Communicating through a crisis: The five themes most resonant during Covid-19

We know that now is not the time for brands to be going dark. Consumers need to be entertained, supported and communicated to, now more than ever. But equally, we know that now is not the time when brands can afford to spend on ineffective advertising that potentially causes more harm than good. So, what’s the recipe for success? Is there even one? Opinium’s Brand & Comms team have been looking at the brands daring enough to have started those conversations to understand which approaches are cutting through, resonating and strengthening connections. Using a cut-down version of Opinium’s advantage advertising optimisation tool, the team analysed 18 ads that have addressed coronavirus, covering all angles from the likes of HM Government, frontline retailers such as Lidl and Amazon through to services like Deliveroo and FMCG giants such as McCain. The full list of ads is shown at the bottom of the article.

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