The coronavirus is upending advertising. Top marketers at Toyota, Burger King, and Hippo reveal how they're changing their ad strategies to keep up.
Toyota was going full speed ahead with a March sales campaign featuring TV ads touting extended financing and zero APR on its cars across dealerships nationwide. But when the coronavirus crisis intensified last week,and replaced the campaign with a new spot aiming to reassure people during the pandemic.
Every marketer out there is trying to calibrate how to stay visible to consumers with the right message in the interim until the crisis abates, said Harris Diamond, chairman and CEO, McCann Worldgroup.Fearful of seeming insensitive, CMOs are scrapping campaigns 3D manufacturing startup Carbon scrapped a big brand campaign that was set to launch this week. It's also adjusting any creative whose tone was deemed out of step with the times, CMO Dara Treseder, said.
"The consumer mindset right now is such that no one wants to be inundated by a bunch of ads selling products right now," Gupta said. "The focus is on how we share information that helps customers and builds trust."
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