As restrictions are lifted and lockdown loosens to an extent, the leisure, hospitality and retail industry (oh and not forgetting hairdressers and barbers – team OWB have been sporting some wild lockdown tresses!) are safely welcoming back customers to help inject that much-needed boost back into the economy. However it is by no means “business as usual”, with safety being a priority for many brands and companies, in an attempt to build customer’s confidence again.
Our wonderful client Rybrook have had to adapt to Covid having implemented advanced measures to ensure the safety of their customers and their team, as they’ve reopened across a number of their individual car dealerships. OWB popped by to catch up and see what exact measures they have put in place to put customers minds at ease. Have a little look here: https://youtu.be/ejhKai6SRfI
However, despite restrictions this doesn’t mean brands have lost their creative flare, as lockdown loosens, for now some brands have welcomed back customers with open arms (from a social distance) attempting to capture a new audience and bring back loyal customers.
Carlsberg supports local businesses “welcome back to the pub”.
As pubs have reopened (we’ve certainly been craving that first pint back at our local) Carlsberg welcome back consumers with a campaign to capture our nostalgia for pints, whilst ensuring that their tone was in line with customer sentiment.
“Taste even better when we’re together? Probably,” is the tagline. The advert follows three friends as they escape the mundanities of lockdown and are finally reunited in a beer garden and of course enjoying a Carlsberg.
The brand’s UK Director of Marketing Emma Sherwood-Smith (marketingweek.com,2020) has explained that the foundation of the advert was all about, “tapping into the mood of the country.” Carlsberg conduct daily polls to make sure that their marketing activity is in keeping with consumers’ frames of mind. She explained, “The tone when we first started was about tales from the pub but over time as that sentiment was changing as people were starting to look forward more and thinking about the things they were going back to”, we changed our messaging to reflect the mood.
A ”Love My Local” digital platform has also been created which inspires pub-goers to support their pubs in a “safe and responsible” manner.
Watch the relatable advert here: https://www.youtube.com/watch?v=sYelOPOH5Kw
TUI welcomes back holiday makers campaign.
Although some of us will stick to staycations in the UK, some restrictions have been eased in certain countries giving us the option to go on holiday abroad, in an attempt to open up the struggling travel industry again to an extent.
TUI is hoping to renew confidence as the travel sector gradually reopens with a multi-million pound campaign aimed at inspiring holiday nostalgia, and help consumers look forward to something. The Welcome Back campaign prompts customers to remember what it’s like to be on holiday (oh how much we are all craving this right now!), helping us to picture dipping our toes in the pool, sea or embracing the sunshine.
Customer research helped to bring these scenarios to life in the campaign, as TUI asked consumers what they were most looking forward to when lockdown ends. Have a little look at the video here: https://www.youtube.com/watch?v=2f7yKhBPrS4&feature=youtu.be
Deliveroo’s Reunion Soon campaign.
Many brands are looking to support their local restaurants, bar and pubs, with the government trying to safely reignite the hospitality industry by offering “eat out to help out” vouchers to help small businesses thrive.
However, the likes of Deliveroo are also trying to do their bit, offering further support for their restaurant partners with a “Reunion Soon” campaign to welcome back dine-in customers, encouraging Deliveroo customers who order delivery to also visit restaurants for dine-in.
Brands opening thoughtfully.
Brands may be tackling their reopening strategies differently, however all are trying to offer a taste of excitement, yet still trying to put their customers’ wellbeing at the heart of the campaign, being respectful of customers’ fears and reassuring them.
For many brands, not just retailers, the aim now is to strike the right tone and balance between advertising that they’re back in business but assuring customers it’s safe to visit them – cautious customers are watching closely to see exactly how they’re communicating!
If you too are looking to keep your brand light burning and win or bring back customers by shifting your focus, then get in touch with OWB today andy@owb.uk.com. #BeReadyForTheUpturn
