For brands and companies, the coronavirus crisis has forced them to readjust what they do and how they do it. This implies, among many other adjustments to respond to the new needs of consumers, changing their marketing and advertising strategy.In this last area, the announcements have had to be modified as the weeks passed to fit not only with the climate of the moment but also with the fears of the citizens and with the sanitary recommendations.That is, the advertising has had to fit not only in theme (with all those special announcements launched these days) but also in substance.

It is this last point that companies are working on right now and making modifications. Campaigns Christmas Island Email List should not only be sensitive to the moment, but they have to fit with the mood of the consumers and with how they are behaving at the moment.As in the weeks of confinement, consumers confessed on social networks that it “made them strange” to see characters in movies and series behaving as normal before the pandemic (for example, kissing, shaking hands with unknown or being in large crowds of people), now the images of the brands must fit with what the consumer is experiencing. Advertising must fit the social moment.That means changing not only the stories but also what is directly seen in them.

Ads must follow certain guidelines and avoid certain scenarios and contexts that will clash with what they are experiencing.At Digiday they spoke with a creative agency, Mustache, about what the background of the ads should look like and about the changes they are making in their advertising content and in the campaigns they are preparing for their clients. The adjustments, in the ads, are similar to those that consumers make in their daily lives.No unsavory behaviors For this reason, and although the ads live in a parallel reality (and sometimes use images recorded before the pandemic), the images used must begin to take into account the reality of the moment and the undesirable behaviors.

Therefore, in the world of advertising, you also have to wear a mask and maintain social distance. This means ads with fewer people and the disappearance of certain behaviors and activities.Thus, for example, in that agency they are eliminating scenes with elevators, putting the protagonists of the ads to share vehicles or those that showed deliveries in person. This last example is linked to an ecommerce ad. The pre-crisis message showed a delivery man happily leaving the product. Now, the ad eliminates that direct contact and puts a voiceover talking about security.The voice-overs, although they are not a visual element and are not “forced” by social distance, are also experiencing readjustments.

The tone of the message is also changing and it is being less humorous (although, it should be added, a trend in coronavirus advertising is being that of the return of humor to advertising, or at least taking it all in a more relaxed way) .On the subject of masks, advertisers are trying to add them to their ads and content. This sometimes involves using retrofitting techniques. As the agency explains to the British media, in post-production they add masks to the different characters in the ads, who go from being without them to wearing them.Although here they should thread very fine so that the result is efficient and credible. Carefree, for example, added a mask to Jesús Caller in a campaign and the result was crucified by Internet users.

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