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EDGES COVID-19 SPECIAL EDITION GROUP ASIA EDITION #3 WEEK OF APRIL 20 - MAY 8
EDGES COVID-19 SPECIAL EDITION
GROUP ASIA
EDITION #3 WEEK OF APRIL 20 - MAY 8
INTRODUCTIONAs signs begin to emerge of the virus coming under control in a minority of markets, we are starting to witness brands and what role they play in a post-covid world, and how they should adjust to new social norms.
In this latest issue, we bring you the latest COVID-19 cultural triggers and trends that are shaping our brands and industries so that you can jump into cultural conversations and be part of a global narrative.
We also continue to bring you the best marketing initiatives from around the world and share with you some thoughts on how your brands brands can navigate and rebound faster and stronger in this recovery phase.
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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COVID-19 SPECIAL EDITION #3
COVID-19 CULTURAL TRENDS & BEST MARKETING INITIATIVES IN ASIA
COVID-19 ACTION PLAN FOR BRANDS
GROUP ASIA
COVID-19 CULTURAL TRENDS & BEST MARKETING INITIATIVESEDITION #3 WEEK OF APRIL 20 - MAY 8
GROUP ASIA
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.
SPECTATOR SPORT
HOME SCHOOLING
SIGNS OF SOLDIARTIY
BIG HELP FOR SMALL BUSINESSES
SHARED WORKFORCE
BRAND GANGS
COVID-19 is putting 8 edges in the limelight
Copyright 2020 TBWA\
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WE’VE GOT YOUR BACK
IN THIS TOGETHER
Copyright 2020 TBWA\
In This Together
MB Marketing &
Business
Te Tech
Brands that encourage their communities to do the right thing.
01
Tiktok, India
Alibaba, JD.com & Pinduoduo, China
Thai Airways, APAC
HB Health & Beauty
Campari Group, Australia
https://pandaily.com/chinas-e-commerce-giants-rush-to-provide-covid-19-tests-as-economic-operation-restarts-at-home/https://www.thedrum.com/news/2020/04/27/thai-airways-rewards-members-airmiles-staying-homehttps://brandequity.economictimes.indiatimes.com/news/marketing/tiktok-says-dont-forward-misinformation-in-new-campaign/75529901https://shakennotbroken.camparigroup.com.au/
Big brands that are using their reach and resources to help small businesses in need.
MB Marketing &
Business
Big Help For Small Businesses
Copyright 2020 TBWA\
02
G Government
Singapore Tourism Board & Facebook, Singapore
Lumo , New Zealand
Alibaba, China
Te Tech
Ministry of Trade & Industry, Singapore
https://digitalupskillingsg.splashthat.com/?gz=nonehttps://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=12327642https://techwireasia.com/2020/04/alibaba-spends-30m-to-help-keep-its-sme-customers-afloat/https://www.straitstimes.com/singapore/coronavirus-govt-launches-chatbot-for-firms-to-find-out-about-available-help
UBS, Global
BurgerKing, India
Copyright 2020 TBWA\
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
03
Grab, Malaysia
G Government
Qatar Airways, China
https://www.fnlondon.com/articles/ubs-shortens-summer-internship-but-promises-full-pay-for-students-across-us-uk-and-asia-pacific-20200505https://says.com/my/tech/grab-is-making-your-ramadan-bazaar-favourites-conveniently-available-from-homehttps://www.asiaone.com/business/qatar-airways-give-away-100000-complimentary-tickets-frontline-healthcare-professionalshttps://www.brandinginasia.com/dont-worry-about-loved-ones-getting-enough-to-eat-the-reassuring-whopper-is-here/
A Little Community of Good, Singapore
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
Copyright 2020 TBWA\
04
HB Health & Beauty
Tsung Wah, hpa SOCIAL, Deliveroo and ZA Bank, Hong Kong
https://cnalifestyle.channelnewsasia.com/trending/singapore-lifestyle-brands-raise-money-migrant-workers-covid-19-12719172https://markets.businessinsider.com/news/stocks/tung-wah-group-of-hospitals-hpa-social-deliveroo-and-za-bank-join-non-profit-initiative-project-screen-by-circle-to-offer-free-covid-19-testing-1029135100
Copyright 2020 TBWA\
Shared Workforce
Pe People
MB Marketing &
Business
Te Tech
Brands that facilitate and open up sharing of staff to help people maintain employment (as some businesses suffer and others are overwhelmed).
05
Alibaba & Amazon, Asia
Hilton, USA
https://asia.nikkei.com/Business/Business-trends/Alibaba-and-Amazon-borrow-furloughed-service-workershttps://teammembers.hilton.com/covid19
Copyright 2020 TBWA\
Home Schooling
Pe People
MB Marketing &
Business
Te Tech
Brands that help teachers and parents quickly mobilize to support students continued learning at home.
06
Alibaba, GlobalNetflix, Global
Lenovo, India
https://get.alibaba.com/index.htmlhttps://www.sinema.sg/2020/04/24/netflix-opens-its-virtual-classroom-and-shares-a-selection-of-documentaries-to-its-youtube-channel/https://www.lenovosmartered.com/#/home
Brands that show signs of solidarity through their branding but also through their actions.
Signs of Solidarity
Copyright 2020 TBWA\
07
Tinder, Global
Kasoku, Japan
MB Marketing &
Business
Te Tech
https://www.theedge.co.nz/home/scandal/2020/04/tinder-s-letting-everyone-swipe-around-the-world-for-free-to-fin.htmlhttps://www.channelnewsasia.com/news/asia/japan-covid-19-coronavirus-divorce-spouses-rental-apartment-12643518
Hennessy, APAC
Ubermen, Malaysia
Copyright 2020 TBWA\
Spectator Sport
Pe People
MB Marketing &
Business
Te Tech
Silent viewership is the new gossip. From Mukbang to Benkyou Douga to Cleanfluencers, watching others do the mundane—be it eat, study or clean—is the latest lifestyle trend. Mainstream drone and live-cam tech is enabling our voyeurism and fulfilling our nosey, paranoid needs to monitor everything. Loneliness, anxiety and privacy combine in the passive observation of others, rather than expressing ourselves. Today, we can be friends with whomever we want as long as one of us is watching.
08
Loreal, Paris
HB Health & Beauty
Sentosa, Singapore
https://campaignbriefasia.com/2020/05/06/hennessy-uses-home-kitchen-ingredients-for-art-of-making-cocktails-online-series/https://www.facebook.com/pg/Ubermen.Malaysia/posts/https://people.com/style/eva-longoria-box-dyes-hair-at-home-loreal-paris-commercial/https://www.brandinginasia.com/sentosa-island-launches-virtual-island-getaway-on-animal-crossing/
COVID-19 ACTION PLAN FOR BRANDS
GROUP ASIA
REVIVALRECOVERYPHASE 1
RESPONSE
How do we drive transformation
and stay ahead?
How can brands recover and
rebound stronger from COVID?
How should we respond and
reconcile in times of crisis?
PHASE 2 PHASE 3
OUR THREE KEY MINDSETS
Phase 1 : RESPONSE
MAINTAIN THE RIGHT BALANCE
Maintain the right balance between commercial and
branding messaging continues to be a key element to success.
TRUSTED CONTENT BUILD BRAND LOYALTY
Phase 2 : RECOVERY
Only showcase trusted content to help foster a new era of consumer confidence
and loyalty.
INTERNAL STRATEGY FOR EXTERNAL SUCCESS
Phase 3 : REVIVAL
Shared Purpose begins with an organization’s culture and people.
Want to find out more? Join our Disruption Clinic Newsletter
to learn more about how brands are finding creative innovative solutions as industry moves into a recovery phase.
ASIA
Check out our new insights platform providing knowledge on how brands can best respond, recover, and revive
from this unprecedented crisis.
LEARN MORE
GROUP ASIA
http://apac.clinic.tbwa.com.sg/
Contact : Dan Paris Regional Director - Business Development, TBWA\ Asia
GROUP ASIA
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