Flash back on the 8 week ReStart Live Series

Today,  Conversation Highlights of the first LIVE: “From Infection to Inflection : Navigating the New Normal” with CNN, Dentsu Aegis Network and Jaguar/Land Rover, which took place April 22

  “From Infection to Inflection : Navigating the New Normal”  

“Luck is when preparation meets opportunity”

“There are really three things that sums up consumers attitude towards Covid-19 : They are responsible, resilient and ready to resume.” 

  • Consumers in China have really taken a safety-first approach when it comes to how they interact with each others.
  • When it comes to being resilient, I’ve never seen a level of solidarity like we have seen in China. In terms of isolation, people really used modern tech to stay in contact and support each other.
  • Consumer confidence has stabilized here in China : In fact, 53% of people say that the economy is going to rebound in the next three to five months.”

“About brands’ attitudes, we see three things : presence, efficacy and utility.

  • When times are good, you should advertise and when times are bad, you must advertise.” Dentsu questioned 150 top brands and marketers. Only 1% of them stopped their advertising, when 17% maintained or increased their spend in ads.
  • Efficacy, this really is about targeting the consumer in the right medium. The latest buzz phrase is about in-home advertisement.” Not surprising when we see that, during the lockdown, Smart TV usage time increased by 76mn per day, viewers tuned in 7,3 hours a day, 42% of people increased their use of online learning platforms.
  • “ Utility is targeting the consumer not only with the right messaging but with a helpful messaging as well. The best brands are certainly the most compelling, that will deliver empathic messages

Watch example of KFC distribution and Cowell Pharmacy business model : 12”00 – 12”55

“ When it comes to Consumers attitudes towards brands, It’s important that we track how consumers attitudes evolved across the past quarter. We can see how consumers have reacted, with shifts in perception across quality, value, purchase intent, word of mouth, awareness, value and satisfaction.”

“ Including data around resumption rate and consumer spends level tells when best to communicate. At a macro level, the data is quite encouraging: both the manufacturing and services index bounced back with a V-shaped recovery in March, essentially coming back to their pre-Covid levels (…) Spends level helping us identify demand levels as well. While majority restrictions have been lifted, retail spending has not yet returned to normal with March total retail sales at – 15.8% Year on Year (-20.5% in January)

“ Marketers that will do well will be the one that are looking to set themselves up for the long term. And advertising has a long term impact on sales. Dividing marketing expenses and having price promotions on the short term usually damages brand values. Brave marketers are the ones that really will use the opportunity to win the hearts and minds of consumers “

“From online streaming to unforgettable offline product experience, from e commerce demand creation to offline deal cutting. I think that’s the new norm of marketing in the coming years”
Paul HU, Marketing EVP, Jaguar/Land Rover

“To cope with the crisis and the extreme conditions, we’ve taken 11 actions.

  • In the first 10 days, we implemented a series of sanitization measures to ensure that we have a total safe environment and worryless purchasing experience.
  • Enhance hotline service as well as other digital services and virtual showrooms.
  • We have also made our first livestream followed by 8 others in the company of key opinion leaders which actually performed well : they attracted nearly 3,6 million viewership within just 10 days. So we are really encouraged by the effect of the digital live stream videos.
  • All our dealers open the smart showrooms (…) These Special showrooms are VR based and the customers can see the car from exterior and insider in 3D environment.

Watch these operations  : 14”00 → 19”24

Embracing the power of livestreaming to facilitate ‘Discovery’

  • The launch of the new Land Rover Discovery Sport had been planned for months but with offline events and auto shows cancelled, Land Rover moved the launch to  entirely digital experiences with a 30 hour live broadcast on Douyin (China’s Tik Tok)
  • Planned and executed in just 14 days, the launch brought together 300 KOLs to tell the story and history of Discovery and enabling viewers to see, comment, interact and even purchase. 

The pandemic has changed our shopping behaviour, the consumer are more and more used to purchase more expensive stuff online. It will become usual to do online shopping even for expensive products like cars.

“ Whilst we’ve seen unprecedented declines in travel as a result of covid-19, we will no doubt see unprecedented surges in travel when things reopen.”
Tini SEVAK, VP Audience & Data, CNN IC

As sales and business performance started to see declines, many marketers across the globe started to review their media mix and strategies.
Various surveys from the DAN (Dentsu Aegis Network) study in China to Marketing Week in the UK indicate that markets are looking to stop spending (7% in China), delay campaign, or pause new product launches (55% in the UK). Whilst this is not a comparable situation to anything else, there is evidence and proof to show that brands should keep advertising during downturns. Brands that stop spending on advertising and ‘go dark’ will see declines in brand awareness and relationship metrics as well as purchase measure. . Analysis by Kantar Millward Brown proves that 60% of brands that ‘go dark’ see a negative impact on brand relationship metrics, losing.

Brands have a critical role to play in easing people’s concerns, sense of isolation and foster a sense of confidence and optimism. A recent GWI survey across 13 markets showed that outside of China (56%) there are high levels of concern about the covid-19 virus situation in people’s countries and rising as this situation continues ranging from 71% in Germany to as high as 98% in Japan. In the span of two weeks concern levels in the UK rose from 77% to 87%.

What is clear is that in times of uncertainty people want facts and information. This has been an unprecedented time for media consumption and news consumption across all audience segments and regions. Less than 50% of those globally survey approved of brands running “normal” advertising campaigns which aren’t linked to coronavirus with 20% expressing disapproval. That being said, in a time when values are valued over 80% of those surveyed said they approved of brands running campaigns that show how they are responding to coronavirus / helping customers. Furthermore, nearly 90% of people approved of brands sharing practical information/ tips to help deal with the situation.

Watch How brands should communicate to their audience during these times : 25”33→ 26”18

Travel behaviour has massively changed as countries go into lockdown. What will change will be the motivations and mindset of travellers. People are not booking flights quite yet, they are looking for inspiration and aspirations of where to travel. Trends suggests that we won’t return to normal in the short to medium term. When things do return, we are likely to see the following:

  • Social distancing when travelling
  • Air filters and quality will be a new feature for airlines
  • Sanitisation will be extremely front of mind
  • Flight schedules will change to allow for more cleaning measures of planes
  • Airlines will seek ways for travellers to use their personal devices for IFE (inflight entertainment)

We will see three types of travellers’ post covid-19.

  • Jump Straight In
  • Taking one step at a time
  • Staying on the side-lines

Watch explanations on who are these travellers: 34”45→ 36”55

“ The longer this global lockdown last, the more extreme each group will become” . 
The key now more than ever, is the message and getting the timing right. The issue is the ‘right answer’ is constantly shifting. Staying close to your most valued consumer is more important than ever before. Whilst they may not be booking trips, that doesn’t mean they are nothing thinking about travelling. On CNN, despite people not being able to travel, we have seen an increase in audiences and user engagement.

Pushing ‘travel now’ is not the time but there are still opportunities to maintain SOV (Share of Voice), be visible in the right way and build brand equity : Get the tone right ; Collaborate & Coordinate ; Show Don’t Tell:

This is when a brand’s values and purpose will truly shine. Once this 2-6-month window is over, everyone is going to be vying for the hearts and minds of travellers.

  • Think outside of the box: This is an opportunity for brands to reimagine, reshape and reinvent their product and experiences for audiences to drive long-term value.
  • Develop the Recovery Plan: For destinations, recovery is not going to be a one-size-fits all. It’s going to be uneven and will be a function of: Strictness and timing of lockdown, Healthcare systems and infrastructure, Weather, Luck.




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