Evolving the message
As the UK makes tentative and at times confusing steps towards easing lockdown, a change in tone in marketing messaging is perhaps overdue. Gordon believes that marketers need to evolve. She explains, “A lot of creatives I know are commenting on how we're playing ad-bingo because all the ads now look and sound the same. Lockdown has been a rollercoaster; messages that worked a month ago aren't applicable now. What was important then, may be less so.”
Fasey adds that this was part of the reason the team started exploring doing something to promote small businesses. “Because no-one else is and supporting them is going to be a huge part of helping push the economy forward,” she adds.
Zoom is where creativity goes to die
Notably the team behind this campaign also successfully delivered the ‘Stay Home' campaign across the UK, a message which was so successful The Times newspaper mistakenly reported it was a government campaign. So, what have they learned from creating these campaigns and getting them live across the UK in lockdown? “That Zoom is where creativity, and many ads, go to die,” quips Gordon.
“I think WhatsApp feels like a more natural, organic way of working. Bit more conversational and less formal,” adds Gordon. Unlike back-to-back Zoom calls, Gordon notes the app also respects people’s time, an important differentiator considering this campaign was put together in the team’s spare time, rather than being a billable piece of work. “WhatsApp means you can pick it up and put it down,” she adds.
Gordon is clear-sighted on what the team has learned from the campaign. She explains, “Be bold, use colour and do the opposite of what everyone else seems to be doing.” Noting that it now appears that “everyone is doing the same thing”, she underlines the fact that people want clear and concise messaging, while humour or compassion “goes a long way.”