Enough commercials with 'contagion': a month ago, at the end of March, the first Hokuto-Conic research showed how Italians, during domestic compulsion, continued to ask advertising what it has always proposed: an ideal, cheerful world, positive , where brands remain close to the consumer, perhaps offering new services, but always giving a moment of leisure. In the meantime, in recent weeks, many companies have changed their communication, adapting it to the context in various ways.
Alberto De Martini , CEO of Conic, explains : “We thought it useful to understand how these changes were perceived by the Italians, after another month of physical restrictions and economic concerns. The research responds to this and anticipates expectations regarding the post-health emergency. The many support and solidarity actions implemented by companies are, in fact, interpreted by many as the beginning of a profound change in the role of companies. Commitment yes, rhetoric no: advertising contaminated by the virus is indigestible for 60% of Italians, especially those under 35, who in fact subscribe to the statement "there is too much coronavirus-based advertising" . For 50% of the overall champion, moreover, "advertising has exaggerated to adapt the contents to the health emergency". "In short," explains Simone De Battisti , founder of Hokuto, "this creative option has led advertising to blend in with the background, going to look too much in terms of tones and content, to news and talk shows that have only been talking about the pandemic for weeks. "40 days after the start of the quarantine," the typical smile of advertising is even more in demand than in the first few weeks "notes Alberto De Martini "In fact, only 11% (as much as 4% less than a month ago) find advertising inappropriate at this time. The light gaze of advertising remains an acceptable element of entertainment."
The research tests some of the scenes that are used by the advertisements and the lowest score goes to those that "remember the virus or the quarantine" with only 10% of the choice of the option "very welcome". The scenes of outdoor life remain in the lead with 28% of satisfaction. "Advertising is also allowed to show us what we are missing: it is part of its world, which is a little magical and always positive," says De Martini.
The decision to continue communicating is however rewarding. Brands that remain on air get a benefit in terms of value, because they show that they know how to look to the future (30%, + 7% compared to March), and that they know how to adapt to the situation (25%, + 3% compared to March) .
“The emergency situation has stimulated an acceleration of processes that were already underway towards a wider role of business intervention in society. Their spectrum of action is widening as socially committed legal persons "explains De Battisti who continues" it is not for companies to solve social problems, but to do everything possible not to generate them and to prevent them yes ".
In essence, Hokuto's research for Conic confirms that advertising must not be (too) infected by contexts , but always remain positive and proactive. A warning and a suggestion for the coming weeks and months, in which the temptation to communicate using the "we'll make it" register could be a boomerang for those who pursue it. Brand advised, half saved.
For those wishing to learn more, Conic and Hokuto organized a webinar to present the research, on Monday 4 May, at 5.30 pm. To participate: info@hokuto.eu.