We have stepped into the fourth year after the pandemic. Though it can be hard at times to remember the earlier days. Recent clips on social media about how the world was brought to a standstill have reminded all of us that so much has changed! Marketing, online and offline, is one of the biggest examples. In the initial stages of the lockdown, consumer circumstances and buying habits changed drastically and brands were forced to reassess their strategies and marketing campaigns. Now, marketing is a highly creative field but it is heavily prone to risks as well. So while some used it as a pivot to reinvent, others remained conservative. We won’t be getting into why some companies chose the way they chose or whether it was the right or wrong call; our focus today is on some refreshing and innovative marketing campaigns that have inspired us.

1. BurgerKing’s Order From McDonald’s Campaign

This campaign really stood out because its message focused on how despite rivalry and competition. Companies and brands are related and connected to each other. Not only did BurgerKing ask their customers to go to rival brands. But they also provided a much-needed shoutout to collapsing restaurant industry. It is more than creative; it is ethical and vital because the employees engaged in concerned companies need wages to sustain. So, it was compassionate and empathetic, had shock value, and was delivered at the right time. Making it one of the most inspiring marketing campaigns we have come across in decades!

2. Stay at home. Be in the Stands campaign by Borussia Mönchengladbach

Football is one of the greatest, if not the greatest, sports played in the world and there are legions of fans in all countries. Thus, it comes as no surprise that a football club in Germany will be innovative to beat the pandemic and raise awareness. A tactile game, it had to be played with a lot of caution. It was especially difficult with only 213 people in the stands when Bundesliga has some of the busiest stadiums in Europe. But the club encouraged the fans to place cutboards with their pictures to be installed in the stands. So the campaign mixed the fans’ eagerness with the need to practice social distancing and won our hearts. It also raised a lot of money by way of charity which is simply amazing!

3. Vadilal’s Lakshman Rekha Campaign

India’s second-largest ice cream brand with significant exports to the UK, USA, Australia, and other countries, promoted social distancing by citing Ramayana, one of the two major Sanskrit epics from ancient India. Cleverly using the concept of Lakshman Rekha, the brand highlighted the need for maintaining social distance as well as making their campaign topical and relatable for most Indians.

4. Fevicol’s thodi doori Campaign

Almost everyone in India uses Fevicol’s “tootega nahi” tagline in the most absurd, funny situations. But with the pandemic, they cleverly highlighted the need to maintain social distancing by showing the two elephants on the logo moving away from each other and adding a line “Kal ke mazboot jod ke liye, aaj thodi doori maintain karona” which means let us maintain some distance today for a stronger connection tomorrow. The digital campaign was an amazing play with words and visuals while keeping the tone balanced. They were one of the first to do this and they did it with so much aplomb that we were bowled away!

5. Earl of East’s Scents of Normality Campaign

A British candle brand, Earl of East released a candle line that recreated the scents of outdoor music concerts, local pubs, and even urinal streets! With people getting cooped up and catching fevers. This campaign brought some sense and scents of normality back into people’s lives. Marketing campaigns truly cannot get more topical than this! It was so popular that even the rap superstar Drake brought out a Scent of Drake candle following this!

6. Ford

The iconic brand revoked all the promotional campaigns; instead, they put out ads addressing the present situation. The “Built for Right Now” tells its own centuries-old tale and how it supported America through the war. The other one titled “Built to Lend a Hand” focused on how it takes care of the customer’s immediate needs. Thus, the focus was on the greater good and not just profits during a situation of turbulence.These are only a handful of the brand marketing campaigns that put a smile on our faces during such tough times but they show that the power of innovation and collective hard work can keep the world afloat even in the stormiest of days! Sure, profits take a dip but brands are more than numbers; they have flesh and blood and stories. And how they tell it and how they give back to the community sets an example for others.Visit We Love Digital Marketing for more!!

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