The best campaigns emerging from covid-19.

Across the last few weeks, we have witnessed televised, online and social content and advertisements generated by various local or global companies around the world to express their measures during the coronavirus pandemic.

 

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This phenomenon is not totally unheard of. According to a recent study:

  • 37% of consumers say they have recently purchased items from a company because of their creative or compassionate response to the Coronavirus outbreak.
  • 71% of respondents said they would lose trust in a company that is profiting from the crisis.
  • 65% of respondents believe companies with a proper reaction to the crisis will have a better chance to engage with customers in the future.

Here are some of the campaigns that have caught our attention over the last few weeks.

(Make sure to download the complete report for the extensive list).

Retail

Social distancing measures adopted by government entities across the world are observing a slow-down in the production and consumption of goods. Companies with online shops are facing an increasing number of challenges.

Online shopping consumption is higher than usual, but the ressources remain scarce and hard to find, as delivery delays have become a norm in the e-commerce industry. While some companies are experiencing anxiety and panic in the light of the crisis, others have decided to attack it head on.

Here is an analysis of worldwide Google search trends related to retail in the last 90 days:

  • +37% Bicyles
  • +43% Hardware
  • +55% Running shoes
  • -29% Swimwear
  • -36% Shopping mall
  • -24% Shoe shop

New Balance

New Balance has adapted their production line in the last few weeks towards the mass creation of protective masks in the hopes to provide for the increasing demand of medical gear in the United States.

  • Their goal is to produce 100,000 items every month starting mid-April.
  • To do so, they are using materials typically used in the fabrication of shoes, such as shoelaces and show fabric.
  • The creation of the prototype took 3 days.

Bigarade

Bigarade is a Quebec-based company specializing in the production of quality bedding. The company prioritizes the use of organic and natural materials, as well as local production. It’s founder, Geneviève Lorange, has recently launched a line of medical masks with the campaign “made with love in Montreal”.

  • The masks are made with resistant and breathable filters.
  • They can be reused up to 50 times and are machine-washable.

The masks are now available for pre-order. Essential services will be prioritized.

Food & beverage

Social distancing measures adopted by government entities across the world are observing a slow-down in the production and consumption of goods. Companies with online shops are facing an increasing number of challenges.

Online shopping consumption is higher than usual, but the ressources remain scarce and hard to find, as delivery delays have become a norm in the e-commerce industry. While some companies are experiencing anxiety and panic in the light of the crisis, others have decided to attack it head on.

Here is an analysis of worldwide Google search trends related to the food & beverage industry in the last 90 days:

  • +11% Tin cans
  • +55% Flour
  • +47% Groceries
  • +25% Vegetables
  • +31% Recipes
  • +40% Loaf of bread

IGA

IGA has launched an awareness campaign across the province of Quebec to encourage people to help each other by respecting the safety instructions intended to protect us. The campaign also encourages people to shop online and locally to minimize contact between consumers and their groceries.

  • IGA had to set up a virtual waiting list due to increased traffic to their online grocery service.
  • Stores are currently experiencing a significant increase in home basket deliveries.

Tim Hortons

From free TimBits to free shipping, Tim Hortons is working harder than ever to remind consumers that they are always open and functional. The company did not go unnoticed, however, when it announced that it would not be distributing “Roll Up the Rim” cups this year. Nonetheless, the popular annual contest is available on the Tim Hortons mobile app.

Free delivery is offered via Uber & SkipTheDishes for all purchases over $15. *For a limited time only.

Real estate

With isolation measures in place across the country, finding a new home is now more difficult than ever. Visits are, for the most part, only permitted virtually or simply discouraged.

While we have seen an increase in real estate demand across Canada compared to previous years (spring being the strong season of the year), we are now experiencing a sharp slowdown in the market and increasing concern about the economic challenges to come.

Here is an analysis of worldwide Google search trends related to the real estate industry in the last 90 days:

  • -30% House market
  • -14% Real estate
  • -25% Property
  • -28% Montreal – Property
  • -28% Toronto – Property
  • -15% Vancouver – Property

RE/MAX

RE/MAX launched a video campaign on social networks with the mention “Together, we will rise above” where we can see a hot air balloon, the emblem and the logo of the company, in a cloudy sky. The real estate company also shared tips on social media on how to be a good neighbor during the pandemic.

  • In order to protect its employees and the public, RE/MAX encourages virtual visits and virtual presentations to limit contact.
  • RE/MAX is represented by more than 4,000 brokers, who are still available despite the crisis.

Services

While the majority of services are on pause, some companies have continued their activities by adopting various security measures. Despite the current pandemic, some of the most affected businesses are taking advantage of this break to address the situation.

Here is an analysis of worldwide Google search trends related to the service industry in the last 90 days:

  • +47% Delivery
  • -27% Travel
  • -17% Design
  • -58% Hotel
  • -20% Theatre
  • -18% Insurance

UberEats

UberEats has launched a visual campaign to support the restaurant industry across the United States and Canada. They encourage restaurateurs to join the Uber network and citizens to use the app to have their meals delivered.

  • Delivery charges have been removed for more than 100,000 independent restaurants in Canada and the United States.
  • UberEats is committed to keeping the fixed cost for partners as such, without any price increase.
  • UberEats has offered more than 300,000 free meals for first responders in Canada and the United States.

Kijiji

Kijiji, the online retailer, has decided to promote the message of safety in the face of the crisis. Its online banners with the message “It takes a village to flatten the curve” are part of the company’s intention to minimize the impact of its activities on the spread of the virus.

  • Sellers and buyers are asked to disinfect their items according to Health Canada standards and to wash their hands before and after any transaction.
  • The sale of health care masks, disinfectants/hand gel, disinfectant wipes and toilet paper is, since March 13, 2020, prohibited on the website in order to curb users with malicious intentions.

Finance

The recent layoffs and economic challenges felt across the world have left many homes and businesses without sources of income. In fact, since the start of the pandemic, more than one million people have lost their jobs and have applied for EI benefits.

The financial services industry have stepped up and offered their support services to Canadian investors at this critical time. Measures include the reduction of interest rates on credit cards, the cessation of the rise in interest rates for customers who cannot pay their minimum credit balance, the abolition of fees for checks or pre-authorized payments without funds, and so on.

Here is an analysis of worldwide Google search trends related to the finance industry in the last 90 days:

  • +32% Economic crisis
  • +11% Trading
  • +12% Stocks & investments
  • +14% How to make money
  • +31% Layoff
  • +23% Wealth management

Desjardins

Desjardins has launched a campaign to highlight their relief measures for members and corporate clients in support of the many impacts of the COVID-19 pandemic. The company invites its members to contact them for a case-by-case analysis. Here is a list of their current offers:

  • Temporary review of the financing conditions on lines of credit.
  • Temporary reduction of interest rates (10.9%) on credit cards and a deferral of payment.
  • Free psychological consultation for members of group insurance and their families.

National Bank of Canada

To address the challenges caused by COVID-19, the federal government has established an Emergency Account for Canadian Businesses (CUEC). This program allows small and medium-sized businesses (SMBs), as well as non-profit organizations (NPOs) to obtain an interest-free emergency loan until December 31, 2022. Here are some of their current promotions:

  • Up to $40,000 in emergency loans.
  • Interest rates reduced to 0% until December 31, 2022.
  • $10,000 refund exemption, subject to conditions.

Automotive

The COVID-19 outbreak has had a significant impact on the automotive industry.

  • 80% of automotive and related companies report that Coronavirus will have a direct impact on their 2020 revenues.
  • 78 percent of companies do not have enough staff to run a full production line.

More than 80% of the world’s auto supply chain is connected to China. There were early concerns over a disruption in Chinese parts exports and large-scale manufacturing interruptions across Europe. In the US, assembly plant closures are also adding pressure to the global supply base.

Furthermore, because most of the world is in confinement (already 3.9 billion as of early April 2020), gas prices have plummeted due to the decrease in the use of transportation methods (such as airplanes and personal vehicles). People who used to drive their car to and from the city to get to work no longer need to take them out of the driveway since most are working from home.

Here is an analysis of worldwide Google search trends related to the automotive industry in the last 90 days:

  • +47% Gas prices
    • Peak on April 20th, News of the price per barrel lower than $0.
  • -31% Buy a car
  • -50% Rent a car
  • -12% Automobile repair shop
  • -22% Car auction
  • -26% Car wash

Honda

Honda surprises us with a clever TV spot filmed entirely at home. The 35-second video, directed by Memac Ogilvy, follows a mini model of Honda Civic 2020 on the run inside a home, with the mention: “Until we drive again”, at the very end.

  • The television spot was entirely written, directed and edited from the director’s house.
  • To view the video, visit Ads of the world.
  • In North America, Honda made the decision to donate $1 million to help those struggling to afford food in these times of crisis.

Jeep

Jeep, in partnership with Cummins & Partners, has launched a brilliant campaign in Australia to promote exploration from the comfort of the home. Whether it’s a journey through television, the discovery of a new artistic talent or the making of a new recipe, Jeep now invites people to explore their home. The campaign has been launched in several countries.

  • The video spot is part of a larger campaign originally created for Fiat Chrysler Automobiles entitled “#StayOffTheRoad”, which includes the participation from Ram, Dodge, Chrystler, Alfa Romeo and Fiat.

Cosmetics

Since January 2020, the market of global cosmetic products has shown declining results in the growth rate. Due to the lockdown situation going on across the globe, cosmetic manufacturers had to shut down their production units as a result of the labor shortage. Additionally, numerous cosmetic stores were also shut down as the result of the COVID-19 pandemic.

It is no surprise that COVID-19 has had an unimaginable impact on the cosmetics and personal care industry. However, people seem to be dealing with this sector in a completely different way. We have seen the terms “DIY” and “homemade” emerge in popularity due to the closure of many services we used to have on a monthly, weekly or even, in some cases, on a daily basis.

Here is an analysis of worldwide Google search trends related to the finance industry in the last 90 days:

  • +32% Clipper
  • +41% Hair dye
  • +12% DIY haircuts
  • -55% Nail salon
  • -26% Hairdresser
  • -52% Spa

Dove

Dove, well known for their fight for the beauty of women in all forms, launches a new campaign highlighting the beauty of frontline health workers in the fight against COVID-19, their faces marked by wearing masks on a daily basis.

  • Dove Canada donated $1 million worth of personal care products to Canadian healthcare workers.
  • Objective of the campaign: convey the message: “Beauty is courage”.
  • Globally, Unilever (who owns Dove) will also contribute $153 million to the fight against the pandemic, through donations of soaps, sanitizer, bleach and food.

Listerine

Although there is still no known treatment for COVID-19, many have questioned whether it is possible to reduce the risk of infection, and Listerine asked themselves the same question. Listerine has been shown to have antiviral effects, but these only apply to oral bacteria. Nevertheless, Listerine takes advantage of its notoriety to resonate the message for good personal hygiene during these times.

  • An advertising campaign has been launched to encourage people to adopt good hygiene habits.
  • On their website, Listerine also encourages people to inform themselves and follow the advice of the World Health Organization.

Public services

The impact of COVID-19 in the business world is undeniable. The Government of Quebec, the Government of Canada, municipalities and several departments and agencies have taken important measures to help families, employees and businesses affected by the impact of the virus. They must also redouble their efforts to ensure that the most updated information on the situation is accessible at all times.

Here is an analysis of worldwide Google search trends related to the public services industry in the last 90 days:

  • +39% Government help
  • +32% When will shops reopen?
  • +74% Unemployment
  • +27% Internet church
  • +34% World Health Organization
  • -60% Transit

Quebec Government

The Government of Quebec is launching the “Protecting yourself, it saves lives” campaign to encourage people to adopt good behavior to prevent the spread of Coronavirus. Amongst the various measures, there are:

  • An online campaign promoting good hygiene practices, such as coughing in your elbow, throwing out tissues, washing your hands, keeping your distance and staying at home. Each of these publications redirects the reader to the informative section of the Government of Quebec website on the Coronavirus.
  • A number of factsheets for parents, people affected by the virus, people who have been in contact with affected people, pregnant women, and the general population.

Make sure your campaign messaging is up to date.

We invite you to share with us how we remain #StrongerTogether.

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