Advertising in the time of a plague - Part 1 (ENG)

“Advertising in the time of a plague. | Communication strategies in the face of the coronavirus pandemic.
May you live
in interesting times.
“
An English saying, mistakenly — and ironically — thought to have originated as a Chinese curse. Seemingly a good wish, it actually praises “uninteresting times” being a synonym of a peaceful life, as opposed to “interesting times” meaning a life in turmoil.

We are facing an unprecedented situation in the most recent history, both in
Poland and the World: a pandemic and widespread quarantine. The coming
few weeks will take us into uncharted waters: we will have to adapt to a new
situation as people, but also as employees of the communications industry.
In terms of business, the near future won't be easy and that's a given. With so
much uncertainty and overall decrease in consumption, the question is no
longer if, but what is Plan B for the the communication activities planned so
far.
And no, this is not a time to hibernate or wait it out. The ad industry currently
has a great responsibility to ensure the safety and future of the brands which
we work for and which indirectly impact the lives of all of us.
Asia’s experiences with the epidemic show that brands that have contributed
to society during this crisis — by giving back and acting for the common good
— will be appreciated. Our response may be a decisive factor in a smoother
transition to the post-pandemic reality. This is why the key question today
should be: What can my brand do for people? How can it help? There is no
single remedy, of course. Each category will be affected by this time differently
and deal with it differently.
In this study, we will try to determine how a brand should behave in the face of
the epidemic. We have based it largely on reports from Asia, where the
coronavirus seems to be subsiding. Their experiences can prove an invaluable
lesson in the face of the unknown. Let us hope that, thanks to the dedication of
the emergency services and the all-out mobilisation for social distancing,
we will soon overcome the epidemic and go back to suspended projects and
briefs. Stay healthy!
The DDB Warsaw Team
Intro.
Advertising in the time of a plague. | Communication strategies in the face of the coronavirus pandemic.
Image: Victor Grabarczyk, unsplash.com

Plan.
1. What can we expect in the near future?
2. Social perspective during the pandemic.
3. Predictions for business and the economy.
4. How brands can deal with the new situation.
5. Stages 1 & 2: Pandemic. What now?
6. Stage 3: Rebirth.
7. Stage 4: A new world.
8. Summary.
Advertising in the time of a plague. | Communication strategies in the face of the coronavirus pandemic.

1.
What can we
expect in
the near future?*
* Predictions based on data as of 16 March.
Image: @freetousesoundscom, unsplash.com
Advertising in the time of a plague. | What awaits us in the near future?

The hallmarks
of the pandemic.
Source: https://medium.com/@tomaspueyo/coronavirus-act-today-or-people-will-die-f4d3d9cd99ca
To best adjust to the reality in which we will have to live and work in the
coming weeks, it is crucial to understand the nature of a coronavirus
pandemic.
Data from the countries affected by COVID-19 shows that the virus is
highly contagious. This is partly because it is new, and humans do not
have antibodies to it (resulting in easy human-to-human transmission).
COVID-19’s reproduction number, i.e. the average number of people who
can be infected by a contagious person, is high: 2 to 2.5.
An unchecked coronavirus epidemic grows exponentially over time,
slowly at ﬁrst and then accelerating, with the number of cases doubling
every day. To eliminate the coronavirus, an infectiousness of <1 person is
required. Only then will the virus gradually subside.
Advertising in the time of a plague. | What can we expect in the near future?

Limiting the number of infections is key to overcoming the epidemic.
By reducing the speed of virus transmission, we will buy time for the
medical services and enable them to help the sick without overloading the
healthcare system.
Therefore, the only solution currently available to all of us is isolation,
which should stop the further spread of COVID-19. Otherwise, if we do
not reduce the transmission rate, the disease will spread uncontrollably.
The need for
decisive
action.
Numberofcases
Time since first case
Number of infections
w/o protective measures
Number of infections
w/ protective measures
Protective measures* slow
the spread of the virus and
reduce demand on hospitals
Healthcare system
capacity (no. of
beds, personnel,
equipment, etc.)
* protective measures will include: washing hands, staying home (for people with symptoms of infection), limiting mass gatherings,
restrictions in movement, isolating infected people, etc.

This is evidenced by data and experiences from China,
which show exactly how the virus spreads. The orange
bars represent oﬃcially diagnosed cases of coronavirus
in Hubei Province per day. Those which the authorities
knew about.
The gray ones, on the other hand, correspond to the
supposed number of cases which the Chinese government
was unaware of, and which the Chinese Centre for
Infectious Disease Control and Prevention discovered by
taking patients’ medical histories. These are the infected
which the authorities did not know about. The sum of both
bars shows the real situation in Hubei.
Since the closing of the province, the number of unknown
cases has declined, i.e. the uncontrolled spread of the
virus has truly slowed down. At the same time, the number
of known cases (that the authorities know of) is growing,
so they can control the epidemic.
A Chinese
lesson.
Source: Tomas Pueyo, Analysis of graphs from the Journal of the American Medical Association,
based on raw data from the Chinese Centre for Infectious Disease Control and Prevention.

Data from all countries show that the virus is spreading at a similar pace
in most countries where social distancing was not quickly introduced.
To contain the epidemic, it is crucial to consider two variables:
- for each case diagnosed there are many more unknown (like in China),
- how soon we introduce social distancing will decide the number of
cases and the time of recovery from the crisis.
All countries
will meet
the same fate.
Source:
https://www.corriere.it/salute/malattie_infettive/20_marzo_10/coronavirus-altri-paesi-saranno-uguali-all-italia-entro-9-14-gi
orni-bdc1e9b2-62e5-11ea-a693-c7191bf8b498.shtml

“This is the time
to quarantine
each of us”
The Polish Minister of Health
Łukasz Szumowski
Image: Paweł Supernak / PAP

It seems that the decision to declare a state of epidemic threat in Poland,
to limit mass events, close schools and the borders was a fairly quick
response, compared to other countries, made at a relatively early stage
of the epidemic in the country (“only” 68 cases as of 13 March).
Most Western European countries are currently delaying this step or only
now starting to consider it, when the number of cases there is often tens
of times higher than in Poland.
Early response
in Poland.
Source: https://www.arcgis.com/apps/opsdashboard/index.html#/bda7594740fd40299423467b48e9ecf6
As of 15 March 2020

Currently, Poland is experiencing a similar growth rate, resulting from the
first uncontrolled infections. We know that the coronavirus is spreading at
a similar pace in all countries, so it is only up to us which way Poland will go.
The coming days will show how events in the country will unfold. Will we see
an increase in cases like in Western Europe, or will the curve representing the
number of infections flatten?
For the moment, it is difficult to predict which path we will follow. However,
given the time advantage and the relatively early introduction of restrictions,
we can hope for the second scenario. Everything will depend on the actions
of the authorities and the preparedness of society to stay at home.
The Italian
or Singaporean
scenario?
Source: https://medium.com/@tomaspueyo/coronavirus-act-today-or-people-will-die-f4d3d9cd99ca

Predictions:
The crisis will last for many weeks. A return
to relative normality can be expected in May
at the earliest.
Poland can emerge from the epidemic crisis
as one of the ﬁrst EU countries.

Advertising in the time of a plague. | Social perspective during the pandemic.
2.
Social perspective
during the
pandemic.
Image: Daniel Tafjord, unsplash.com

This is a completely new situation for Poles. For the ﬁrst time in recent
history, we are facing the necessity of staying in our homes in the fear of
a widespread pandemic.
For all of us, this means entirely new circumstances and limitations.
Changing our way of life and the necessity to adapt to our new reality.
Gathering goods in fear of supply disruptions, the need for home oﬃce,
which is new to many as well as organising children’s time and many more.
Inevitable
quarantine.
Stay at home if you can.

It seems that Poles have adapted to the new difficult situation quickly and
efficiently, quarantining themselves and switching to a home office
working solution (either voluntarily or as a result of their employers’
decisions). Many businesses also responded to the situation, temporarily
closing their premises to limit physical contact between people.
The quick response is a result of both fear and discipline. This stems
from understanding the situation and realising that the only way to stop
the disease is social distancing.
Understanding
and fear.
Empty streets in Warsaw. Let’s keep it
like this for a while.
Playing w kids, board games, consoles,
movies, TV series... Lots of options!
#stayathome and show us how you’re spending
time!
An exemplary queue to a pharmacy in Kraków!
No crowding; mandatory distance between people.
Noticed and captured by Ada Chojnowska..
Coronavirus pandemic makes culture
go online

The Internet promptly responded with viral actions in which Poles are
urging each other to stay at home, sharing information and advice,
reinforcing the importance of temporary isolation.
#StayAtHome
#StayTheFuckHome
#stayathome
CORONAVIRUS IN
POLAND:
INTERNET USERS LAUNCH
“STAY AT HOME”
MOVEMENT

The necessity of a sudden change of lifestyle driven by social distancing;
fear, heightened by ubiquitous news stories about the virus; a lack of
conﬁdence in the future.
All this will cause changes in consumers’ needs and behaviours in the
coming weeks, when we as a society will re-evaluate our perspective on
many issues.
Changing
consumer
behaviours.
Safety ﬁrst.
Minimising time outside
& social distancing.
More frequent contact
online / by phone.
The home must replace
the whole world.
Work, entertainment, exercise...
Fear & uncertainty.
About safety, work, future...
Reducing expenses.
Essentials only.

In a study by Kantar China Insights, the most frequently mentioned way
of spending time during the epidemic in China was watching movies
(58%), short videos (56%), and traditional TV (41%).
Various forms of video were followed by games (mobile and online),
mentioned by 39% of respondents, and contacting friends (over 30%).
Interestingly, sleeping as a way of passing the time in quarantine was
mentioned by as many as 54% of respondents.
How does one
spend time
during a
quarantine?
Source:
https://us.kantar.com/business/brands/2020/survey-measures-coronavirus-outbreak%E2%80%99s-impact-on-china%E
2%80%99s-consumption/

During the epidemic, China saw a significant increase in remote services
that satisfy consumers’ new needs. According to Kantar China Insights,
as much as 84% of quarantined consumers tried at least one new service
for the first time. Of those services, the most popular were online medical
consultations (34%), online education (33%), remote work tools (29%) and
paid entertainment services (26%).
Gaming is also among the categories that have grown significantly. In two
months, the daily number of active users of Tencent’s most popular
games, Mahjong and Game for Peace, increased by 109% and 44%,
respectively.
Many Chinese sources also emphasise the increase in e-commerce
services, especially for basic products such as food.
An increase
in some needs.
Sources:
https://www.cnbc.com/2020/02/28/coronavirus-singapore-online-shopping-and-delivery.html
https://www.bloomberg.com/news/articles/2020-03-04/virus-quarantines-in-china-spur-tencent-netease-gaming-surge

In a crisis such as a pandemic, during a prolonged conﬁnement at home,
positive emotional stimuli are particularly important. These certainly include
the need for good news, hope for improvement, support, and consolation.
Images from Italy that we are often observing—of people singing and partying
on balconies—show a very strong need for unity, solidarity, and an escape
from everyday hardships.
Emotional
needs are
equally
important.

Notable
acts of kindness
and selflessness.
Antiviral Rap: Helen and Jonas explain why they
are staying home
Help your neighbours stay at
home. #neighbourlyhelp My
neighbour is from China. She
said that there’s a system of
contact between neighbours
over there via their version of
WhatsApp. It was v useful
during the epidemic. Each bldg
has a group, each stairwell a
subgroup. Ppl agree who buys
food, make shopping lists & pay.
One person buys it, brings it,
leaves it in a spot and notifies
it’s there, and then ppl can
collect their groceries. They can
also ask for help or ask if
someone needs any. I’m
planning to make such a group
in my bldg.
Activists in Cracow are collecting cloth and sewing
face masks for hospitals. They are also working with
drivers who will deliver the masks to doctors. Would
you like to help them sew? Do you have spare masks
at the office and want to donate them? Register
through the contact form. The action is attracting
more and more interest by the hour!
DEAR SENIOR NEIGHBOURS!
IF YOU PREFER TO STAY
HOME DUE TO THE VIRUS,
COME TO APT. NO. 77.
WE’LL BE GLAD TO BUY
GROCERIES OR MEDS FOR
YOU :) PLEASE CALL AFTER
5 PM. WE’LL WORK OUT
THE DETAILS.
BEST REGARDS,
NEIGHBOURS FROM NO. 77

The new
heroes.
STAY AT HOME!
THESE PEOPLE
ARE NOT MACHINES!
Hello,
Our initiative aims at supporting the entire
healthcare community in this difficult time of
fighting the epidemic.
The goal is to coordinate a countrywide drive to
donate meals to all medical personnel and hospital
employees, who will be giving their all in this
difficult time ahead of us during endless,
exhausting shifts and calls.
The initiative is made by citizens and has no
support from any no companies or institutions. We
are currently looking for a non-profit organisation
that will legitimise and coordinate a fundraiser
towards this goal on a crowdfunding platform.
Right now, we are organising our structures, looking
for logistical partners, food suppliers, and
volunteers. Many people and companies have
already reached out to us, and we thank them very
much.
One more thing: please do not deliver anything to
hospitals yourselves. We want to be careful

Humour is an important factor in relieving stress. It helps us get used to
the situation, which is outside our control.
Humour —
the cure
for the virus.
HEALTH MINISTER - THE SZUMOWSKI SCALE
A TOOL TO MEASURE HOW TIRED YOU ARE
AFTER 2 DAYS WORKING
@ HOME W FAMILY
meet u in the alley

Safety ﬁrst.
Minimising time outside
& social distancing.
More frequent contact
online / by phone.
The home must replace
the whole world
Work, entertainment, exercise...
Fear & uncertainty.
About safety, work...
Reducing expenses.
Essentials only.
What will
change.
A sustained need for
safety. An increased
need to ensure safety.
The need to regain freedom limited for weeks + to leave home.
Going back to the pre-pandemic lifestyle. No interpersonal interactions—the need to
catch up with people after weeks of separation.
The need for unwinding
+ positive stimuli.
(entertainment,
travel, etc.)
The need to consume
/ the need to save
(depending on the
duration of the
pandemic).

Research conducted in China shows people’s strong need to be able to
spend time outside once the pandemic is over. Nearly 60% of Chinese
respondents plan to start by going to eat out. Next, they mention the
desire for travel and out-of-home entertainment (ca. 50%).
Interestingly, having experienced the trauma of the pandemic, nearly 40%
of respondents mention activities related to safety: purchasing medicines
and supplements, health insurance, and disease prevention.
A strong need
to unwind.
Source:

The legacy of the coronavirus in Poland (and World) will possibly include:
a national trauma, a hole in the country’s budget, a decline in GDP, and
a sobering realisation about how weak and unprepared for such crises the
healthcare system is.
There will be a reevaluation at the consumer level. The needs, the
consumption level, and the propensity to consume will change. The
example of China signals changes in consumers, shaped by the traumatic
experiences and weeks spent in conﬁnement. An increase in e-commerce,
VOD services and online entertainment; concerns over safety.
At the moment, however, these are only predictions; they will be veriﬁed in
a few months.
The pandemic
will have
lasting effects.
Image: Kristine Tanne, unsplash.com

Predictions:
During the crisis, consumers’ needs and habits will
change. Consumption will decrease signiﬁcantly.
People will be in need of positive stimuli, support,
a sense of unity and solidarity.
The pandemic will leave its mark
on consumption patterns.

source: Benjamin Sow, unsplash.com
Predictions
for business
and the economy.
3.
Advertising in the time of a plague. | Predictions for business and the economy.

It is difficult at this time to accurately predict the impact of coronavirus on
our economy. Much depends on how the pandemic progresses in Poland,
how soon it is contained, and whether the authorities put in place the
“atomic” solution—a full “lockdown”, i.e. universal quarantine for everyone.
According to forecasts of the Polish Economic Institute from 12 March,
the Polish GDP growth rate will fall by around 0.4-1.3 percentage points.
In the face of the pandemic, these figures could be considered highly
optimistic.
It will hurt
at first.
Source:
https://www.money.pl/gospodarka/koronawirus-uderzy-w-polska-gospodarke-oto-najnowsze-prognozy-648812958663
6929a.html
Coronavirus to hit Polish economy.
Here are the recent forecasts

Impact
on individual
categories. Relatively resistant sectors
Negative impact
Hygienic products
Medical services
/ drugs
/ supplements
Food + beverages Insurance
E-commerce
+ related
VOD /
online entertainment
Convenience stores Gaming
Tourism + airlines
Automotive
+ related
OOH entertainment
Shopping centres
/ superstores
Beauty Gastronomy Luxury products Furniture + home decor
Alcoholic
beverages
Sport
Online services
/ telework
Quick loans
According to a Kantar study, the pandemic in China increased selected
categories. Naturally, the largest growth was recorded in medical categories
related to disease prevention and in the pharmaceutical industry. Next in line
was the category related to securing the second most important need during
the pandemic, i.e. food and beverages.
The other end of the scale was populated primarily by sectors involving the
need to leave home: gastronomy, tourism, beauty and ﬁtness. Expenditures
on luxury goods were also very limited during the pandemic. As much as 61%
of respondents in China reduced or canceled their expenses due to a high
uncertainty at the time.
Source:
https://us.kantar.com/business/brands/2020/survey-measures-coronavirus-outbreak%E2%80%99s-im
pact-on-china%E2%80%99s-consumption/

The expected
rebound
afterwards.
After the pandemic ends, there should be a quick rebound provided that the
country’s economic potential (the ability to resume normal work and
production) can be maintained. For that to happen, companies must stay
afloat, i.e. retain employment and financing options. This may require
support from the state.
A natural social need that will appear after the pandemic is the desire to
unwind. However, the public will probably avoid consumption as we know it
today, which will result from fear, uncertainty, and a post-crisis trauma.
Spending on consumer goods during and after the SARS epidemic in China (2003)
Source: Refinitiv Datastream

Predictions:
The economy will be hit hard by the pandemic.
But not all industries equally.
Once the crisis is overcome, the economy will
rebound. The sooner it happens, the less painful
the effects will be.

4.
How brands can
deal with the new
situation.
Advertising in the time of a plague. | How brands can deal with the new situation.
Image: Benjamin Sow, unsplash.com

Key
predictions
for brands.
The crisis will last for many weeks. A return to relative normality
can be expected in May at the earliest.
People will need positive stimuli, support, a sense of unity
and solidarity.
During the crisis, consumers’ needs and habits will change.
Consumption will decrease signiﬁcantly.
Poland can emerge from the epidemic crisis as one of the ﬁrst
EU countries.
The economy will be hit hard by the pandemic. But not all
industries equally.
Once the crisis is overcome, the economy will rebound.
The sooner it happens, the less painful the effects will be.
The pandemic will leave its mark on consumption patterns.

In times of turmoil and related challenges, it is important
to notice opportunities and possibilities.
Do not wait. Start getting ready
for a post-pandemic world.
Image: Krzysztof Kotkowicz, unsplash.com

What to do.
At the time of the pandemic crisis, it is crucial to quickly assess the situation and
calibrate the strategy action plan to adapt to the new reality. This means revising
existing plans and preparing for changes. Such a challenge requires
a two-pronged approach.
Above all, a rough action plan must be developed to respond to consumers’
changing needs. Undoubtedly, the key elements here are flexibility in action and
quick reflexes, which require a shortened decision path, as well as the ability to
abandon the typical business perspective..
The biggest mistake during a crisis affecting a whole society is an attempt to
cash in on the tragedy. The time of the pandemic requires extraordinary sensitivity
to people’s emotions. Any attempt of making an extra profit at this time may be
met with hostility. Simply put, at the time of the pandemic, people expect us to be
involved in the common cause. Therefore, our goal should be to help and to
respond to their needs. This period can be a time to take care of business with an
approach other than a focus on sales (which will likely suffer): building the brand
and a relationship with consumers, which will be appreciated over time.
On the other hand, even in the early stages of the crisis, planning of medium- and
long-term activities should be started to ensure that we will safely get back on
track when the crisis is over. At this point, no one can predict which way the world
and Poland will go. However, developing scenarios and calibrating them in real
time will make us ready for the new reality.

Framework for brand activities*.
Pandemic
What to change in the business
to be needed in the new reality?
How to launch new services /
products during a quarantine?
How to make up for losses
and rebuild your business?
How to encourage resuming
consumption after the pandemic?
Is the offer still relevant in view of the
changes brought about by the crisis?
Early stages of the pandemic.
People are adapting to the new situation.
People and their needs are freed; they need to
unwind. Increased optimism due to the end of the
pandemic. Possible economic volatility!
The situation gradually stabilises and returns to
normal. Important! In the case of the coronavirus,
the pandemic may recur!
Short (possibly Mar-May) Medium (possibly Jun-Aug) Long (possibly Sep-?)
Time
horizon
Stage
Challenges
Quick response to changes and people’s
new needs. Help and involvement.
Getting closer to consumers; solidarity;
eﬃcient operation; abandoning the role of a
brand/salesperson; communication presence
if possible.
Marketing offensive.
Ad campaigns, rebuilding traﬃc to shops/salons,
promotions & incentives to stimulate business.
Familiarizing brands with new needs.
Keeping track of changes in the market and
consumer behaviours; changes in the offer and
functioning of the business.
Activities
Reducing potential damage to the
brand and building closeness
Monetization of optimism
and earlier image-building activities.
Become a leader in the new reality.Goal
Stage 2: AdaptationStage 1: Shock Stage 3: Rebirth Stage 4: A new world
Further building the brand image and
potential sales during the crisis.
A sudden change in the reality of
business; new restrictions for
people.
How to act in a dynamic situation?
The pandemic is underway. People are
getting used to the new circumstances.
Adapting the business to
the new reality.
Changing the offer to make life easier in the
reality of the pandemic; following the market
situation; planning next steps; carefully
building the brand image.
* The proposed division is merely a theoretical model, which will not
apply to all brands and categories at all times. Consider alternative
versions, depending on the character of your industry.

Image: @freetousesoundscom, unsplash.com
Stages 1 & 2:
Pandemic.
What now?
5.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?

The main
challenge.
A decline in consumption and economic activity;
changing needs; fear; anxiety; uncertainty.

The ﬁrst phase of the pandemic is a time for human solidarity
and involvement in the ﬁght for a common cause.
Next, it is important to adjust the business to the new reality
to make people’s lives easier amid the pandemic.
How to act?

How to act?
Consumers will recognise and greatly appreciate all activities related to
the desire to help others and be involved in the ﬁght against the
pandemic. This has been observed by emerging cases from both Poland
and abroad, where each instance of involvement of the private sector was
widely commented in the media.
Agata Furniture has decided to donate 1,000,000
zloty to the healthcare services to buy medical
equipment and protective wear, and to ﬁght the
coronavirus. We hope that all the preventive action
and the much-needed medical equipment will help
overcome this ordeal as soon as possible.

Will every dollar spent return a direct proﬁt?
Certainly not.
But every dollar not spent—if we choose to keep
quiet—will be the price we will pay for absence
and indifference.

Checklist:
What to do during the
pandemic. Stage 1: Shock.
Offer people a helping hand.
Abandon the role of brand/salesperson. In crisis,
people will limit their spending to the essential
goods. On the other hand, they will expect
support, which you should offer. They will
appreciate it!
Do not bury your head in the sand.
Cutting yourself off can be seen as abandoning
people. Even if your brand has little to offer, you
can still show your support.
Act quickly and eﬃciently.
During the pandemic, there is no time for endless
deliberations. You have to shorten and speed up
the decision path.

Checklist:
What to do during the pandemic.
Stage 2: Adaptation.
Adapt your business to changes.
E-commerce, contactless service, enabled
remote service. Try to introduce solutions
adjusted to the new reality.
Plan your next steps.
Keep planning for the future. The crisis will pass,
and the time after it will most likely be a struggle
to recover—also for the competition.
Keep your eye on the market.
Events will keep changing by the hour. Watch
what your competition is doing and do not be
afraid to do the same. What people expect now
is proactivity, not creativity.
Build your image carefully.
Use your time well, try to ﬁnd in your brand
something that may be relevant for at this time,
even if it has not been crucial before.

The need for movement
and exercise
Switching production
to goods useful
for fighting the pandemic
The need for information
and knowledge
Checklist:
Areas where
you can help.
The need to learn
and work remotely
The need to organise
leisure time
The need to provide children
with quality time
The need for food
and medicine
Supporting
the healthcare services
Financial support
for fighting the virus
The need for contact
with loved ones
Regulating the situationUrging people
to stay at home
Supporting those in
a difficult financial situation
...
Emotional support
for people

The need
to learn and work
remotely.
Source:
Antyweb, https://antyweb.pl/jak-microsoft-i-google-wspomagaja-nas-w-walce-w-koronawirusem
How Microsoft and Google are helping us
in the ﬁght against coronavirus
Microsoft and Google have made their work and remote learning tools
available to everyone for free, to help students and businesses adapt to
the new situation.

The need to
organise
leisure time.
In response to a decision to close premier league stadiums, Canal+ immediately offered to decode its channels.
Source:
https://kukulturze.pl/utknales-w-domu-te-12-slynnych-muzeow-oferuje-wirtualne-spacery/
https://www.wirtualnemedia.pl/artykul/cyfrowy-polsat-udostepnia-stacje-z-pko-bp-ekstraklasa-kanaly-ﬁlmowe-i-dzieciecy
https://www.onet.pl/kultura/onetkultura/koronawirus-w-polsce-najlepsze-spektakle-online-teatr-w-internecie/1v5nzfd,681c1dfa
?fbclid=IwAR0QBWr-5AN4_u3z5ZGIegGrsGMMK5RBxeqhwJHfIuX7GMZds02F8Dtmns4
Stuck at home? These 12 famed
museums oﬀer virtual tours
Cyfrowy Polsat will decode Canal+ Sport 3 and Canal+
Sport 4, movie channels and the Disney Channel
Theatre without leaving home. Best Polish
performances available online.
Coronavirus pandemic makes culture go online

The need to
provide children
with quality time.
Source:
https://cowkrakowie.pl/2020/03/teatr-groteska-przenosi-sie-do-sieci-beda-spektakle-online/
https://www.telepolis.pl/wiadomosci/telewizja-i-vod/vectra-odkodowane-kanaly-dla-dzieci-koronawirus
Theatre for children moves to the web! Online performances soon
Vectra decodes channels for children

The need for
contact with loved
ones.
A Hong Kong mobile operator, within the #ToughTimesTogether movement, offered people phones
with unlimited data plans for patients of nursing homes so that they can have contact with their
loved ones.
Source:
https://www.marketing-interactive.com/hkbn-helps-hong-kong-care-home-residents-with-free-mobi
le-data-to-counter-coronavirus-isolation

The need for
information
and knowledge.

The need for food
and medicine.
The retail chains Freshippo (Alibaba), Super Species and 7Fresh made it possible to order food
online via WeChat, a platform popular in China, without the need to leave the home during
quarantine. Each chain delivered the goods to the customer’s doorstep within an hour. The whole
transaction happened inside the app thanks to the integration with an online payment system.

Supporting
the healthcare
services.

Urging people
to stay at home.
Allegro gives free month
of Allegro Smart. “We will
cover delivery costs, we
aren’t looking to proﬁt”

Switching
production
to goods useful
for ﬁghting the
pandemic.
Polish sporting company to produce face
masks and lab coats for hospital starting
Monday

Financial support
for ﬁghting the
virus.
Agata Furniture has decided to donate 1,000,000
zloty to the healthcare services to buy medical

The need for
movement
and exercise.
Many brands related to physical exercise, i.e. gyms, equipment
manufacturers offer online training sessions for everyone to practice at
home and keep ﬁt during the quarantine time.

Supporting those
in a diﬃcult
ﬁnancial situation.

Regulating the
situation
amid the
powerlessness.
Rossman is Poland’s ﬁrst chain to limit
sales of some goods
Today, Rossmann has introduced restrictions on the sale of
selected products. These are mainly soaps and antibacterial gels

Stage 3: Rebirth.
6.
Advertising in the time of a plague. | Stage 3: Rebirth.
Image: Emilia Niedźwiedzka, unsplash.com

Context.
A period of recovering from the pandemic. Increased optimism
and a desire to unwind. People and their needs are set free.
The Rebirth stage will bring a gradual improvement
in the business climate.

How to act?
The challenge at this stage will be to rebuild business.
The whole market will encourage resuming consumption.
Our goal will be to convert the improving moods and emerging
consumption needs into options to make up for the losses.

Checklist:
How to act when
the pandemic is over?
Building traﬃc
to shops/salons.
It is worth encouraging customers,
after several weeks
at home, to visit the POS again;
they might be missing it.
Special offers
to stimulate sales.
During the Rebirth stage, society’s
spending power will decline.
It is worth lowering the entry
threshold and encourage to buy.
Ad offensive.
Make use of customers’ need to
resume consumption and their
desire to return to their previous
lifestyle. Prepare campaigns and
offers that they may need at this
time.
Follow up on the image
building from Stage 1.
If your activities during the
pandemic were focused on
sampling your brand’s service, it is
worth encouraging customers to
continue using them.
Adapting
to the new reality.
Check if your brand is ready to
respond to the changes in the
market / among consumers.
Plan your next steps.
This is not the end. During the
pandemic, the market could have
changed a lot. These changes
must be mapped early so that you
can respond to them in Stage 4.

Stage 4:
A new world.
7.
Advertising in the time of a plague. | Stage 4: A new world.
Image: Emilia Niedźwiedzka, unsplash.com

Context.
A period of gradual stabilization and return to normality.
May be characterized by high economic optimism,
which is diﬃcult to exactly predict at this point.
(It is advisable to be prepared for a possible scenario of the pandemic recurring.)

How to act?
The goal of Stage 4 is to ﬁnd the best path through the new
reality and to use the new changes to your advantage.
It may be necessary to revise your business and
adjust the offer to the new world.

Checklist:
How to ﬁnd your place
in a new world?
Understanding the changes.
Try to monitor and understand the changes
that occurred during the pandemic. Good
insights can help you adapt your business
to the new times.
Adjusting the offer and
business.
Prepare for sweeping changes in business.
Many aspects related to it may have
changed during the pandemic, e.g. delivery
methods, business model.

Summary.
8.
Advertising in the time of a plague. | Summary.
Image: Jacek Jabłoński, unsplash.com

Advertising in the time of a plague. | Summary.
Summary.
1. Be flexible. Adapt quickly to the new reality; respond
to changes.
6. Do not try to profit from the situation. It will be
remembered and come back to haunt you!
2. Prepare for four stages. Be active and present in
each one.
3. The beginning is especially important. It will
demand calibrating your strategy and adjusting
to the new reality.
4. Abandon the typical business perspective! The
pandemic will require an out-of-the-box approach.
5. Opt to build relationships with consumers. This will
not be a good time for sales.
8. From the very start plan your next steps. This will help
you safely and efficiently return to doing business.
9. Be ready for changes in business. The
post-pandemic market may look different.
7. Try to respond to the new needs. Help others
during this difficult time, contribute, get involved.
It will be appreciated!
10. If possible, stay at home! This way, you will help
defeat the pandemic.

Stay healthy,
take care,
good luck!
DDB Warszawa

Advertising in the time of a plague - Part 1 (ENG)

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