There’s nothing like a crisis to get the creatives working overtime and there have been some really clever advertising and social media campaigns launched around the world.
Here are my top five favourites at the moment.
1. Brand : Hun
Campaign – Wine in a can
A big favourite with festival goers, Hun was going to be an exclusive partner with many music events this year. Unfortunately now that they are all cancelled Hun needed a way to keep the brand alive.
This tongue-in-cheek outdoor campaign acknowledges the questionable decision to run advertising on billboards and digital poster boards that not many people will see. This campaign demonstrates the strength in investing in a new approach. For consumers missing their wine bars, pubs and festivals right now, they can still enjoy a glass of wine at home. This ad demonstrates the power of marketing investment in a crisis.
A reminder that sometimes all you need is a clever angle and a little bit of dry humour.
2. Brand: CARLSBERG
Campaign– Adopt a keg
This caught my eye for many reasons. Yes, I miss the pub too. Launched in Denmark this clever bit of marketing captures the mood of Danes who miss going to their favourite local bar. Carlsberg was keen to support its pubs by asking Danes to “adopt a keg”. People could fill their adopted keg virtually and exchange it for real beer in real bars when they reopen.
3. Brand: BIRDS EYE
Campaign – What’s for tea?
Reaching people across TV, social media and via the Birds Eye website, the “So, what’s for tea?” content ends with an invitation to visit the ‘Helpful Ideas’ and ‘Life Hacks’ sections of the website. There are a games and colouring-in ideas, family activities, meal-planning tips and recipe ideas to inspire them. Social media content will encourage people to share their own tips and hacks with each other. The sites will be regularly updated with new content.
4. Brand: PADDY POWER
Campaign : Darts from home
Love a bit of darts. Paddy Power launched ‘Darts from Home’ in which players and sports stars went head-to-head from their own homes. All they needed was a darts board.
5. Brand: VERVE
Campaign : 20-second soap
How clever is this. Verve created a bar of soap that lasts just twenty seconds. Just the right amount of time to wash your hands properly as advised by governments and health officials around the world. No need to sing happy birthday twice anymore.