The pandemic turned our lives upside down. Suddenly, we had to face adversity completely alone, locked in our homes, plus, in some cases, struggling with allergies.
Nasometin Control is an innovative nasal allergy remedy, but it has been communicated through the prism of “outdoor” activity so far. We had to verify our strategic assumptions overnight.
Considering that the lockdown was a depressing event, we decided to add some charm and entertainment to our customers’ lives. And that’s how a fabulous idea was born: Let the allergy be just a fairy tale.
We wanted to show stories of contemporary people who suffer from allergy in a fairy tale-like convention. Heroes with whom our customers could identify themselves and smile when they see them.
We created 3 main stories based on classic well-known fairy tales: Red Running Nose, Princess in Allergic Distress and Prince Snotty. The adventures of our heroes were shown in short animations using joyful drawings.
In addition, the communication directed users to online pharmacies, thanks to which they could order our product without leaving home.
Our stories were appreciated by the viewers and grabbed their attention. That’s a happy ending 🙂
Across the world, we have collectively been experiencing a huge crisis which has not discriminated. When so many business sectors have suffered as a result of Covid-19, marketing has understandably taken a battering. Budgets have been slashed as uncertainty has reigned. At the same time, for those who haven’t withdrawn altogether, brand messaging has felt like a tightrope for most, bringing a huge challenge of striking the right tone whilst putting out compelling content. Any brand message that could be seen to be exploiting the current situation has been met with negative consumer sentiment that could cause long term damage to brand equity. At the same time, many of the traditional ways of creating marketing content, such as tv production, have been severely restricted during lockdown.
Several notable brands have pivoted to practically help – from manufacturing hand sanitiser to donating free or discounted food to health-workers. These initiatives have rightly been applauded. But which brands have gone further in a way that is likely to make a long-term positive impact?
Celebrating best-in-class branded content
There are great examples of brands that have employed creativity, resourcefulness and thoughtfulness during this very challenging time. Content has always been the strongest and most effective way in which to engage people by providing genuine value, and right now this has never been more acute.
Whether it is to provide utility, as above, or to entertain, inform, educate or inspire, we want to highlight the very best branded content that has been produced during the lockdown period, across the globe. Stand-out campaigns are to be nominated from all active BCMA markets, and all BCMA members will have the opportunity to vote for their favourites. We will then publish the winners and promote them across local and global channels.
Why the BCMA is doing this
We are all united in experiencing this devastating pandemic, and it is so often out of adversity that creativity is borne. As the BCMA, we have a mission to promote best practice when it comes to branded content. And as a global organization, we have a unique opportunity to bring together the best examples from around the world to recognize talent and inspire other brands and content makers.