JWT’s AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT’s network, offering a truly global perspective.
Quiestlemoinscher.com (“who is the less expensive”) is a very well-known and successful price-comparison website that Leclerc, the French hypermarket chain, created a few years ago. It lets consumers compare local prices for national brands and private labels by clicking on a region of the map or by entering a postal code. It provides a real utility, especially in a crisis period when everybody needs to save money and pays attention to differences of even a few cents. (Last year French consumers’ purchasing power declined for the first time in three decades, according to Retail Detail.) The website shows that Leclerc is the least expensive brand/store 98 percent of the time, according to the retailer.
More recently, with Leclerc’s competitors making the same, “We are the least expensive” pitch, the retailer had to find another innovative way to prove its lowest-price claims. In addition to a smartphone app that lets customers scan products to compare prices, Leclerc has extended its service to in-store screens where customers can check on the prices of major competitors. By setting up this type of device, Leclerc brings a highlight of the Web directly into the physical store, whether or not the customer has a mobile device.
Quiestlemoinscher.com is a smart initiative that has brought assurance and, of course, savings to consumers, making the retailer a real ally in this time of crisis. For a majority of French people, Leclerc is now one of the most trusted of French brands.
In France, as many as a quarter of young people are unemployed. The largest employer of young workers in France, McDonald’s is basing its human resources policy on the professional development of these employees with a policy based on three pillars: training, promotion and internal mobility. On the occasion of the Day of Trades, on April 16, McDonald’s launched a massive recruitment drive, aiming for 40,000 recruitments in 2013. The brand aired three TV commercials, an unusual means of recruitment for a private company (normally only public services use this strategy).
The commercials feature a “mate,” a market manager and a manager, who tell their evolution at McDonald’s from their start to their present status. In one, a 21-year-old named Nicholas says he started at McDonald’s two years ago on a CDI contract (a long-term contract), which “has provided me a certain stability.” He says it has allowed him to buy a car and get an apartment with his girlfriend. “We’ll see what happens next,” he says. “I am confident in the future.” Adds the voiceover: “A job at McDonald’s is a stable job.” While the campaign is not particularly interesting in terms of creativity, the message and the testimonial form are smart ways to quickly touch the target audience. Young people can easily identify themselves in this campaign, which represents a true call to action for them.
While people are gradually realizing that their planet is in danger, that some species will completely disappear, they don’t necessarily accept that they may have to renounce some of their comfort if they want to do something about it. That helps explain why some continue to wear real fur. (Although the demand for faux fur is now so high that some real fur has been marketed as fake.) In France, the love of women for fur and their love of animals creates a form of tension. The wildlife protection organization WWF plays with this tension in a creative new campaign.
WWF France created a line of clothing and accessories made from the “fur” of imaginary animals, called Wonder World Fur, showcased in beautifully shot photographs by Mark Seliger. The collection is actually on sale. This campaign and service prove that doing something good need not feel like a sacrifice, that we can awaken consciences with poetry and that we can find new and inspiring ways to address anxiety regarding environmental issues.