Post on 07-Jan-2022
EDGES COVID-19 SPECIAL EDITION
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INTRODUCTIONWe are living through an unprecedented time, and as we collectively make every effort to keep ourselves safe and healthy, it is a critical time to also do the same for our businesses and brands.
Here we'll bring you the latest COVID-19 cultural triggers and trends that are shaping our brands an industries so that you can jump into cultural conversations and be part of a global phenomenon.
We also bring you the best marketing initiatives from around the world to serve as knowledge and inspiration on how to keep your brands active, and navigate this unusual crisis.
Amongst the difficulty, there are plenty of reasons for optimism as we see many examples of unity and creativity flourish in the most unique and considerate way.
Thank you.
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AGENDA
COVID-19 CULTURAL TRENDS & BEST MARKETING INITIATIVES IN ASIA
COVID-19 ACTION PLAN FOR BRANDS
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COVID-19 CULTURAL TRENDS & BEST MARKETING INITIATIVESASIA, 30 MARCH - 6 APRIL
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An Edge is a cultural shift or cultural value where brands can identify insights and opportunities to play into.
Edges provide direction on emerging and evolving cultural, consumer and category behavior.
What is an Edge?
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OUR APPROACH Since the coronavirus outbreak, culture has been changing at un unprecedented pace. The following report captures the top 8 Edges currently coming to life through COVID-19, with a thought-starter to inspire brand action.
CUSTOMER LOVE DIE-VERSIFICATION
ADS FOR GOOD
BUSINESS RE-PURPOSED
REAL VIRTUAL BRAND GANGS WE’VE GOT YOUR BACK
IN THIS TOGETHER
COVID-19 is putting8 edges in the limelight
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Brands that put caring for their existing customers over making new sales.
MB Marketing &
Business
FM Finance &
Money
G Government
Customer ❤ Before Sales
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01
Brands using (or donating) paid ad space for public safety and health messaging.
MB Marketing &
Business
Ads For Good
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02
FD Food &Drink
FR Fashion &
Retail
Brands that repurposed their businesses to help produce desperately needed supplies. Particularly PPE and hygiene products for frontliners.
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Business Re-Purposed
FR Fashion &
Retail
03
FD Food &Drink
• Global trend in alcohol brands and fashion retailers pivoting their businesses to produce hand sanitizers.
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“Pivot or die” is less of a strategy and more of an ultimatum. Brands are eking out a new lease on life by diversifying their offerings into entirely new industry sectors. We coin it “Commercial Darwinism.”
Die-Versification
FR Fashion &
Retail
Te Tech
04
FD Food &Drink
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Brands that are reimagining their physical experience virtually.
Real Virtual
FR Fashion &
Retail
FM Finance &
Money
Te Tech
05
• Asian trend in online bars, virtual clubbing experiences and fashion shows.
Competitors, come together. Brands are joining forces around shared industry challenges and good causes where they can have a greater collective impact. 53% of consumers think brands can do more to solve social problems than governments. Imagine what an entire industry could accomplish? 21st-century brands are built on collaboration. Rethink the enemy and gang up for good.
MB Marketing &
Business
FM Finance &
Money
G Government
Brand Gangs
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• Strategic partnerships made among brands to combat COVID pendemic.
06
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Brands that extend support beyond their immediate company to help people/organizations that form part of their wider distribution network.
We’ve Got Your Back
FR Fashion &
Retail
FM Finance &
Money
Te Tech
• FMCG giants are making donations and providing guided help for those affected in their communities.
07
Copyright 2020 TBWA\
In This Together
Pe People
MB Marketing &
Business
Te Tech
Brands that encourage their communities to do the right thing.
• Social media platforms are encouraging and educating customers to take the right actions.
08
COVID-19 ACTION PLAN FOR BRANDS
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Crisis Can Be A Catalyst For Positive Change
A post-COVID world offers an opportunity for brand disruption and innovation to meet a different consumer and marketplace than before.
Evaluate The Customer Journey For Your Brand’s Products And
Services During And Post-COVID And Assess Gaps And
Weaknesses.
Employ A Data Collection And Creation Strategy Designed To Better Understand Customer Needs.
Partner And Collaborate With Other Brands, Businesses And Individuals
To Look For Innovative Solutions In The Re-Building Of Economies
And Industries To Drive Impactful Change.
Focus On Providing Specific And Targeted Support, Utility And Resources That Address And Remove Pain Points.
COVID innovation
Join the frontline
Free for now
Shared Workforce
Signs of solidarity
Help scaled
New trans-parency
Home schooling
No-one left behind
Preview : COVID-19 EDGES Changing A World In Crisis
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Want to find out more? Join our Disruption Clinic mail list for weekly newsletter
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Contact : Dan Paris Regional Director - Business Development
dan.paris@tbwa.com
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