FROM DARK TO LIGHT Marketing Beyond COVID-19 - Havas Group Singapore COVID-19 POV - Havas Creative
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Havas Group Singapore COVID-19 POV FROM DARK TO LIGHT Marketing Beyond COVID-19 April 2020 Singapore
“These are indeed unprecedented times for marketers
who are facing suppressed demand with planned activities
almost completely derailed.
CEO’S NOTE However, as the Chinese word “危机” implies,
in every crisis therein also lies an opportunity.
Hence, it is important that we look beyond
this temporary dark phase and towards the light
at the end of this COVID-19 tunnel.
This will ensure we are best placed to capitalise on the rebound
once the market recovers. And if past crises have proven anything,
it’s the fact that this too shall pass.
In this special insight piece, we attempt to shed light on the
behavioural, cultural and media consumption shifts due to COVID-19
and what marketers can do now and near-term to mitigate lost ground
and posture for recovery.
Jacqui Lim We hope you will find this information useful in your business
CEO of Havas Group Singapore
and communications planning.
In the meantime, stay safe and healthy from all at Havas!”
Havas Group Singapore COVID-19 POV
Behavioural Shifts
A
Shifting norms creates
new behaviours
Looking at reported behaviour during this crisis
Havas Group Singapore COVID-19 POV
Behavioural Shifts
73% of Singaporeans fear contracting
the COVID-19 virus as of 3 April.
% of people in 73%
Singapore who
say they are ‘very’
or ‘somewhat’ scared
that they will contract
COVID-19.
51%
Havas Group Singapore COVID-19 POV Source: YouGov Intl Covid Tracker
Behavioural Shifts
Singaporeans concerned about
global outbreak, but more worried
about local outbreak.
Level of concern about Global outbreak Level of concern about Local outbreak
Havas Group Singapore COVID-19 POV Source: GWI COVID-19 Research | 31 Mar - 2 Apr 2020
Behavioural Shifts
54% Confident that we have what it
takes to emerge from a recession
Consumer sentiments on Singapore's ability to come out of an economic recession in the next 12 months
Consumer sentiments for most of 2019
has been subdued at 89 in Q4 of 2019.
Yet, post-COVID-19 outbreak, Singaporeans
are confident that if the country slips into
a recession we will be able to recover within
12 months. This is a reflection of all the positive
measures being taken by the government with
its Stimulus and Resilience Budgets.
Havas Group Singapore COVID-19 POV Source: Nielsen COVID-19 Dipstick in March 2020
Behavioural Shifts
Behaviour
adjustments
Reduced visits to bars
/ cafes / restaurants
Purchased extra household
supplies
Trips cancelled,
crowded places avoided. Purchased extra food
/ drink supplies
Decided not to attend parties
However, social mingling and / social gatherings
visits to bars and cafes indexed Changed the times at which
below global average during you commute / travel
survey period. Cancelled planned trips
within your own country
Cancelled planned trips
to another country
Avoided public transport
Avoided crowded places
Havas Group Singapore COVID-19 POV Source: GWI COVID-19 Research | 16-20 March 2020
Behavioural Shifts
Holidays, entertainment
and luxury items are amongst
most delayed purchases.
Havas
Havas Group
Group Singapore
Singapore COVID-19
COVID-19 POV
POV Source: GWI COVID-19 Research | 31 Mar --2 Apr 2020 Question: Have you delayed purchasing any of the following, as a result of the coronavirus / COVID-19 outbreak?
Cultural Shifts
B
Identifying topics of interest
in uncharted territory
Using our AI tool, Quid, to identify shifts in culture
Havas Group Singapore COVID-19 POV
Cultural Shifts Powered by
The COVID-19 outbreak has led to re-adjustments The world’s first contextual AI tool that extracts
in behaviour, and has in turn shifted culture. meaning from any written content, Quid plugs in to
Here we attempt to identify these changes by identify top topics and trends for us to build a data-
deciphering cultural codes online employing driven content strategy.
Artificial Intelligence.
Employing a Boolean algorithm with Covid-related
terms, a network with 4,889 stories was created that
represents the current landscape. The AI tool
segregated these stories into meaningful clusters
and within them and one specific cluster was further
split into 5 meaningful sub-clusters (comprising of 115
stories) that represents the behavioural shifts
transpiring in culture.
Havas Group Singapore COVID-19 POVIdentified in Singapore with Quid
Macro Topics
Scdf Paramedics (0.20%)
The Straits Times (2.2%)
Strong Us Dollar Override Stimulus (3.0%)
News & Content Clusters 4,889
Japan Cruise Ship (2.6%)
Singapore Economy (2.5%) ● The Resilience Budget Measures 4.7%
Wuhan Virus (1.4%)
China Malls (2.4%) Singapore Airshow (1.2%) Mosque Event (1.2%)
China Flights (3.0%) China Virus Death Toll (4.4%) ● COVID-19 Test Samples 4.5%
China Red Cross Controversy (2.5%)
Home & Habits
● China Virus Death Toll 4.4%
COVID-19 Test Samples (4.5%)
(2.4%) ● Sports World 3.9%
COVID-19 Effects & Symptoms
(3.3%) ● Confirmed COVID-19 Cases 3.8%
Budget Measures (2.9%) General Election (1.4%)
Pm Lee Hsien Loong (1.8%) ● Imported COVID-19 Cases 3.5%
Sports World (3.9%) Confirmed COVID-19 Cases (3.8%) ● COVID-19 Effects & Symptoms 3.3%
The Resilience Budget Measures (4.7%)
Secondary School Students (2.2%) Face Mask Scams (0.84%) ● China Flights 3.0%
COVID-19 Alert Level (1.9%)
COVID-19 Safe Distancing Measures (2.2%)
● Strong Us Dollar Override Stimulus 3.0%
Havas Group Singapore COVID-19 POVCultural Shifts
5
Cultural 46% Food & Delivery
Shifts 27% Mindfulness
Observed
% indicated showed volume
23% Diet & Exercise
of content generated around
13%
each sub-topic related to
Coronavirus in Singapore,
Workplace Flexibility
with Food & Delivery taking up
the lion’s share.
10% Distancing
Havas Group Singapore COVID-19 POV Source: QuidCultural Shifts
1 Food & Delivery
of Singaporeans would eat at home little
50% or more often compared to pre-outbreak (38%)
Source: Nielsen "COVID-19 Where consumers are heading?" Study March 2020
An emerging
Adapting is the only option for eateries The food industry as we
today. They can’t change the crisis know it will probably be forever
new frontier. but they can and have shifted their
operations; from hopping onto the
transformed. Delivery is now
a permanent part of the landscape,
delivery bandwagon to creating ready and brands will need to better
to eat meal kits. define those relationships.
Similarly, the pandemic is also Food choice will present itself
impacting the way we eat. Home- as a whole new world. The future
cooked, healthier and safe food will be one where delivery is necessary,
options are now preferred and more safety is a baked-in concern, and the
choices are available for delivery; ability to scroll through diverse offerings
from high-end to quick service, will be the baseline to be part of the
Havas Group Singapore COVID-19 POV Source: PYMNTS dining in has never been more exciting. marketplace.Cultural Shifts
2 Mindfulness & Anxiety
With stricter controls
The home is now an epicentre With increasingly tighter
of stress, with uncertainty looming measures, people are actively
come anxiety and in the background and nothing
for company but isolation and
searching for content and activities
to unwind, destress and maintain
the greater need uncertainty. It's no wonder that
people are actively seeking content
mindfulness with. Brands have the
opportunity here to be a part of this
for normality. around mindfulness, relaxation and
overall mental well-being.
larger conversation.
Havas Group Singapore COVID-19 POVCultural Shifts
3 Diet & Exercising
The rise
Staying at home means there’s A new normal geared towards
less activity, no walking to your being more physically active may
of the sedentary, colleague's table or out for lunch.
Consumers are therefore searching
be achieved in a post-COVID-19
world. Brands have an opportunity
an inevitable for home workouts and exercises
and healthy recipes.
here to re-examine how they can
motivate consumers in support
outcome? of their new lifestyles.
Havas Group Singapore COVID-19 POVCultural Shifts
4 Workplace Flexibility
WFH – boon or bane?
Working from home promises unsure how this impacts the bottom-line.
convenience, time saved from This confusing dynamic of working from
commuting, reduced work distractions home causes work and free time to bleed
and food deliveries with the comforts into one another, leading to an increasingly
of home. Small businesses save on stressed and exhausted workforce.
overheads and rent. If benefits are
this obvious, shouldn't we see Collaborative work and conferencing tools
widespread implementation? are being put to the test
with WFH set ups. This is a crucial
Yet, there are downsides. We aren't as those who can successfully
sure if we're at home or at work, adapt can see significant upsides
our workplace interactions have in a post-COVID-19 world –
been limited to screens and we are still a permanent shift to a WFH culture.
Havas Group Singapore COVID-19 POVCultural Shifts
5 Distancing
Observing social-
In a time where people are told to “Physical distancing” is a more
stay apart, the message is easily appropriate call-to-action and
distancing doesn't misconstrued for people to be
socially unavailable. It is now that we
a positive behaviour enforcer.
In an environment of uncertainty,
mean we should need each other more than ever –
which is why sociable behaviours
the need for social, communal
and neighbourhood spirit has never
be socially distant. need to thrive in these adverse
times, online, from a distance or even
been greater. How can brands help
connect people in fresh ways that
from a window or balcony. transcend physical distance?
Havas Group Singapore COVID-19 POVMedia
C Consumption
Shifts
Havas Group Singapore COVID-19 POVMedia Consumption Shifts
Changes in media activities
Singaporeans are spending more time watching news, on messaging apps and watching
videos. They are also more likely to read newspapers and listen to radio during this pandemic.
Four media shifts were also observed.
Havas Group Singapore COVID-19 POV Source: GWI COVID-19 Research | 31 Mar --2 Apr 2020Media Consumption Shifts
4
Media
Shifts AV takes centre stage
Observed Escapism at home
Work connectivity matters
Rise of homebody economy
Havas Group Singapore COVID-19 POVMedia Consumption Shifts
1 AV takes centre stage
With new government restrictions, there has been an increase in both linear
and streaming TV viewing. Almost 1 in 3 Singaporeans reported higher viewing for both.
% who has been watching more linear TV by country % who has been watching more shows/films on streaming services
(e.g. Netflix) by country
63
70 61
58
53
55
53
51
43 42
46 46 39
43 43 42
35
32
35 30 31
32 32 32
21 21
AU BR CN FR DE IT JP PH SG ZA SP UK USA AU BR CN FR DE IT JP PH SG ZA SP UK USA
Havas Group Singapore COVID-19 POV Source: GWIMedia Consumption Shifts
Record-breaking views
on national broadcast
meWATCH in March 2020
Record-breaking 1.7M unique video viewers
Digital network traffic in March 2020
Half-billion pageviews with more than 60M unique visitors
(3.5 times that of March 2019).
Of this, CNA achieved new traffic records with over 50M unique
MediaCorp
visitors and 378M page views – which is about 4x more users Channel 8 premiered
with nearly 5x more pageviews compared to the same month last year. a new 15-min
exercise series
for silvers called
Primetime news bulletins across all TV channels and languages
Get Fit with Me
Significant ratings increases of 50% to 150%.
Havas Group Singapore COVID-19 POV Source: MediaCorp, 1 April 2020Media Consumption Shifts
2 Escapism at home
People are now at home 24/7 so it is imperative to find ways to escape.
Mobile and gaming are playing even more important roles locally.
% who say they’re spending more time using the following devices % who say they’ve been spending more time
since the start of the COVID-19 outbreak by country on computer / video games by country
100%
48
90%
Mobile
80% 41 41 40
39 39
70%
32 32
60% 29
50% 24 25
Smart TV/Media streaming services
21 20
40%
30%
Smart speakers
20%
10% Game console
0%
AU BR CN FR DE IT JP PH SG ZA SP UK USA AU BR CN FR DE IT JP PH SG ZA SP UK USA
Havas Group Singapore COVID-19 POV Source: GWIMedia Consumption Shifts
3 Work connectivity matters
Majority of the workforce is now working from home; however there’s
a desire to keep connected, updated and maintain productivity levels.
% who say they would live-stream conferences/talks by country Local Google searches for group call services spiked since February led by Zoom
700 ZOOM SLACK TEAMS SKYPE
41
600
500
27
26 400
25 25
24
22 22
21 300
20
17
16
200
11
100
0
Jan Feb Mar
Slack: (Singapore) Microsoft Teams: (Singapore)
AU BR CN FR DE IT JP PH SG ZA SP UK USA
Skype: (Singapore) Zoom Video Communications: (Singapore)
Havas Group Singapore COVID-19 POV Source: GWI /GoogleMedia Consumption Shifts
4 Rise of homebody economy
With Singapore under circuit breaker mode, it is vital to tap into
the new homebody economy through content marketing as consumer’s
investment in home-related activities and personal development is rising.
Singapore Google searches over past 3 months
Cooking recipes 90
80
Home based learning
70
Home Exercise
60
50
40
30
20
10
0
Jan Feb Mar
Havas Group Singapore COVID-19 POV Source: GoggleNear-Term
D Strategic Shifts
What Marketers Can Do Now
& In the Near-Term
Havas Group Singapore COVID-19 POVNear-Term Strategic Shifts
Near-term strategies
BE
LOCK IN GO
MEANINGFUL
● Demand ● Contactless ● Create
● Rates ● Live ● Donate
● Attention ● Virtual ● Support
Havas Group Singapore COVID-19 POVNear-Term Strategic Shifts
Lock in demand
Advertising competition & CPM Upon Market Recovery
Many retailers pushing back ad campaigns Anticipate increase in competition and cost of advertising,
and initiatives so ad competition and CPMs leverage on owned media (customer database) with eDM
are therefore at an all-time low or SMS to re-engage prospective customers
1
Re-engage
cart abandoners and
Drive online customers who did not Drive to offline
eCommerce sales purchase online retail store once
immediately footfall recovers
2
Re-engage
customers who downloaded
eCommerce No expiry vouchers promo vouchers via SMS,
email or retargeting
promo code for offline purchase
sent via SMS
Leverage on the customer data
1 2 collected and “consumer demand”
Function 1 Function 2 committed to secure future sales
Special eComm promo Offer in-store digital
(collect mobile details Online ads emphasising promo voucher (collect
mobile details and email)
and email) brand value w/ 1 digital
promo voucher w 2 functions
Capture data now; Re-engage later
Staying competitive till market recovers
Havas Group Singapore COVID-19 POV Source: SKALE.TodayNear-Term Strategic Shifts
Lock in rates
Secure now; utilize later
COVID-19 Packages
Mediacorp
Business Stimulus Package
Principal-based buying Long-dated Leverage “survival Moove Media x XCO
for digital or offline gratification: packs” rolled out Twin Titans Package
inventory: Negotiate to Offer credits or vouchers by publishers for cost
buy at preferential rates without expiry dates efficiency; with full
SPH x Mediacorp
now for use later to redeem later fluidity to shift campaign Hari Raya Joint Package
period and media types
Clear Channel
Relief Packs
Havas Group Singapore COVID-19 POVNear-Term Strategic Shifts
Lock in attention
Make stay-at-home experiences more rewarding
Stuck at home, you can still explore the zoo An unlikely star of the quarantine era:
or aquarium with your kids as part of home “Dalgona Coffee”. The DIY coffee drink –
based learning. Hippos, otters and penguins a mixture of coffee, sugar and hot water
can be viewed through webcams, virtual tours served on top of cold milk - has become
and “home safaris.” a “thing” you have to create at home.
Monterey Aquarium gave visitors a virtual look Related posts and videos about
at its colorful sea creatures via free live camera the beverage are currently going viral,
streaming. Animal lovers can zen out to jellyfish particularly on social media.
or watch penguins waddling in their habitat.
To hijack this trend, HL Milk developed
With the COVID-19 outbreak and large numbers a simple, easy to follow video recipe
of workers and students homebound, daily on how to create the drink. The video
viewership has gone up more than eight-fold has been viewed more than 75,000 times
Havas Group Singapore COVID-19 POV numbering the thousands. at time of writing.Near-Term Strategic Shifts
Go contactless
Design for contact free experiences
In the US, Lexus pulled all of its regular ads in Closer to home, Domino's Pizza launched
favor of a COVID-19 response campaign called its "#TogetherApart" campaign, with the aim
“People First” that used the voices of dealers. of supporting the fight against COVID-19.
The effort directed viewers to a website The campaign sees the company
listing ways the brand is responding implementing zero contact delivery
to the pandemic, including financial and takeaway services.
incentives such as payment deferrals
and dealer services including social-distance This is to enable social distancing between
inspired programs that allow buyers to shop its staff and customers, and give customers
online and have vehicles delivered to their peace of mind when using Domino's Pizza
homes free of charge. food delivery services.
Havas Group Singapore COVID-19 POVNear-Term Strategic Shifts
Go live
Tap into at-home media & behavior
Cloud Clubbing: Livestream sessions Virtual Wet Markets: Selling locally caught
by music labels and clubs trying to replicate products via livestream to a captive audience
the clubbing experience remotely.
With fewer people making the morning trip to
Following government mandated shutdown wet markets, poultry and seafood sellers have
of all entertainment venues, Zouk joined taken to livestreaming to sell their produce to
forces with Razer and live-streaming platform a wider pool of potential customers.
Bigo Live to host a virtual clubbing experience
on Razer's Bigo Live channel. Freshcatch Seafood located at Ang Mo Kio
does Facebook Live six mornings a week
The first live stream took place end March and attracts up to hundreds of viewers.
and featured popular nights, from One Dance
to Sin City and Crowd CTRL, as well as guest Facebook users participate in the auctions
appearances by local DJs Farah Farz, by joining the live stream and bid for items
Havas Group Singapore COVID-19 POV ParaMercy, and Doppelgangerz. by posting in the video’s comment section.Near-Term Strategic Shifts
Go virtual
Integrate within virtual environments
Chipotle Mexican Grill in the US hosted One of the results of COVID-19 has been
a series of daily "Chipotle Together" sessions the massive uptick in video conferencing,
on video conferencing site Zoom with and Audi has launched a collection of virtual
celebrity guests and as many as 3,000 fans. backgrounds that can be used on such apps
like Zoom to ride on this trend.
Each day, the brand posted a link to the
virtual hangout on its @ChipotleTweets On these apps, users can digitally alter what
account on Twitter. the others involved in the conference see
behind them on the screen.
Chipotle's virtual hangouts on Zoom are
a novel way to bring people together as they Besides avoiding showing that messy room
practice social distancing to reduce the of yours, you can show the office your taste
likelihood of spreading COVID-19. in cars while ensuring high brand visibility.
Havas Group Singapore COVID-19 POVNear-Term Strategic Shifts
Be meaningful: Create
Meaningful content to inform and entertain
YouTube launched #StayHome #WithMe In India, Dettol launched a TikTok
to stress the importance of adhering challenge aimed at getting more people
to social distancing guidelines during to wash their hands.
the COVID-19 pandemic.
The brand created an unique song that pairs
From Cook With Me to Clean With Me, with the hashtag #HandWashChallenge.
Jam With Me and Study With Me, YouTube The hashtag filter has a branded Dettol strip
attempts to use video to help people learn, across the top with the hashtag and named
entertain and thrive. the steps to wash hands.
The site’s #StayHome channel also carries Users can dance out the steps to the
a series of PSAs featuring its creators challenge and share it with their friends.
to encourage people to stay home and The campaign started with several
participate in activities with them. TikTok influencers and Bollywood actors
Havas Group Singapore COVID-19 POV participating in the challenge.Near-Term Strategic Shifts
Be meaningful: Donate
Media space, ad budgets or production capabilities
With travel on hold, United Airlines UK independent brewer BrewDog begun
decided to donate its media space booked making hand sanitisers at its distillery amid
for its spring campaign to Unicef. shortages driven by COVID-19 fears.
Instead of canceling the media buy, out-of- In a tweet by its founder, the company
home ads worth $100,000 were donated. said it will give away the “punk sanitiser”
called BrewGel for free to local charities
The ad that ran featured Paddington Bear, and community rather than sold.
a longtime partner of UNICEF and its
postcard donation drive. The move came after Verdant Spirits
announced it will stop producing gin
and start making 400 litres of the gel instead.
Havas Group Singapore COVID-19 POVNear-Term Strategic Shifts
Be meaningful: Support
Stay-at-homers, communities and frontliners
Optus rolled out a campaign to help While Havas Republica’s client, Sedano’s
Australians stay connected as the world Supermarkets, was struggling to keep up
faces lockdowns. with demand, another client, Cuban
restaurant chain Versailles/La Carreta,
“Here to Help” asked Australians to introduce were looking at laying off staff across
themselves to neighbors and share what 12 restaurants due to mandated shutdown.
they can help with during these periods
of self-isolation. To help with Sedano’s Supermarkets’ demand
for temporary staff, Havas struck a deal to fill
The work suggests ways to help one another those positions with out-of-work employees
including picking up shopping, prescriptions from Versailles/La Carreta. This quick deal
and mail or a friendly phone call. overnight saved 400 local jobs and drew
together two long term clients amid the
COVID-19 crisis, impacting local communities
Havas Group Singapore COVID-19 POV in a meaningful way.Summary
Cultural Shifts Media Shifts Strategic Shifts
Food & Delivery AV takes centre stage 1 Lock in
Mindfulness Escapism at home Demand • Rates • Attention
Diet & Exercise Work connectivity matters 2 Go
Workplace Flexibility Rise of homebody economy Contactless • Live • Virtual
Distancing 3 Be meaningful
Create • Donate • Support
Havas Group Singapore COVID-19 POVTo be meaningful,
ACT WITH
PURPOSE. Brands who can pivot with purpose
will emerge stronger.
Due to changing consumer and media consumption
behaviours, brands need to adapt swiftly to continue
building their equity during these dark times.
Smart negotiations can go hand-in-hand with creating more
meaningful content to reward, inspire and help consumers
in Singapore’s fight against the COVID-19 virus.
You may not be able to cure COVID-19, but look around
your business; You may have enough to play your part.
Havas Group Singapore COVID-19 POV #bettertogether #SGUnited“It is often in the darkest skies that
we see the brightest stars.”
Richard Evans
To find out more get in touch
strategy.sg@havas.com
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