Welcome to our June podcast! 3 months in lockdown, and today we’re looking at how people have changed how they’re talking to each other and how they’re marketing.
Argos
A beautiful ad encouraging customers to make their own drum kits and send in their videos. The result is a hilarious compilation of videos sent in by customers, with some real characters! Do we think that they’re all spontaneous, or is there a bit of staging?! They have also used some great influencer marketing within the video. View the ad here: https://www.campaignlive.co.uk/article/argos-drum-home-partnership/1684684
KFC
Another ‘home made’ ad, this time KFC asked people to send in snaps of their home-made KFC takeaways, with some really great, artistic results. It finishes up with them saying “Thanks for your ideas guys, but we’ll take it from here.” A great re-opening strategy. Take a look here: https://www.marketingweek.com/kfc-reopen-marketing-campaign/
Nationwide
Nationwide have been really great with storytelling through their TV campaigns. This campaign is called ‘voices’, based around a poem. It’s not product-based, more about the story of the bank and what they’re doing. It has actually been going since 2016, but they have ramped up their presence during Coronavirus lockdown. Find out more here: https://www.marketingweek.com/nationwide-marketing-coronavirus-brand-strength/
“The New Normal”
One thing we’ve talked a lot about at OWB, both in our own chats, and on our blog. One interesting article that we read was around “Virtual Offices”, and their place within the creative industry. Some real food for thought here, and something we’ll be looking at in our own business as we slowly come out of lockdown. Read the article here: https://www.thedrum.com/news/2020/06/08/virtually-perfect-will-lockdown-lead-explosion-agencies-without-office?utm_campaign=Newsletter_Daily_EuropePM&utm_source=pardot&utm_medium=email
Virtual Tourism
Lots of museums and hotels have been utilising VR to create tours of their environments. It’s great to see how you can visit places through the use of technology. 45% of global travellers are too scared to travel even once restrictions are lifted, so companies are having to be creative to encourage people to return, and VR could be the key to this. Read more: https://www.hoteliermiddleeast.com/business/117954-how-virtual-reality-could-be-key-to-the-return-of-tourism
Shop re-opening/virtual shopping
How do you feel about the new ‘measures’ put in place by certain retailers, to monitor and restrict touching of clothes and items when browsing?
https://www.marketingweek.com/brands-marketing-reopen-lockdown/
Mamas and Papas are another brand using technology to encourage people to shop, with ‘virtual shopping’… Much like a personal shopping experience, a member of the team will take you around the store (all from the comfort of your own home) to talk parents-to-be through essentials for their baby. Read more here: https://www.essentialretail.com/news/covid-mamas-papas-virtual-shopping/
ALDI are trialling a traffic light system, moving on from the security guard system, to monitor the amount of people in-store and advise when it is safe to enter without the need to staff doors. Find out more here: https://www.which.co.uk/news/2020/06/supermarkets-coronavirus-latest/
Virtual Networking
Shari had her first experience of a Virtual Networking event this week, which will presumably become a ‘new normal’. It was an interesting experience with around 30 people on the call, looking at a presentation, followed by smaller ‘break out bubbles’ for chat and networking afterwards. It was strange, but it is a new world!
Business adaptations
It’s great to read about and see so many businesses who have completely changed their business model in light of the COVID-19 situation.
We’ve found in semi-rural locations that farming businesses are re-modelling and cutting out the middle-man by selling to the consumer direct. This is reducing handling, is better for the environment, and really promotes a ‘local community’ spirit. We love this.
Formula-One have been repurposing their engineers to build ventilators for the NHS while they can’t be out on the track. Brewdog and other drinks companies have switched production to hand sanitiser. We hope that this mentality will carry on post-lockdown.
To help the industry, Belgium are considering launching a campaign asking people to ‘drink one, pay for two’, to help the hospitality sector recover. Although drinking the two drinks sounds better, it is our responsibility to keep these places open if we want them to remain!
A restaurant called Ocean City has come up with an innovative way of ensuring social distancing. Diners are given a rubber ring with a 1m circumference, with a small table in the middle – a bit like dining in a bumper car! Have a look here: https://www.dailymail.co.uk/news/article-8335275/Restaurant-unveils-bumper-tables-wheels-diners-safely-six-feet-apart.html
New trends
Video marketing still remains the go-to medium. By the end of 2020, consumers are expected to watch 100 minutes of video a day. We look at new digital platform tools to help brands connect with customers in our blog, which you can read here: https://www.owb.uk.com/new-tools-being-provided-by-digital-platforms-to-help-brands-directly-connect-with-customers/
