Brands train themselves for crisis management and have multiple mechanisms to create appropriate ads and campaigns at times of crisis, but COVID-19 was a first for all; even big companies and brands which are perceptive and quick-thinking when it comes to advertising were wondering where to begin post-Covid because nothing felt right. But over time, advertisers came up with ideas that developed into more creative ones, leading them to ads that felt acceptable as well as relatable. Every brand held a different approach to address the pandemic, giving other brands ideas to follow their lead. So here are a few examples of smart and ingenious post-Covid ads which give marketers and advertisers something to get inspired by:
Contactless orders and payment is a remarkable new feat of online purchases, and McDonald’s made sure its customers utilize it fully. The international fast-food chain explained this process through their new post-Covid marketing campaign. The process involves customers and employees staying safe through masks and socially distancing properly through screens installed in every McDonald’s outlet to ensure no one is interacting directly without the right safety measures in place. Moreover, contactless payment and a limit to how much one spends on an order were also defined by the brand to make the process convenient for every customer.
McDonald’s also comforted its customers through campaigns that the company is taking various measures to ensure the safety and well-being of their employees, and thus their customers as well. These measures included precautions such as checking employee’s temperatures before and after every shift, etc.
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A year (or more for some) of staying at and working from home is bound to mess things up for people. With a lack of any concrete boundaries between work and home, and the constant paranoia of getting Covid itself; people were effected quite adversely, and everyone’s been looking forward to a break.
KitKat came to the rescue with its comforting “Get Your Break Back” campaign. Though taking a break in such a time seemed difficult, KitKat’s approach was having people take a break from the everyday hustle, and honestly, who doesn’t love this well-meaning campaign?
Lifebuoy had one of the best post-Covid ads out there. It took off as a public service campaign, reminding people that hygiene is important, no matter which brand of soap that they are using. For Lifebuoy, it was more about the ends rather than the means and thus made sure to focus on ways to prevent contracting the virus through hand hygiene with any soap, instead of insisting that Lifebuoy is the only viable solution. This campaign first began as a print but eventually included TVC’s as well as digital ads. Honestly, we need more heartwarming campaigns like this, every brand should take a lesson from Lifebuoy for advertising in the new normal.
Walgreens is a major US pharmacy. It is trusted greatly when it comes to healthcare. Walgreens’ post-Covid campaign included the series called Ask a Pharmacist. This series consisted of short videos which focused on answering questions frequently asked by customers. It also began drive-thru testing for first responders.
These digital ad campaigns from leading brands for the post-Covid era are quite inspiring and great examples for others to follow. What did you like about them? Did your favorite campaign make it to the list? Let us know in the comments!