For almost a whole year, people have been alone in their homes and some, the lucky ones, with their families. As a result of this situation, brands have sought to take advantage of the vacuum for their communication, which is why the solidarity is presented as a necessary asset to get through the COVID crisis. Even Burger King itself has moved forward with the slogan: "we know, we didn't think we would say this either" and called to consume in places that are its competitors such as McDonald's.
As one of PROA's managing partners comments, Lucía CasanuevaIn the post-COVID era, "communication in the post-COVID era must be guided by exemplarity". This is exactly what Burger King has done, and everything indicates that this is the path that brands will follow, due to the need for proximity in the face of the current remoteness. According to a study by the company Gartner, marketing investment will increase and 80% of the investment will be made through digital channels.
This is hard work and companies will have to look for communication support. As PROA's director of crisis communication says, Yago de la Ciervacommunication by an external agent facilitates the understanding of the public. This is why communication consultancies are increasingly positioning themselves as a support so that, by being outside the company, they can turning negatives into positives.
In the search for closeness, optimism and digital as the best option, not only brands have opted for this type of communication. Even the German government has launched a campaign simulating the future in which a ".Anton LehmannThe "COVID" reminds us of the times of COVID to encourage and awaken the population to the necessity of measures to be with our loved ones again.
With all this, it is hoped that the campaigns will be even closer than in previous years, speaking on a one-to-one basis. Not only to invite people to buy, but also with a call for solidarity.
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Fabiola Vásquez Gómez
PROA Consultant