The outbreak of Covid19 has a strong impact on humanity since everyday life is strongly differentiated from the past. One of the greatest implications of the pandemic is already felt in the business world, since priorities have been altered. The uncertainty that consumers face, renders them limit their buying behaviors to the basics. The same change of priorities seems to have also affected the marketing sector.
According to Google, among the common behaviors that are expressed in the searches is related to “Discovering new connections and nurturing relationships”. This is a clear message that brands should find ways to connect what they offer with the reality that consumers face nowadays. The brands may have a significant role to play by making their presence apparent to the audiences and adopting their logos to the new reality.
Due to pandemic, plenty of brands have adapted a more sentimental approach with their consumers in their marketing campaigns. These brands have captured the need of their audiences to feel that they stand next to them in this difficult moment.
IKEA Spain calls its audiences to stay home with the warmest message
A common and significant message that brands have communicated during the pandemic is to “Stay home“. They strongly encouraged their audiences to stay on the safe environment of their houses which is crucial for reassuring the halt of the expansion of the virus.
A remarkable initiative that followed this direction was that of IKEA Spain. During the long term lock down of March 2020, IKEA Spain had a brilliant idea to bring an added value to its consumers. Having in mind that Spain has one of the highest rankings in the Covid19 cases, the company launched a moving video ad campaign that promoted social distancing by giving home a “voice”. Home is a shelter, the place where people grow, find warmth and live their most memorable moments. That is the reason why people should recognize their home as their closest friend and their relationship with it as something vital. This campaign was brought into life by the marketing agency McCann of Spain. “The idea of this campaign was born when the Spanish government announced the immediate closure of schools, as a first measure to mitigate the spread of Covid19,” McCann executive creative director Raquel Martínez.