It seems many young Mexicans would enjoy a change of pace at work. According to a survey by job search site Trabajando.com and Universia, 54 percent of young Mexicans feel their workplace has a bad environment, 26 percent feel unsatisfied, and 24 percent feel awkward at work. Targeting workers who are demoralized, Halls launched the campaign “Jobs That Inspire,” encouraging young people to apply for a chance to work in their dream job for a week (fashion photographer, food critic, etc.).
Contestants filled out applications on the Halls Mexico website, selecting their dream job and writing why they deserve it the most. Contestants were encouraged to share a registration code on social media with friends who could help them accrue points. Those with the most points won the opportunity to work their selected dream job. In this way, Halls motivated young Mexicans to address their frustration at work by presenting the opportunity to follow their hearts and re-evaluate their current jobs. “Jobs That Inspire” stemmed from the overarching campaign “Breathe and open up to more,” staying true to the brand’s core message.
Photo Credit: Halls
We’ve written a few posts about how alcohol brands (including Heineken and Martini) encourage responsible drinking by responding to various consumer anxieties. Recently, Pernod Ricard, the parent of brands including Absolut, Jameson and Malibu, launched an app called Wise Drinking that helps people concerned about their ability to drive, estimating users’ blood alcohol concentration. Available in 37 languages, the app takes into account gender, weight, time of the last meal and the type and quantity of alcohol consumed. Wise Drinking also offers advice on how to pace alcohol consumption and a “Get me home” button for one-touch calls to emergency services and selected friends.
Pernod Ricard is also partnering with Alcohoot, a startup selling a $99 breathalyzer that plugs in to mobile headphone jacks and provides a more exact measure of sobriety. The product “has the potential to change behavior,” according to a statement from Pernod head Bryan Fry. Wise Drinking includes integration with Alcohoot’s app.
While promoting safe drinking is a challenge—in this case, Wise Drinking requires potentially inebriated users to remember to input the information each time they have a drink—providing the tools to make more informed choices and encouraging more mindful consumption throughout the night is a move in the right direction.
“Edible escapism” is how Brits are getting themselves through the slow economic recovery, according to JWT London’s latest Austerity Index. In a survey for the fifth Austerity Index report, 69 percent of British respondents acknowledged splurging on treats in the last three months, with 41 percent of these indulgences in the food or drink category. Treating, it seems, is eating. The report identifies foodie treats being used not only as a coping mechanism for therapeutic purposes but also as a social lifeline, a way to share experiences.
2014 marks the fourth year of austerity measures in the U.K.—strict coping behaviors are now ingrained, living standards have declined, and weariness about austerity remains unchanged. But our Austerity Index data reveals pockets of positive uplift, and the U.K.’s splurging habits suggest that these little mood-boosters are fueling optimism, even when household finances are barely surfacing.
“The way to Britain’s heart is surely through its stomach,” says Marie Stafford, Planning Foresight Director at JWT London. “It is a sign of the power of the experience economy, our need for social contact and a marker of how far Britain has come in its relationship with all things epicurean that food and drink should become our chosen indulgence.” However, this throws the country’s polarization into sharp focus: “It seems even more unfair that many households struggle to purchase nutritious food,” says Stafford.
The full report is available to download at austerityindex.com, along with reports from previous quarters.
Photo Credit: JWT London
In Saudi culture, charity is a duty. It’s part of everyone’s life, especially during the holy month of Ramadan. And with the rising cost of living in the kingdom, more citizens are aware of the need to help one another. But not often do we find them approaching the subject with an activation worthy of global brands.
Recently, a Saudi citizen in the city of Hail placed a refrigerator in front of his house and encouraged residents of the area to donate leftover food to help the needy, sparing them the shame of asking for food. A Saudi cleric, Sheikh Mohammed al-Arefe, confirmed this in a tweet, saying: “I’ve always said the people of Hail are generous. A man puts a refrigerator in front of his house for leftover food; an indirect act of charity for the needy. Oh how I love you Hail!”
The tweet received an overwhelming response from al-Arefe’s followers, who re-tweeted it more than 7,000 times. More people are now encouraging this idea with the month of Ramadan approaching.
Photo Credit: MohamadAlarefe
In today’s socially conscious world, the urge to make a difference is steadily increasing. Yet many people don’t know how to get started making the world a better place, or where to help. And charities face their own organizational problems connecting those who want to help with those who need it. Recently launched in Romania, Coca-Cola’s Radar for Good app seeks to overcome those challenges. Users search for nearby organizations that are in need of volunteers, providing contact information and directions. The app also lets users opt in to future notifications from these organizations.
While the spirit behind the app is fantastic, if the backend process and infrastructure is not well thought out, the whole experience could easily sour. Indeed, it could do harm and become quite cumbersome to the organizations that the app seeks to help. Simply making the connection is one thing; making the right one is where the difference lies.
In Mexico City, the traffic is awful, and most citizens have little recourse but to suffer and deal with it. Every day, it can take 90 minutes each way to drive to and from work, and using public buses can increase that time to two hours or more. The worst thing is that this situation is considered “normal.” Being stuck in a vehicle for so long has negative health and social effects, and increases levels of stress and frustration. And there are still other stressors at either end of the road: an unproductive work meeting that serves mostly to waste time or a troubled relationship that needs attention.
Knowing this, Trident created #cambiatutrack (Change Your Track), an effort to help people change their mindset not only with the traffic but with all the situations that cause stress or a bad mood. The brand invites people to share via web, Facebook and Twitter how they see the brighter side of life when they are in traffic, and gives a gift to the person with the most creative post on the microsite or social media every week. For example, a recent winner submitted: “When it is Friday and I’m stuck in traffic, I change my track because the taxi driver becomes my psychologist.” While brands are powerless to resolve myriad consumer anxieties, often they can help people laugh at or otherwise take a brighter view of these issues.
Photo Credit: Trident
Greeks love their coffee. In fact, they are one of the highest coffee-consuming nations in the world, with an average per capita consumption of 5.5 kilograms vs. a global average of 1.3. Before the crisis, most people’s daily fix was provided by coffee shops—many of them corporate chains like Starbucks and Flocafé—which charged premium prices. With the advent of the crisis, however, the often twice or more daily fix became a pricy habit—leaving many Greeks priced out.
Coffee producers Nestlé and Kraft capitalized on this by promoting homemade coffee machines that work with capsules. These sleek and modern machines sit comfortably on a countertop and allow consumers to easily create a variety of high-quality, barista-style coffees at home for a fraction of the cost charged by the shops. Often, the machines are sold with a hefty promotional rebate to help consumers get started since the companies make money by selling the coffee capsules. In Greece, this model was originally pioneered by Nespresso, who sells capsules from dedicated boutiques or via online delivery.
Nespresso’s huge success was emulated by Kraft with its Tassimo machines. Such is the demand that Nestlé even introduced a less premium-positioned range called Dolce Gusto to compete with Tassimo—both the latter brands sell capsules directly from the supermarket. In an economy where almost all categories have seen single- or double-digit declines, the capsule coffee market and its machines have increased by 45 percent over the last two years alone. These brands recognized the importance of coffee to the average Greek citizen, and provided a more cost-effective solution for them to fulfill their needs.
Photo Credits: Nespresso, Kraft, Nestlé
Last year, we posted a few items about brands aiming to make women in India feel more secure in the face of harassment and violence (for example, the telecom MTS India launched a plan that permits women to make calls despite a negative balance). Now an innovative new product from JWT Singapore in support of the Association of Women for Action and Research (AWARE) addresses the issue of women’s safety with a wearable device, the Guardian Angel.
The chic $120 pendant can be worn as a necklace or bracelet and works in conjunction with a smartphone app. It has two uses: Clicking a button on the device during an uncomfortable situation triggers a call to the wearer’s phone, and in more precarious situations, pressing the button for three seconds sends an emergency text that includes details on the sender’s location to a designated contact. Ten percent of each sale goes to AWARE. The Guardian Angel points to the potential of wearables in the area of personal safety and the creative ways that brands can use new technologies to help alleviate consumer fears.
Photo Credit: Guardian Angel
The Heartbleed bug may have infected upward of half a million websites—including many popular sites like Gmail and Facebook—potentially putting the personal information of consumers across the globe at risk. Data from our AnxietyIndex study suggests that this security breach has likely only exacerbated anxiety about identify theft, as 3 in 5 were already on edge about this issue in 2012. Anxieties are particularly prevalent in South Africa and the U.S., where nearly 7 in 10 report feeling anxious. As a result, brands impacted by Heartbleed must work even harder to earn back consumers’ trust, especially in nations already prone to anxiety about identity theft.
Photo Credit: Codenomicon
Owning a car is practically a necessity in South Africa, although the government is trying in many ways to build a more accessible and reliable public transport system. Now with fuel prices at a record high and the introduction of electronic tolling of the highways around Johannesburg, owning a car is becoming more and more expensive. One of the first things people tend to sacrifice, and at great risk, is their vehicle insurance, whether by shopping around for cheaper insurance, jumping around from one insurer to the other or simply defaulting on their payments completely.
A new startup short-term insurer, King Price insurance, has found a way of differentiating itself: insurance premiums that are not only competitive but also decrease every month. They argue, “Why should your insurance premium stay the same when the value of your car is continuously decreasing?” Their latest campaign centers around the question “How do they do it?” and features a company “employee” who comes up with various absurd explanations as he tries to figure out how this insurer is able to offer low premiums that also get cheaper over time.
Photo Credit: King Price Insurance