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.
We recently posted about hypermarket chain Leclerc and its price-comparison site Quiestlemoinscher.com (“who is the less expensive”), a popular tool for French shoppers. With consumers in many markets anxious about the cost of everyday goods and exceedingly price-sensitive, shoppers are ever more apt to research the lowest-price options. In response, mySupermarket aims to “bring price transparency to the shopping experience and help you shop smart.” The online-shopping service launched in 2006 in the U.K., where it claims 2.9 million registered users, and is now expanding to the U.S.
In the U.S., the service lets shoppers choose among staples sold by eight major retailers (Amazon, Walmart, Target, Soap.com, Diapers.com, Drugstore.com, Walgreens and Costco), alerting users when they can save further by choosing a different size or alternative product. Shoppers check out via mySupermarket, which “optimize[s] your cart to get you free shipping,” according to a promotional video. According to TechCrunch, the company is also planning a mobile app that would notify shoppers about relevant promotions when they’re in stores.
While many brick-and-mortar retailers are fretting about showrooming, it’s a trend that generally hasn’t applied to supermarkets—but they’re still vulnerable in the face of new digital tools that give consumers more workarounds and comprehensive data. At the same time, however, marketers might find opportunities here: The company told TechCrunch that its app will enable brands to communicate with opted-in consumers—for instance, alerting them to price decreases on favorite items or sending a reminder to stock up on various staples.
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.
Price cuts, in conjunction with federal, state and local government incentives in the U.S., have made some electric vehicles very cost effective, and so perhaps more enticing. But range anxiety, the fear of being stranded without enough power to reach one’s destination, a long-documented concern, remains a barrier to wider EV penetration. The obvious solution is to ensure that, as with traditional vehicles, there are sufficient stops along all routes to guarantee that drivers will be able to refuel, or in this case recharge. Indeed, Tesla, Nissan and Chevy have all opted to roll out new charging solutions, including faster chargers and expanded charging networks. In addition, a number of other innovative strategies have emerged.
To quell consumer concerns, Fiat, in a partnership with Enterprise Rent-A-Car, is including 12-days-per-year access to gasoline-powered vehicles that buyers of its 500e can use for long-distance trips. According to the rules of the program, drivers can redeem up to $504 per year at Enterprise’s companies for three years. And Tesla Motors, which has seen its stock soar, recently debuted a battery-swapping system that will allow customers to have their battery switched out for a fully charged one at Tesla charging stations, rather than wait 30 minutes for a free recharge. The process takes only 90 seconds, which the company emphasizes is faster than a fill-up at a gas station.
Tourism to Egypt dropped precipitously in the aftermath of the Arab Spring as political upheaval continued to make headlines. Watching news footage shot around Tahrir Square in Cairo, potential visitors were put off. So the Egyptian Tourism Authority worked with JWT Cairo to convincingly demonstrate that the rest of the country was safe and enjoyable for travel. At last year’s ITB Berlin, one of the biggest events in the tourism industry, the Tourism Authority live-streamed feed from cameras set up in tourist destinations around Egypt. For three days, video of beaches, palm trees, historic sights, urban areas, etc., were projected on giant screens. The live stream also was tweeted, with #cometoegypt going viral on social media.
Today’s consumers are looking for authenticity, and live-streamed footage offers the real deal: Consumers can verify the facts with their own eyes. In Australia, for instance, the company Ecoeggs offers an online ChookCam trained on their free-range chickens, assuring consumers that the hens “ graze on open pastures,” as promised. “Egypt Live” won a silver for Interactive and a bronze for Media at Dubai Lynx 2013.
Most of India’s gay community is too scared to come out of the closet. Homosexual intercourse was considered a criminal offense as recently as 2009, and the subject itself is taboo in Indian society. However, attitudes seem to be changing, with more depictions of homosexuality in both movies and media. Now, youth watches and accessories brand Fastrack is attempting to urge people to “come out of the closet” with a suggestive commercial that shows a young woman emerging from one side of a hot pink wardrobe, followed by a second woman exiting from the other door.
Fastrack, which uses the tagline “Move on,” has always been relevant to youth with its fun and quirky communication. This time it raises an issue that has curbed the individuality of Indian youth for too long. In urging India’s young gay population to fight taboos and speak up, the brand gives a great push to this sizable generation—60 percent of India is under age 25—to stop accepting societal shackles and display their individuality with pride.
Communicating and understanding our pets is difficult. Are they enjoying their food? Feeling upset? Happy? How do they feel about sleeping in the bed versus on the floor? How can we really know? The unknown creates anxiety, particularly for pet parents who want to give their pet the world. So Petco and JWT agency Digitaria developed WholePets, a digital content hub for all things pets—giving pet parents a hub to find sound recommendations on how to address pets’ physical, mental, social and emotional needs.
You can filter tips by pet type and topic to find details on Cat Nutrition 101, for instance, or house training a new dog. Having an online destination with go-to tips from a trusted source not only helps to relieve anxiety about how to enhance pets’ lives but ultimately to be better, happier parents.
The horse meat scandal is perhaps the greatest food transparency issue in recent years. It continues to grow, and here in the U.K., the majority of big retailers have been affected in one way or another. The country’s largest retailer, Tesco, has felt the effects the hardest, with a number of their value products implicated. This resulted in an apology ad that guaranteed a full refund in national press.
By contrast, the scandal has played into the hands of Morrisons, which can claim “100% British meat” and has around 1,700 butchers across 500 in-store butcher counters in the U.K. They capitalized on the scandal with ads stating, “100% British. 100% of the time.” Morrisons has said they’ve had an unprecedented number of customers approaching them for advice and to buy fresh burgers, among other meats. The results have been significant: fresh meat counter sales have risen 18 percent, sales of fresh beef burgers are up 50 percent, and sales of beef mince are up 21 percent.
As we noted last year during the “pink slime” scandal in the U.S., as consumers grow increasingly anxious about food quality, brands that can clearly illustrate safety and purity will continue to gain ground over those with suspect ingredients.
The Indian consumer is very anxious when it comes to crime and is constantly looking for a sense of safety in his surroundings. In a spot for Godrej Security Solutions, created by JWT India, the home safe brand addresses this anxiety by giving the consumer control over the situation.
A couple is sleeping peacefully when rumbling from another room wakes up the wife, who urges her husband to check out what’s causing the commotion. The husband spots two thieves trying to break into the family safe, then calmly heads back to bed, popping cotton balls in his ears to muffle the sound before cozying up under the covers. The wife inquires as to what happened, and he replies, “Nothing, it’s just some thieves.” The spot concludes with the line “No matter when trouble arrives, what is the need to be scared?”—and a shot of the frustrated thieves breaking into some dinner leftovers instead of the safe.
Rather than relying on fear tactics to convey the benefits of using a Godrej safe, the brand smartly breaks the seriousness of the category by using subtle humor without compromising the gravity of a break-in.
America’s Boomers are facing a delayed retirement, in part because many long-term investments plummeted in value during the downturn. As The Wall Street Journal recently reported, a Conference Board study found that nearly two-thirds of Americans aged 45 to 60 are intending to put off retirement, up from 42 percent two years ago. Annuity.com taps into these financial-planning anxieties to sell this generation on fixed annuities.
In a commercial, the annuity check is represented by a safe, carried by a man clad in black suit and black shades. He follows the check’s recipients from supermarket to sauna to doctor’s office and beach—he’s always there. The voiceover explains the benefits of an annuity, assuring that “best of all, your money’s not at risk from the ups and downs of the stock market, and that means you won’t have to put off your retirement.”
Last year we wrote about how Prudential is targeting this cohort, by confronting head-on the hard realities they’re facing. Watch for more marketers to addresses the anxiety felt by most Americans when it comes to retirement.
Americans are well-known for working long hours and for their limited amount of vacation time. Which means vacation planning is especially crucial to American travelers. They tend to feel anxious about planning the perfect trip and even pressured to achieve a “once in a lifetime” vacation. Priceline’s Booking.com, popular among European tourists, launched its first U.S. campaign recently with a TV commercial that tackles these concerns.
The lighthearted 60-second spot focuses on that moment of joy when happy travelers see just how nice their accommodation is and feel hopeful that the trip will meet expectations. An assortment of travelers—a family of five, a couple, a group of women—all arrive at their holiday destination, weary from their journey and nervous about what awaits them on the other side of the hotel room door. When the lodgings turn out to be a winner, there is much celebration, and a voiceover declares: “You got it right! You got it booking right!”
Booking.com prioritizes the customer’s experience by committing to deliver the right vacation, with the commercial doing a nice job of illustrating the brand’s promise to “bring an end to the ‘click-and-hope-for-the-best’ era of online travel planning.”