FRUKT Sessions #003: Communicating in a Downturn
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Transcript of FRUKT Sessions #003: Communicating in a Downturn
Communicating in a Downturn > Key Learnings & Themes
Communicating in a DownturnKey Learnings and ThemesFrukt Sessions March 2009
Communicating in a Downturn > Key Learnings & Themes
The Dreaded ‘R’ Word – But History Suggests Spending is Vital
To Cut or Not to Cut?
StudiesRonald S Vaile (1940s)Media Advertising When Your Market is in a Recession (1982)Malik PIMS (2001)
BrandsKellogg vs Post (The Great Depression)Procter & Gamble - Crest (1950s)Burger King (1970s)BMW (1970s)Renault - Clio (1990s)
Communicating in a Downturn > Key Learnings & Themes
Don’t Slash Budgets – Momentum is Key
Heed the advice, but don’t simply throw money at advertisingLandscape has shifted – media space is cheaperConsumers are questioning and deliberating purchases more than everThey are also increasingly wary of brands Financial brands in particular are under intense public scrutiny
Communicating in a Downturn > Key Learnings & Themes
Aviva – Big Campaign, Big Backlash
Pissing away a fortune to pay those greedy pigs is good for reputation? The ad makes me puke.
Typical Norwich Union - waste money on spin whilst diddling its policyholders insurance is boring and my point is who really gives a shit was they are called? and why waste millions on payouts to greedy celebs who have enough money for many generations of their family
It is so disgusting that this company pays these "fat cats" a fortune just to advertise their change in name, who cares if their name has changed?
still a boring insurance company, and the celebs greed is horrendous, shame on you ringo, bruce, alice, and tranny.
Dreadful grasping company.. pathetic returns; endowment shortfalls; reattribution rip-off; swinging staff cuts; exporting call centres to India etc but they can find money for this sort of worthless advertising and sky gh directors salaries
Just what is needed at the time of a credit crunch - a suggestion that you may have paid some stars a lot of money to star in an advert to tell us about your no doubt costly name changing exercise - great timing!
This rebranding is nothing to do with value creation and everything to do with a new CEO's ego as a very good editorial in the FT said at the time of his appointment. If the Board's main preoccupation was the creation of shareholder value it wouldn't be wasting millions destroying a great brand.
Communicating in a Downturn > Key Learnings & Themes
Aviva – Big Campaign, Big Backlash
Pissing away a fortune to pay those greedy pigs is good for reputation? The ad makes me puke.
Typical Norwich Union - waste money on spin whilst diddling its policyholders insurance is boring and my point is who really gives a shit was they are called? and why waste millions on payouts to greedy celebs who have enough money for many generations of their family
It is so disgusting that this company pays these "fat cats" a fortune just to advertise their change in name, who cares if their name has changed?
still a boring insurance company, and the celebs greed is horrendous, shame on you ringo, bruce, alice, and tranny.
Dreadful grasping company.. pathetic returns; endowment shortfalls; reattribution rip-off; swinging staff cuts; exporting call centres to India etc but they can find money for this sort of worthless advertising and sky gh directors salaries
Just what is needed at the time of a credit crunch - a suggestion that you may have paid some stars a lot of money to star in an advert to tell us about your no doubt costly name changing exercise - great timing!
This rebranding is nothing to do with value creation and everything to do with a new CEO's ego as a very good editorial in the FT said at the time of his appointment. If the Board's main preoccupation was the creation of shareholder value it wouldn't be wasting millions destroying a great brand.
Communicating in a Downturn > Key Learnings & Themes
Change of Approach - Halifax
A brand at the epicentre of the crisis
Understanding the need to be more sensitive
Howard is no more
Upbeat and jovial approach is out; serious, community focus is in
Communicating in a Downturn > Key Learnings & Themes
Direct Comparative Attacks
Reorganising Brand Positioning
Home & Love
Key Themes
Togetherness & Community
Contextualisation & Relevancy
Non-Core Related Offers
Common Touch / Real Ads, Real People
Heritage & Nostalgia
Tackling the Recession Head on
Communicating in a Downturn > Key Learnings & Themes
Home & Love
More brands favouring the comforts of homeMetaphor for happier timesSignifying stability and certainty
Communicating in a Downturn > Key Learnings & Themes
Home & Love
Sky
Opportunity not a threat – Home based offering
Movies and the cinema remain ‘recession proof’ as people crave escapism
More marketing movie focused – altered tagline
Reduced price of HD – may be seen as a long term money saver
Communicating in a Downturn > Key Learnings & Themes
Community & Togetherness
Community & TogethernessA theme exacerbated by the recessionEasier to overcome difficulties through companionship and partnershipMore brands are intimating unions over themes of self ExpressionTrend emerged pre-recession through O2 and Orange
Communicating in a Downturn > Key Learnings & Themes
Community & Togetherness
T-Mobile – Life’s for SharingSky – Share The Movies You Love With The People You LoveAsda – Get The Whole Family RoundPizza Hut – Get TogetherOrange – Wednesday is friendsday
Communicating in a Downturn > Key Learnings & Themes
Reorganising Brand Positioning
ALDI – Don’t Change Your Lifestyle, Change Your Supermarket Opportunity not a threatRepositioning – trying to reach up Hoping to woo concerned customers from more discerning brands
Exemplified in UK supermarket sectorBrands move beyond old territories into those occupied by rivals
Communicating in a Downturn > Key Learnings & Themes
Reorganising Brand Positioning > Sainsbury’s
Previously in middle / upper sector
Retrench and move into Asda & Tesco space
Above ads from spring 2008
Communicating in a Downturn > Key Learnings & Themes
Reorganising Brand Positioning > Sainsbury’s
Notable changes to style and fontPress ads akin to those from Tesco and AsdaGreater focus on ‘Basic’ rangeLess emphasis on ‘Trying something new’Jamie Oliver not seen in TV ads so far this year
Communicating in a Downturn > Key Learnings & Themes
Heritage & Nostalgia
Enables consumers to reminisce about past relationshipVirgin Atlantic & Guinness – anniversaries Cornflakes & Heinz – part of family lifestyle Safe option yet can be entertaining
Communicating in a Downturn > Key Learnings & Themes
Heritage & Nostalgia
HovisStarted this recent trend120 second TVC charters last 12 decades of British history Shows the brand’s presence throughout key historical momentsVictorian Era – World War – Swinging 60s – Miners’ StrikeSimilar approach used during 1970s recession
Communicating in a Downturn > Key Learnings & Themes
Reinforce & Emphasise Credentials / Attack Rivals
Communicating in a Downturn > Key Learnings & Themes
Tackling the Recession Head on
Only used by a few brandsRisky > Empathise or alienate?Needs to fit with previous marcomms Entertaining - Can work well with humour
Communicating in a Downturn > Key Learnings & Themes
Tackling the Recession Head on > Ubank
UbankTongue-in-cheek webisode series Targets the ‘YouTube generation’ Created buzz and increased brand awarenessNew account openings increased Y-O-Y
Communicating in a Downturn > Key Learnings & Themes
Tackling the Recession Head on > Carlsberg
CarlsbergIreland TVCFits perfectly with brand’s relaxed outlook and slogan
Communicating in a Downturn > Key Learnings & Themes
Brands should not fear being entertainingView recession as an opportunity not a threatResearch the evolving consumer - identify relevant changes in consumer behaviourEstablish key themes
Top Level Findings
www.xtremeinsight.net
Communicating in a Downturn > Key Learnings & ThemesCredits: Matthew Carlton – Editor, Special ReportsContact details: Xtreme Insight, Xtreme Information, 45 Foubert’s Place, London W1F 7QH. Telephone +44 (0)20 7575 1905. Fax +44 (0)20 7575 1809.Email [email protected] Website www.xtremeinformation.com