tbwasg edges covid special edition v1 [final]

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?

Copyright 2020 TBWA\

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


01

https://mothership.sg/2020/04/sia-cabin-crew-work-hospitals/

https://www.youtube.com/watch?time_continue=3&v=uw7s50HEWJA&feature=emb_logo&fbclid=IwAR3fgHQor9WBj5EsInPwdNmCIMKnZ_LwTevtFcPpI-KmGb_KgM3OeD1gdPo

https://campaignbriefasia.com/2020/04/03/bmw-shares-words-of-encouragement-in-a-letter-to-the-year-2020-created-by-juice-network-beijing/

Brands using (or donating) paid ad space for public safety and health messaging.

MB Marketing &

Business

Ads For Good


02

FD Food &Drink

FR Fashion &

Retail

https://adage.com/article/cmo-strategy/ab-inbev-diverts-sports-and-entertainment-spending-coronavirus-aid-releases-one-team-ad/2246381

https://www.youtube.com/watch?v=ZEcHrFkqrpM

https://www.foodnavigator-asia.com/Article/2020/03/31/Going-off-air-for-COVID-19-Coca-Cola-Philippines-cancels-all-commercial-advertising

Brands that repurposed their businesses to help produce desperately needed supplies. Particularly PPE and hygiene products for frontliners.


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.

https://www.foodanddrinkbusiness.com.au/news/covid-19-qld-alcohol-producers-fuel-sanitiser-supply

https://talkbusiness.net/2020/03/pernod-ricard-gearing-up-to-produce-hand-sanitizer/

https://twitter.com/abinbev/status/1241800581360111620

https://sg.news.yahoo.com/estee-lauder-start-producing-hand-162200980.html


“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

https://www.japantimes.co.jp/news/2020/03/21/national/women-underwear-maker-toyama-bras-masks/#.Xov7v9Mzau4

https://says.com/my/news/myburgerlab-is-paying-their-staff-to-help-senior-citizens-and-oku-with-their-errands


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.

https://www.scmp.com/lifestyle/fashion-beauty/article/3076650/shanghai-fashion-week-alibaba-live-stream-all-runway-shows

https://www.thedrinksbusiness.com/2020/03/jd-com-launches-online-clubbing-campaign/

https://www.todayonline.com/8days/seeanddo/thingstodo/clubs-closed-party-online-home-first-its-kind-zouk-and-razer-collab

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


• Strategic partnerships made among brands to combat COVID pendemic.

06

https://venturebeat.com/2020/03/28/who-and-game-companies-launch-playaparttogether-to-promote-physical-distancing/


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

https://www.ingka.com/news/ikea-grants-e26m-to-protect-the-health-and-livelihoods-of-communities-co-workers-suppliers-and-consumers-impacted-by-coronavirus/


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

https://twitter.com/tmtpostenglish/status/1220330751356366849?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1220330751356366849&ref_url=https://www.businessinsider.com/wuhan-coronavirus-douyin-tiktok-launches-feature-to-help-fight-virus-2020-1

https://www.engadget.com/2020-03-31-snapchat-lenses-social-distancing-coronavirus.html?mc_cid=05f1b6d8e8&mc_eid=62618d20c7

https://covid19musicrelief.byspotify.com/en-us

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

[email protected]

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mailto:[email protected]?subject=

https://mailchi.mp/e849d6de839d/the-disruption-clinic-4382619

tbwasg edges covid special edition v1 [final]

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