Digital experiences are a critical engagement tool during the coronavirus pandemic, and business-to-business marketers especially should be embracing tools such as Zoom, LinkedIn Live and Google Hangouts to livestream events or conduct webinars, writes Airship's Mike Herrick. Experiment with data-driven digital customer experiences, create human connections by being personal and "above all focus on being helpful and handy," he writes.
Havas Chicago created a social distancing public service announcement campaign that stars Chicago Mayor Lori Lightfoot taking on personas, such as "The Analyst," "The Baker," and "The Astrologer," to explain why adhering to the stay-at-home order is so important. The campaign was shot in Lightfoot's home and Havas Chicago's Marianna Ruiz says, "This type of campaign is the reason I'm in this industry: bringing a compelling message to life in a fun, engaging way that will (hopefully!) resonate with people to make a real difference."
Lowe's is encouraging people to #BuildThanks by creating DIY signs expressing appreciation for first responders during the pandemic and displaying them in their yards, and sharing images on social media. The push directs consumers to a dedicated site where they can find guidance and inspiration to help them build signs from things they might already have at home and the brand is investing $100 million to support employees, communities and customers.
Doner's 30-second TV and digital spot, "Better Days," for Fiat Chrysler replaces the automaker's ads for its brands and promotes its 84-month zero-percent interest loans for new purchases that can be made entirely online. The spot is set to OneRepublic's "Better Days" track, which was written and recorded while the band was in quarantine following exposure to the coronavirus.
Johannes Leonardo's "Lighthouse" spot for MassMutual uses the oldest lighthouse in the US, Boston Light, to symbolize resilience and endurance during the coronavirus pandemic. "MassMutual was built to weather this storm -- we will continue to stand by our customers and policyowners to help them secure their future and protect the ones they love," says MassMutual's Jennifer Halloran.
Multicultural marketing agency IW Group tapped into Asian American influencers who have experienced harassment and hate incidents during the coronavirus crisis to create a campaign called "#WashTheHate." No brands are tied to the social campaign that includes actors Celia Au and Tzi Ma, and IW Group's Telly Wong decided to skip sponsorship to speed the process, saying: "This is such a politically charged topic. That's one of the reasons we decided, 'Hey, let's just go out and do something.'"
JCDecaux ANZ's in-house creative team crafted a series of ads to be displayed among its network recognizing and applauding doctors, nurses, pharmacists, teachers and other workers in Australia. The media firm is also partnering with Broadsheet Media on an out of home campaign for each capital city demonstrating restaurants' pivot to takeout and a promotion for charity R U OK? with mental health messaging.
Digital displays, projectors, media players and other equipment don't come with an expiration date, but there are simple ways to determine when they need to be replaced, writes Bradley Cooper. He outlines key considerations from experts such as brightness, technical standards, ease of repair, general shelf life and whether it does its job disseminating information in a way that meets consumer expectations.
Brands are editing their out of home messaging to engage with consumers on timely issues with restaurants promoting delivery and curbside pickup, "essential businesses" touting their services and government operations and nonprofit encouraging healthy practices and blood donation, writes Ken Klein, senior vice president of Government Affairs for the Out of Home Advertising Association of America. One Midwest roadside business temporarily covered its billboard and witnessed a 10% drop in sales, he writes.
YouTube is readying to launch a short-form video feature, which is expected to emulate TikTok. Shorts will be offered within YouTube's app and enable users to utilize the platform's licensed music library to create and upload videos.
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