise routine
(especially if you are going to gym).
The demand for solutions and
instructions for online physical
training is surging. By offering free
subscription you lower the barrier for
testing.
Other brands with similar activities
Centr
Down Dog
Golds Gym

17. O T H E R B R A N D S R E M O V I N G B A R R I E R S F O R T R I A L
Airtel Money with
zero transaction fees
Google Hangouts Meet video-conferencing features for free

18. A I R B N B O N L I N E E X P E R I E N C E S
Travel industry and AirBnB has been heavily hit
by COVID-19. As with their recent strategy to
expand beyond accommodation to
experiences, they have now started to offer
those experiences online.
Some of the highlights include tour in
Chernobyl, meditation with sheeps, visit to
goat sanctuary and lots of cooking and yoga
classes.
Why it works?
Travel planning is one of the most favorite
pastime of office workers. Now with the next
holiday most likely getting cancelled, people
want to explore out from their lockdown but
cannot escape their home.
This also provides easy way to explore the
new AirBnB experience offering.
https://www.airbnb.com/s/experiences/online

19. If you can offer your products
-as free trial (whether free, cheaper or easier)
-delivered to their home
-virtually
or
have ever considered trying eCommerce.
Now it is the time to do it.

20. 2. RELIEVE
STRESS

21. New measures that governments have put into
place add stress to people.
Social distancing is hard for a social person and
being stuck at home will cause cabin fever.

22. 43% of people find it reassuring to hear from
brands they know and trust.
4As Research Services (3/18/2020)

23. C H I P O T L E T O G E T H E R
Chipotle Mexican Grill is hosting
a series of daily "Chipotle
Together" sessions on
videoconferencing site Zoom
with celebrity guests and as
many as 3,000 fans.
Why it works?
Lunch is more than just a food, it
is social event. As you are now
forced to either take out your
food or eat by yourself, any idea
on how you can connect over a
meal virtually is much in-
demand.
https://www.contagious.com/news-and-views/chipotle-
invites-the-self-isolating-to-virtual-lunch-with-
coronavirus-campaign

24. # D I S T A N C E D A N C E T I K T O K C H A L L E N G E
TikTok´s most-followed creator Charli
D'Amelio teamed up with Procter &
Gamble to promote a different TikTok
dance challenge: the "distance dance." By
participating in the #distancedance
challenge, D'Amelio's followers can
generate sponsored donations to Feeding
America and Matthew 25: Ministries. Both
organizations are currently working to
serve at-risk populations that have been
hit hard by the proliferation of COVID-19.
Why it works?
While stranded at home, scrolling through
social media platform is on the rise. TikTok
home challenges have been trending and
P&G jumps to that bandwagon with the
biggest influencer on the platform.
https://www.youtube.com/watch?v=r2bUp5QYp5k

25. B U D W E I S E R W H A S S U P
Budweiser has revisited its iconic Whassup
ad. The ad uses the original video, but with
update voice-over connected to this
quarantine time.
Why it works?
This ad is one of the most loved ads of all
time and perfectly fits the current
lockdown time.
As production budgets have been slashed
and shooting ads in general is harder, smart
repurposing, recycling and remixing of old
ads might be good way to go.
Not to mention that nostalgia-themed ads
work better during these times as they
bring comfort to the audience.
https://www.youtube.com/watch?v=D9UahJH5r3k

26. If you can
-bring people together
-encourage people to participate
or
remind them of good old times
Now it is the time to do it.

27. 3. REUSE
CAPACITY

28. During the time of crisis continuing your production
lines, ad campaigns or other promotions as nothing
has happened is not necessarily advised.

29. 93% think brands should stand up and help.
Only 4% think brands should do nothing.
Mindshare “What Can Brand or companies do to help with COVID-19”

30. F O R D S U P P O R T
Ford dropped two ongoing ads
been planned for March
Madness and replaced them
with communication for Ford
Credit customers some
breathing room around their car
payments.
Why it works?
Your pre-planned ad might not
be the right content for this time
so it showcases good sense of
judgment to alter your message
and also provide support for
those that will be hit by
economic distress.
https://www.youtube.com/watch?v=sCAkKI2dwhs

31. L I F E B U O Y ( U N I L E V E R )
Lifebuoy has done something quite
uncommon and mentions also
competitors in its ad and recommends
using them as well.
Why it works?
Crisis is not time to be opportunistic.
Washing hands with soap is crucial part in
preventing virus from spreading.
Mentioning also other brands makes
Lifebuoy more credible.
Consumers do not live in brand bubble,
they know your competition and
acknowledging that is also acknowledging
the intelligence of your consumer.

32. L I F E L I N E
A list of leading Australian brands
have donated 30-second TV and
radio spots to mental health service
Lifeline.
Demand for Lifeline’s suicide
prevention services has increased
since the period of coronavirus
(COVID-19) social distancing
began. The organisation reports it
now gets a call for help every 30
seconds.
Why it works?
This campaign enables brands to do
good and also highlight issue that is
neglected during the crisis.
Lifeline Vegemite
https://vimeo.com/410017902

33. L V M H
LVMH started to use all of its
French fragrance and cosmetics
facilities (where fragrances for Dior,
Guerlain and Givenchy are
manufactured) to make disinfecting
starting from Monday, March 16.
Why it works?
Hand sanitizer is in high demand
during COVID-19 especially in
hospitals. As the demand for luxury
fragrance goes down, it makes
sense to utilize production capacity
to create hand sanitizer.

35. N I K E
Nike has been working to help
healthcare workers in the US, by
transforming materials from its
footwear into PPE equipment.
Working with health professionals
at Oregon Health & Science
University (OHSU), Nike has been
able to create a full-face shield, and
new lenses for PAPR helmets (to
safeguard workers against
contaminated air)
Why it works?
Combined with Nike´s $17M pledge
towards the fight against COVID-19
and its advertising efforts, Nike
comes as very singular brand with
its efforts against COVID-19.

36. G O O G L E + A P P L E
Google and Apple announced a
joint effort to enable the use of
Bluetooth technology to help
governments and health agencies
reduce the spread of the virus, with
user privacy and security central to
the design.
Why it works?
Although bitter rivals in business;
sometimes there are problems that
the whole world needs to come
together to solve.

37. If you can
-repurpose your products or product lines
-reutilize your media space
-reinvent your brand´s role in society
or even collaborate with your archenemy.
Now is the time to do it.

38. 4. RE-ENERGIZE
PEOPLE

39. Consumer confidence has plummeted

40. When people are worried, brands can play role in
bringing hope and re-energizing people.
At some point this is over and humankind will
prevail.

41. Despite research showing the general deterioration
in mood across many nations,
there has been NO REDUCTION in advertising’s
ability to connect with people.
LinkedIn B2B Institute "What Should ads look like in the time of recession?" (2020)

42. N I K E ” P L A Y F O R T H E W O R L D ”
Nike did a powerful ad
highlighting athletes doing their
home workout.
Why it works?
Nike is always about the athletes
and if you have a body you are
athlete. This ad highlights
powerfully how sports does not
stop even though all the major
competitions and major leagues
are suspended.
Also the tagline “Play for the
World” is call-to-arms for people
to stay at home to stop virus
from spreading.
https://youtu.be/nL_UDABXLX8

43. A P P L E ” C R E A T I V I T Y G O E S O N ”
Apple showcases on this ad how
creativity still goes on while
people are working remotely.
Why it works?
Apple has always been for the
creativity and the creative
people. In this ad, it captures the
reality of remote working and at
the same subtly highlights its
products.
The ad also links to different
creative resources Apple offers
during this time.
https://youtu.be/Kl1NW7h7lrY

44. E V E R Y A D I S T H E S A M E
Majority of brands are always playing it
safe and many of them have been
following the template that Nike and Apple
have mastered.
As can be seen on the collage on the right,
the innovation has been scarce in
communication during this time.
Why it does not work?
As COVID-19 lockdown measures will
become the new normal, they will also get
used to COVID-19 messaging from brands.
Crisis should not make you forget what
your brand is about. Instead it should make
your identity stronger.
https://youtu.be/vM3J9jDoaTA

45. “It’s wank. Clichéd wank.
And it’s an enormous and embarrassing waste of
money on the part of some of the world’s biggest
brands.
Just because we are in a strange and
‘unprecedented’ time does not mean that the usual
rules of branding are deferred.”
-Mark Ritson
https://www.marketingweek.com/generic-covid-ads-waste-time-budget/

46. 50% think brands should talk as they have always
have done.
50% think companies should talk about their own
brand in a carefree and light way.
Only 41% think brands should avoid humorous
tones.
Kantar COVID-19 Barometer (2020)

47. WHAT DOES WORK?
• Using established brand
characters or campaign
scenarios
• Showing human connection
• Ads with a connection to
place
• Ads set in the past
WHAT DOES NOT WORK?
• ‘Hard sell’ ads, directly
focusing on price and
promotions
• Focusing on things over
people
• Aggressive, competitive
focus on performance
• Indulging vanity
LinkedIn B2B Institute "What Should ads look like in the time of recession?" (2020)

48. ” G U I N N E S S S O F A ”
Although it was not an official
Guinness ad, the “Sofa” was
shared widely and loved for its
simple yet effective artwork.
Why it works?
During this time of crisis, people
have not lost their appreciation
for wit and innovation.
Great advertising has still place
in the society whether COVID-
19 or not.
Brands still need to be
distinctive, have actual message
and touch emotions of audience
(and not just boredom and
anger).

49. If you can make people
-think for a moment
-feel something (laugh, smile, cry)
-get up from the sofa and do something
Now it is the time to do it.

50. TO CONCLUDE

51. HOW BRANDS CAN ACT?
REMOVE
BARRIERS
REUSE
CAPACITY
RE-ENERGIZE
PEOPLE
RELIEVE
STRESS
PRODUCT COMMUNICATIONS
MOTIVATE
COMFORT

52. C O N S U M E R H A B I T S A R E
C H A N G E D
P E R M A N E N T L Y D U R I N G C R I S I S
Challenge/Opportunity
During the time of crisis people
become more aware of their
buying behavior and previously
permanent habits are changing.
What to do?
Evaluate and ensure that your
products and services can help
during this crises. Lower the
barrier of trial of your products
and services.
What to not do?
Try to exploit situation and aim
for the quick win. Hard selling
with price and promotions does
not work.
M A R K E T S H A R E I S E A S I E R
T O A T T A I N D U R I N G T I M E
O F C R I S I S
Challenge/Opportunity
Marketing spends are usually the first
to go during crisis. Advertisers that
maintained or grew their ad spending
during the past recessions have
increased their sales and market
share with long-lasting impact
beyond crises.
What to do?
If physical availability is lacking you
should make that up with ensuring
mental availability. When other
competitors are silent, you have less
noise to compete with.
What to not to do?
Being silent will hit you during the
crisis and long after as well.
R U L E S O F M A R K E T I N G
C O M M U N I C A T I O N S H A V E N O T
C H A N G E D
Challenge/Opportunity
People are more sensitive about
brand communications in time of
crisis, but that has not changed
what makes marketing work.
What to do?
Be mindful of the situation but do
not forget what your brand is
about. Great brands have always
brought hope. In this time
relieving stress and re-energizing
people is utmost importance.
What to not do?
Do not forget what your brand is
about. Do not forget marketing
fundamentals. Do not produce
brand fluff.

53. WE WILL PREVAIL.