COVID19 - LATINOAMÉRICA - Havas Content ...
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THE MEANINGFUL SHIFT COVID19 - LATINOAMÉRICA
IN MOMENTS OF CRISIS,ONLY IMAGINATION IS MORE IMPORTANT THAN KNOWLEDGE Albert Einstein
We are currently facing unprecedented times, in which the daily
lives of individuals, companies and communities are being totally
disrupted. This has made us reflect on the way in which people
react to these types of events. Regardless of the nature of a
crisis - political, social, climatic and natural phenomena or health
issues - human beings instinctively shift our behaviors and
prioritize our personal and our family’s safety, heightening the
search for information that allows us to feel more in control and
BEING confident of what we are experiencing.
MEANINGFUL Understanding the role that a brand can play in people's lives can
be very useful in these times, especially if we can pinpoint how a
brand can add value; be it from a functional standpoint through its
IN TIMES OF product or service, or by leveraging what’s personally important
to people (facilitating life, make people feel calm with their
decisions …), or through a brand’s role within the collective well
CRISIS being of a community.
At HAVAS, brands that define their strategy through the value
they create are called “meaningful brands”. This is our point of
view on how brands in Latin America have the power to shift their
strategies in times of crisis and gain relevance within our society
when we need them most.
HAVAS LATAM
THE STARTING POINT
REAL
FORCE OF
CHANGE
We cannot cover the sun with one finger: The figures
around COV-19 are a source of worry, and for now,
they will continue to grow.
Strong measures are being taken: social distancing
and self-quarantine are the most visible ones, and are
creating drastic behavioral changes in people. New
Fuente: Ourworldindata.org
habits around intensive hygienic routines, online
shopping, virtual learning and home office are just
some of them. These behaviors are also shifting the
way we interact with content and media, with stronger
consumption of audiovisual content, gaming and digital
platforms.
The relationship between people and brands will evolve
to demand for a more meaningful exchange, creating
an opening for brands to cover new consumption
needs and generate more authentic brand purposes.
PRIORITIZING & CREATING NEW
CONSUMPTION
HABITS
Consumers historically prioritize consumption by sorting products and services:
• Essentials: necessary for survival or perceived as central to well-being.
• Treats: indulgences whose purchase is considered justifiable.
• Postponables: needed or desired items whose purchase can be reasonably put off.
• Expendables: perceived as unnecessary or unjustifiable.
Throughout a major moment of uncertainty, all consumers (except those in the live-for-
today segment) typically reevaluate their consumption priorities:
• Products and services can quickly shift in consumers’ minds from essentials to
treats, postponables, or even expendables, depending on the individual.
• As priorities change, consumers may altogether eliminate purchases in certain
categories, moving them from from one category to another, or substituting
purchases in one category for purchases in another.
Source: Harvard Business Review. How to Market in a Downturn
THE MOST SUCCESSFUL BRANDS
WILL BE THE
ONES 55% 77%
PROMOTING Brands have a more important
role than government in
building a better future for
them.
Prefer to buy brands that
reflect and share their own
values.
A social change, by empowering people to be
responsible consumers, through fresh, innovative
and positive ideas that strengthen the
relationship of trust.
Fuente: Prosumer Report Havas®
The great
LONG-TERM
OPPORTUNITY ‘Surplus’ share of voice generates faster market share growth
During crisis it’s natural that companies opt to cut budgets. While this may be
unavoidable, the harder question to answer is “where to cut?”
Focusing on the customer is what’s truly vital to long-term brand results. This
focus can include all mid and lower-funnel marketing activities, from in-store
customer service to intuitive online consumer journeys.
Maintaining strong experiences for current customers trumps efforts to bring in
new customers when it comes to driving overall demand. Customer experience is
not just a focus during hard times– when customers are more likely to be
judgmental – but should be prioritized during stable times too. When incorporated
into your evergreen business strategy, customer experience will pay in dividends.
Source: Binet, Les and Field, Peter: Marketing in the Era of Accountability, 2007
Companies that cut investment by 50% in a year of crisis, can take up to 2 years
in recover the share of market they lost. Brands that increase exposure in times
of crisis, can win up to 3 times more share of market en the 2 first year of
recovery.
Source: WARC. How to win during and after a recession David Dixon, Sebastian Shapiro and Nicole Wolf, Jan 2020
CHINA •
•
•
Reluctancy to take public transportation
Separation at public spaces (cinema, restaurants)
Schools remain closed
A RADICAL CHANGE OF HABITS •
•
Travel still postponed
Online entertainment, education and shopping continue to
increase.
CONSUMERS • Hygiene products rebounding, people are more aware about
their health
• TV Ratings growing drastically
Media consumption evolution: TV, • Help people feel comfortable with their new reality:
Gaming, Social & OLV are the big • Online learning, entertainment and exercise.
winners. • Live streaming products, demo and even “test drives”
• More online customer support
• Food retail expanding their delivery and drive-thru service
BRANDS • Content and messages focused on consumer overall
wellness and service.
• Short video pieces of content to ensure dynamic updated info
for consumers.
IMPLICATIONS FOR THE FUTURE
• Shopping experience will be increasingly online
• Live streaming will impulse product demonstration, showrooms and sales.
• Older people feel now more confident about online shopping
• Personal hygiene routine will be more thorough.
• More home cooking and eating healthy
• Online merged offline for good in education,
ITALY •
•
Social distancing is mainly between generations to protect
the elderly ones (Italy has the biggest population +65 of the
European Union)
Attending to virtual religious mass
A RADICAL CHANGE OF HABITS • All collective gatherings are cancelled: restaurants, gyms,
schools, cinemas, libraries…
CONSUMERS • Online entertainment, education and shopping continue to
increase.
• Hygiene products rebounding, people are more aware about
their health
• TV Rating are growing consistently
• Online learning, entertainment and exercise.
• Financial companies providing online and phone customer
support
BRANDS • Limited delivery and shopping activity
• Content and messages focused on consumer overall
wellness and service.
• Short video pieces of content to ensure dynamic updated info
for consumers.
IMPLICATIONS FOR THE FUTURE
• Shopping experience and social interactions with elderly people
• Use of online services and shopping will intensify among older people
• Personal hygiene routines will be more intense.
• Online education is rapidly developing
THE ONE
COMMON 85%
Of people believe they
LEARNING have the responsibility to
MAKE A
Nowadays, people are aware that generating positive change is the
responsibility of each on of us, and they expect brands to demonstrate the DIFFERENCE
same level of consciousness and increasing the level of impact they can have Fuente: Prosumer Report Havas®
in society.THE STRENGTH OF “ IN MY HANDS ” Even the most mainstream consumers are changing their consumption habits to more conscious ones, thinking collectively, more responsibly. The question is: What is in YOUR HANDS?
Long Term
MEANINGFUL STATEMENT
๏ New brand version
Mid Term
Latin Americans will resume their daily
LIVE CONTENT lives, but with greater caution. New
habits for hygiene and the use of online
๏Engagement at distance shopping platforms will be established
Extreme absences in the streets
Short Term and public places will be
SMART VISIBILITY accentuated, online shopping will
increase, inventory shortages are
IN
๏Relevance expected for some categories
YOUR
People will be very attentive to
government measures, prioritizing
essential products for the
pandemic and safeguarding
HANDS
household supplies
Guidelines by stage to understand
how brands can lead, rather than
just react to change.
Meaningful Brand
Now Next weeks Evident since JulySmart visibility
MAKE
FAST ✓Activate special offers
✓Re-assign media spend
DECISIONS ✓ Adapt messages in real time
✓Strengthen your social media
✓Focus attention to online channels
Media consumption will change over the next weeks; ✓Give opening to new service channels
and some media will become more cost-efficient
than others. It is time to act without losing a brand’s ✓Design cross-selling communication
north and purpose. Brands may need to reassign ✓Design customized communication
focus from outdoor and print to TV, digital and even
Radio in some markets. Investment should be
coupled with dynamic messaging and new offers that
activate existing brand inventories.HOW THEY ARE
DOING IT
IN THIS FIRST STAGE
Smart visibility
The NT New
Openning Communication Channels
Conscious Consumption Inventories Promotion The transportation company Cabify® opens a
Australian newspaper NT-News® due to excessive purchase of toilet Latin American airline Avianca® offers ease new communication channel for its clients, with
paper decides to print additional pages to help those who have of flight changes and launches promotional personalized messages in solidarity with the
#ToiletPaperEmergency offers to boost flights mid-year crisis✓If you quit or are forced to cancel sponsorships (e.g. LIVE CONTENT
soccer), think of how to communicate within the same
territory ACTIVATE THE
✓Activate creativity in social media based on listening:
culture and interests
CREATIVE
✓Launch streaming / live contents that drive interaction. GENIUS
✓Design new alternatives of entertainment and As the weeks go by and the lockdown at home extends, the
creativity and utility that brands can bring to daily lives will be
conversation based on the product / packaging / well received. There will be more attention and willingness to
share the good and the bad, people will be more connected
through digital, and it will be the time to be audacious, aligned
delivery with the brand purpose.
✓Implement fast-execution ideasHOW THEY ARE
DOING IT
IN THIS STAGE
LIVE CONTENT
Social Media
Content
Online retail company
Mercado Libre®,
adapted its logo,
generating social
conversations
Passion territories / Points
Initiatives on territories like music or sport
generate contents of high engagement at this
stage of quarantine
-Music Festivals from home
-Marbles competitive tournamentAudiovisual (tv) SEARCH
TV consumption will grow particularly Google seems to have the answer to
in content associated with news and "almost everything" what boredom
the prime time slot. entails "games to do with children"
It will increase the consumption of
platforms on demand, and online
movie rental
"what to cook today” and "how not to
kill my husband in one day"
THE
ROLES
RADIO OOH / MOVIE THEATERS
OF MEDIA
Radio in Latin America is very
important, and as it’s well trusted we Without a doubt the most affected in
this stage given sometimes forced
IN THIS
STAGE
expect an increase in consumption of absences in the streets, OOH will have
news content, which will be a leading role in the postpandemia
complemented by online platforms stage where security and trust are key
with all day playlists
HAVE TO BE ADAPTED
LIVE CONTENT
SOCIAL MEDIA PRINT
There will be a greater “anxiety" to be It is a medium that is linked to physical
connected and not feel separated from contact, making sealed products key. it
the world. Particularly for those who has a great challenge of reinvention as
live alone or have small family nuclei, it information will be consumed mostly
is an escape from confinement digitally.MEANINGFUL STATEMENT
REDEFINE ✓ Evaluate the meaningful purpose of your brand
✓ Activate product / innovation labs
PURPOSE ✓ Be open to media that were on the sidelines (outside)
✓ Focus your gaze on touchless technologies
Once this reality has been established in the psyche of Latin
American society, people will expect transcendent changes in
brands, significant contributions in a context that will be
✓ Reactivate multimedia visibility
economically and emotionally affected.
People will return to the streets, cinemas, shopping malls,
✓ Activate content in key territories for your brand
bars, as an effect of freedom, and it will be an opportunity to
redefine the purposes beyond the functional benefits and
reactivate means that by forced effect were on the sidelines.
✓ Design offers (post-lockdown) TAT channel will be keyHOW THEY ARE DOING IT IN THIS STAGE MEANINGFUL STATEMENT Meaningful Production Product Innovation As part of a social re-definition, the beer LVMH® will produce anti bacterial brand Brewdog® decided to make hand gel to distribute among hospitals in sanitizer at their distillery in Scotland. A very France. innovative and relevant cross-selling.
Brand Short Term Medium Term Long Term
Visibility SMART VISIBILITY LIVE CONTENT MEANINGFUL STATEMENT
Expected reactivation with
higher volume of personalized
Contention: Opportunity for brand messages, focused on younger
Last minute promotions building with content to help audiences affected by the
to decrease inventory. you feel entertained at home quarantine.
Proceed with caution (bring the vacay to people’s Opportunity to emphasize the
and messages of home), and content to plan establishment of new and
TOURISM conscious consumption your next trip modern health protocols in the
brand’s communication
With the devaluation of
local currencies, it may Shift media strategies to more
be an opportunity for Brand building opportunity efficient purchasing models in
higher tier segments to showing involvement in order to minimize shrinking sales
be purchased prior to society, especially for those margins for importers. Digital
AUTOMOTIVE price increases with local factories becomes even more relevantBrand Short Term Medium Term Long Term
Visibility SMART VISIBILITY LIVE CONTENT MEANINGFUL STATEMENT
New habits in the use of
digital banking instruments
Opportunity to generate
will give the opportunity to
closeness with content
generate more personalized
that supports savings Evolution of consumption of communication in order to
and financial planning, digital banking with contribute to higher-value
encouraging conscious contactless payment
FINANCIAL products for those who need
consumption mechanisms them.
Telcos gain even more
relevance in people's lives at The brands that become
the start of telework. more human and close
Opportunity to demonstrate during this process will
preparation and infrastructure. Brand building through home have the opportunity to
entertainment products and generate personalized
Their involvement and support content. Greater relevance in content and decrease
TELCOS to government entities to stop packaging offers churn in a more cost-
the pandemic becomes key efficient way.
when evidencing their
contribution in society.Brand Short Term Medium Term Long Term
Visibility SMART VISIBILITY LIVE CONTENT MEANINGFUL STATEMENT
Conscious consumption
Supermarkets
& Drugstores
Opportunity to position Product / packaging
messages to ensure innovation
supply, and hygiene to brands by demonstrating
their involvement and Great opportunity to
build trust. Innovation in innovate in OOH to
contactless purchasing contribution in society
exemplify role during the
models with a digital focus crisis
RETAIL Promotional messages Innovation in the use of
to reduce inventory, media and content creation Reactivation of mass retail.
internal digital
Other
to generate greater proximity, Remembrance and
transformation with brands that have a promotion strategies will be
processes for online genuine social or key to achieve re-activation
sales entertainment purpose of the sectorBRAND CHECKLIST
GUIDELINE
NO-PANIC CHANGES NO-UNIQUE SOLUTION TRIGGER INNOVATION
It is a moment to make A, B, C & D It's time to activate product
Readjust and make decisions fast, but development / innovation teams, it can
not panicked; don't lose the track of plans. Prepare multiple scenarios with
your agencies generate long-term changes
the brand
CREATIVE DRIVEN PERFORMANCE THE NORM MEANINGFUL STATEMENT
It is a time where creative innovation Focus efforts where it really makes Take the time to redefine the purpose of
must play an important role: genius sense, some media will become more the brand, in a context that will leave an
over need cost-efficient affected societyCOMPETITION
MAKE US FASTER;
COLLABORATION
MAKES US BETTER
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