When the coronavirus crisis erupted with an increasingly global reach in mid-March, companies and brands had to make quick decisions regarding their marketing and advertising strategy. Many were paralyzed and only a few pioneers launched special campaigns in those early days that appealed to what was happening. The campaigns all had in common a will to feel good and were committed to transmitting unquestionable values, such as the recommendations to stay at home. At first, those ads were striking because they were unique. No one was advertising related to the coronavirus.After the first weeks, more and more brands and companies joined the strategy of using advertising normally (that is, launching ads) but doing it with a different theme (the ads were focused on the moment in which they were found and the messages were linked to the context). It did not matter which brand went or in which sector it operated, the tonic of the advertising ended up being the same. The ads were committed to emotions, contact with consumers and solidarity. If there were heroes in the ads, they were workers from essential sectors.

The important thing, the underlying message of all those ads, was that we were all in this Monaco Email List together, brands and consumers.Those ads were very positively received, because what consumers wanted was just that. Studies and analysis made it clear that consumers expected brands to engage, bond with them, and show that everything they had said over the past few years about values, principles, and more was true. You only have to think about the background of those ads to understand it.But of course those were the first two phases, quite logical and quite common in all the steps that brands take. First the early adopters began, then the brands that saw the change followed and finally all the others joined. After the first two action streams, more and more ads began to appear, which impressed less and connected less with the audience.

The coronavirus announcements had become a cliché . The phase that is coming, therefore, is that of mutation. The life cycle of emotional and emotional coronavirus advertising could be about to end, giving way to new advertising . Will humorous advertising be the one that is about to arrive?The future of coronavirus advertising The answer is that it is complicated. Analyst data continues to bet on emotions and, above all, on a very rapid flow of changes to respond to the equally changing flow of consumer emotions.According aim analysts Unruly and as stated Clickz , consumers want companies to continue advertising (only 2% believe that a pause should be done in full publicity) and want emotions.Emotions, experts say, are more important than ever in advertising right now. Of course, emotions must be woven very fine.

Right now, what consumers want is happiness and inspiration. 49% of consumers actually want ads to make them feel happy. And, given that millennials are one of the most affected by the indirect consequences of this crisis, possibly adapted and specific messages for this group.But it is true that although emotions are what matter now, perhaps they will not be so much in the future or what connects with consumers will be completely different emotions.Not only brands must be aware that “coronavirus fatigue” has been on the rise in a brutal way, but they must be listening to consumers at all times and adapting their messages, also doing it as quickly as possible.

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