In the past two weeks the world has changed beyond our comprehension. No one could have imagined we would be at a complete standstill. This is our new normal. Businesses and advertisers will have to adapt to the drastic changes in our everyday lives and rapidly evolving buying habits. It’s now a time where people are learning how to keep themselves healthy and happy from the safety of their homes.
We need companies and brands to step up and help us maintain human connection. There is a wave of live streaming content being released, from Joe Wicks getting the nation to work out in the morning to Jamie Oliver helping them fix lunch with cookery lessons.
Brands are reaching out with initiatives for the greater good rather than pure profit. Linkedin are offering free online learning courses for people to keep their minds active. Online video communication apps like Loom and Jamm are even offering their services for free to keep working people connected.
In these uncertain times it’s important to remain calm and be agile, so you can take the unfolding news with a viewpoint for the future.
Keeping brands, customers and society connected
Since the lockdown, everything has changed. Our clients are seeing a rise in demand for content that is tailored to this moment in time. As a production team who specialise in creative solutions we have risen to the challenge.
We’ve been busy filming workouts for people who need to keep in shape as they’re stuck indoors. With the temporary closure of gyms and membership fees being suspended, we’ve created content that will help our client stay in touch with their members. Home activities have become a top priority for businesses who want to maintain awareness with their customer base.
What we do now will be remembered long after the lockdown is over. It’s a time where brands can show their human side and give back to the community. It’s also an opportunity to bring personalised messaging into the home to keep the customer connected with wider society.
As filmmakers, we’re in a unique position to make these connections happen. Humans are social creatures. Motion content allows us all to keep talking and lift our spirits in tough times. We’re seeing amazing displays of human connection, from balcony singing in Italy to the self isolation pub quizzes on Facetime or Google Hangout.
Creative has changed
Motion content created a month ago no longer feels as relevant. Already, TV shows depicting people at parties or hugging in social situations seem at odds with the current global situation.
Businesses must adapt. Fashion brands will put their leisure and home ranges up to the top of the page while outside life is postponed. Fitness and wellbeing companies will find ways to reach an indoor audience with energy to burn. Those brands that create content to fit the needs of their customers will be at the front of the line when normality returns.
Filmed content directly impacts an audience by connecting people emotionally. We need fresh ideas and concepts more than ever during a global crisis that is transforming our lives day by day. Any uplifting distractions will be welcomed by people who need to destress. That’s exactly when positive, emotive and original work will set your brand apart.
Brands find real meaning in times of crisis
It is possible for brands to thrive in times of crisis and benefit the population by using their unique offer for the common good. Vacuum tech brand Dyson has just taken an order for 10,000 ventilators to help meet the massive demand. It’s a prime example of how to use your strengths to help the public as well as keep your business afloat during the lean times.
There is an old marketing phrase that goes, “When times are good you should advertise. When times are bad you must advertise.” In the 2008 recession, Amazon decided to expand their product range and increase their exposure. While the competition slowed down their campaigns, they went for maximum growth. They trusted that media buyers will support fresh creative, journalists are always desperate for new topics and consumers want a distraction from their own struggles.
Amazon’s profits jumped by 68% one year after the crash. They attracted new customers with their flagship Kindle range and low cost ebooks, bringing in a stream of new sales across the site. Their growth since then has made owner Jeff Bezos the richest man on the planet. It wouldn’t have been possible without a brave business strategy and fresh creativity.
Find your voice in the creative pause
Large scale productions have slowed right down. This leaves the door open for leaner, smarter advertising. There is space to take creative risks and break through with something new and exciting. By working with a forward thinking, compact production team you’ll be able to cut out the middleman and move quickly in a fast moving world.
If you instill confidence in your brand and marketing then your customers will take this stability as a guiding light. We all need to know that there is more going on than a global pandemic, for our collective sanity.
As we’re all waiting for the clouds to part, there’s an opportunity to make the most of this creative pause. When we come out on the other side, it might be a new product, campaign ad or rebranding created in this moment that will help your business grow even stronger. Now is the time to create innovative motion content that will boost morale, future proof your brand and keep yourself fresh in the mind of the consumer.
Insight provided by Salford based Paragon Pictures