Our lives have changed because of COVID-19 and with it the way we perceive and react to advertising.That is why, during confinement, brands have had to choose the approach with which to communicate their messages. It should be noted that advertising investment between January and May has dropped by a third in our country.Carat and Toluna conducted a study in June 2020 with a sample of 2,400 interviews, which revealed data on the focus and impact of 15 advertising campaigns * and the results in relation to their viewers.During the confinement, the brands have had to weigh whether to continue with their campaigns, change or adapt them, or stop them. Carat and Toluna have established these four approaches: Capitalize , campaigns that focus on remembering the historical values of the brand by being relevant to the exceptional situation we are experiencing.Adaptive , campaigns that adapt the messages and pieces to the current crisis situation.Go ahead , the communication that the brand had been doing is maintained.Remove , companies that have eliminated communications since the alarm state started and because of the new situation.Recognition of the effort to adapt to the context .
The campaigns encompassed in Capitalize and Adaptive are more widely recognized for the effort French Polynesia Email List they have made to adapt to the context experienced, the Adaptive campaigns being the most recognized with 80% and Capitalize with 78% . Both brands with established brand values and those that have adapted their messages have reached more consumers. The three brands with the highest recognition within these two categories are Samsung with 92%, Monetarist 89% and Bank inter 89%.Assessment and positive impact of all communication options Despite the drop in advertising investment, it should be noted that all the campaigns analyzed have obtained a very positive evaluation. Aspect that is linked to the proximity of the messages as all consumers are in a common situation. Stand again Samsung, Movistar and Bankinter to be campaigns that have obtained a more positive assessment.
This acceptance by consumers of the different pieces has caused a positive impact on the brands. This impact translates into an improvement in the brand image, with Bankinter leading this ranking with 70% Positive impact on call to action (CTA)The improvement in the opinion about the brands has as a consequence an impact on the so-called CTA, which implies a positive predisposition towards considering buying / hiring these brands, which, in the short term, may be converted into sales of the products or services.The two approaches that achieve the most positive indicators in this regard are Capitalize and Adaptive, and the campaigns that have generated the most interest have been Bankinter with 74%, Samsung with 72% and Ecoembes with 69%.
In conclusion, we can end by saying that advertising has been a companion that has helped citizens to cope with this situation of confinement and fear, and that especially those brands that have chosen to transmit closeness and support, either with their brand pillars, or adapting to this context, they have emerged strengthened, a result that is clearly reflected, for example, in the Bankinter campaign.Methodological noteThe study has been carried out under the LAB Test methodology, showing a piece to each interviewee, with a base of 800 interviews for each type of communication, which makes a total of 2,400 interviews with people from all over Spain over 18 years of age.