We’ve spoken a lot over the past two months about the importance of brand perception and what brands ‘should’ or ‘shouldn’t’ be doing with their marketing activity during the pandemic. Today, whilst we are still sailing through uncertain times, we shine some light on companies who we think have positioned their marketing just right during the COVID-19 crisis.
Whether it has made us smile, feel all the feels, or have done something for the greater good, here are some campaigns that we really liked:
EE – Kevin Bacon
EE launched a campaign with brand ambassador Kevin Bacon, announcing that NHS workers who are on EE will receive unlimited data until October 2020. The actor, who is normally known for his witty EE ads, starts off with a serious message, talking directly into the camera.
“Hello UK, hope you’re staying safe. Normally I would be making a joke, but not today.” He continues: “NHS workers, this is all about you. EE is here to serve you with unlimited data until October, just go to this website and enter your NHS email.” The ad then closes with “We’re clapping for you, we’re rooting for you but, most of all, we’re thankful for you.”
The campaign makers of this ad have really understood how serious the outbreak is and have adapted their brand messaging & tone accordingly and could help consumers to be more favourable towards EE than other mobile operators.
Coca-Cola – To the Human Race
In aid of International Workers Day, Coco-Cola launched a message celebrating all the positive that has come out of the COVID-19 outbreak, despite the negative representation at the beginning of the crisis. The video shows real people making a positive impact, from key workers fighting the virus to people re-united. The message conveyed is that there is hope and this will come to an end. The music used is ‘Super Heroes’ by the Script adding to the positive message.
Budweiser – Wassup
Budweiser’s 1999 TV ad Wassup has been revamped. The original TV ad has been updated with a new audio recording that encourages people to check in with their friends during the COVID-19 outbreak as many people living alone feel lonely in isolation.
The opening shot sees an actor answering a very dated landline phone with “Just having a Bud in quarantine’’ whilst they check in with other friends. The ad finishes with ‘Bud supports Buds’ and then the #TogetheratDistance rolls in – the campaign is amplified on social media channels. This campaign really put a smile on our face as it is light-hearted but still encourages people to check in with mates.
Metropolitan Museum of Art, New York
With no visitor revenue, the Met has taken a different approach in order to stay in people’s minds… Their #MetTwinning campaign has seen people re-create their famous artworks with incredible results – it has certainly given people a creative outlet whilst self-isolating! Some of our favourite images, taken from the Met’s Instagram feed, are in the gallery below.
Which have been your favourite lockdown ad campaigns? Let us know and we’ll highlight them on our social feed!
Whilst the COVID-19 outbreak has proven to be challenging for companies, the above highlights the brands that have successfully adapted and are doing something for the greater good of humanity. If you are looking to adapt your brand during the outbreak speak to us today.
