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.
With recession forecast to hit Latin America sometime in 2010, Mexico registered among the most anxious of the 16 countries JWT has studied for our AnxietyIndex. A survey of 296 Mexican adults aged 18-59, conducted in January, found that 78 percent report being anxious.
The primary drivers of anxiety are the economic situation, the escalation of violence and crime, and the stagnant job market. Mexicans’ frustration and pessimism are exacerbated by the widespread belief that the political class is detached from the country’s reality, that the current government is one of the most corrupt and that people are being treated unjustly. Feeling they live in permanent instability, people are pessimistic about the future, especially when they think about the job market their children will one day face, the cost of their children’s education and having enough money for a comfortable old age.
For Mexican brands, there are opportunities in helping to restore a sense of control for consumers. Ford champions this idea of empowerment in a Focus commercial that dramatizes a test drive as a getaway chase in a fantasy urban landscape. The driver weaves around pop-up cutouts of roadside obstacles—dog walkers, construction workers, school children crossing the street, etc.—while drag-racing a paper-cutout driver, accompanied by the 1980s Karate Kid anthem “You’re the Best Around.” The spot positions the Focus as an escape from an increasingly violent and challenging environment and as a means of taking control.
To download the full Mexico AnxietyIndex report from the Trends and Research page, click here.
Indians are waking up to the reality of climate change, partly because of media exposure but mostly because we are seeing and feeling its impact. Extreme climate shifts are affecting agriculture and in turn the lives of farmers and their families—some of whom are even turning to suicide—and the end consumer, who’s seen food prices triple. Couple this with initiatives like Earth Hour and the ban on plastic bags in Delhi, and you’ve got a small but growing population (mainly youth) who understand the urgency of doing their bit for the planet, be it reducing their carbon footprint or starting green groups in schools/colleges.
Brands are slowly getting on the bandwagon and using green causes to engage with their audiences, as well as propel positive change. One example is Garnier, the mass-market brand of French cosmetic company L’Oréal, which has joined hands with India’s leading English daily,The Times of India, to promote green ideas among Indian youth. The “Take Care, Take Charge” initiative, which kicked off on April 22 (World Earth Day), seeks to build a greenhouse of ideas for a greener planet. For every idea received, Garnier and The Times of India will buy 10 kilograms of used paper. On June 5 (World Environment Day), the campaign will culminate with an entirely recycled special edition of The Times of India. The winning ideas will be shared with organizations aligned to the campaign and recommended to government bodies for further development.
I like this initiative because unlike some others (Aircel’s Save Our Tigers and Idea Cellular’s Use Mobile, Save Paper), it seeks to generate long-term sustainable solutions and put them into action with the help of relevant bodies rather than just asking individuals to do their little bit.
As the U.K. counts down to the May 6 general election, a tight three-way race, an ad campaign from The Independent is tapping into the political anxieties of its target readers and attempting to inspire them. “A few people count way too much,” an election-themed video warns, listing Rupert Murdoch (who will “throw the weight of the country’s two biggest newspapers behind one party”) and the millions spent by the Tory-supporting Lord Ashcroft and by unions.
The point is not only that The Independent will provide the facts—“Truth matters” is the campaign’s tagline—but that the facts will empower voters (“People should not fear their government. Government should fear you”). Outdoor ads distill the message—says one: “Rupert Murdoch won’t decide this election. You will.” The campaign, which coincides with a major redesign of the newspaper and the arrival of a new owner, seems like a smart way to connect with readers at a tense time.
Meanwhile, IKEA is tackling election anxiety with levity on its U.K. site, presenting “kitchen designs inspired by our would-be PMs.” Each candidate gets a suitably Swedish name—for example, Brown becomes Brün; his kitchen is “durable and prudent for the economically conscious.” The idea reminds us of 7-Eleven’s recent whimsical elections-themed promotion in the Philippines.
As of April 16, the Census deadline, one in three Americans had failed to return their form. Many are reluctant to share information with the government, assuming it may be used to restrict their civil rights. The Census Bureau’s Web site attempts to debunk such myths and help Americans overcome any reluctance to participate.
The Real Life Stories section showcases two dozen Americans of diverse backgrounds and cleverly ties their stories to the many benefits of the Census process. Chris is a compelling example of someone who’s converted into seeing how easy and innocuous the Census is. One would think that as a white male—stereotypically the most powerful demographic in America—Chris would have no issues with the Census. On the contrary, the Texan was concerned the Census would ask questions that could lead to more restrictive legislation on taxidermy, his livelihood. We see his mind change on camera as he looks over the form and realizes the requested information is “not bad.” Surely the Census Bureau hopes illegal immigrants and other groups identify with Chris’ story.
While the marketing communications for this Census have tended to be either saccharine or at the other end of the spectrum (making light of it, such as the Christopher Guest spots), the “Real Life Stories” are engaging and heartwarming. When it comes to addressing anxiety, a real human testimonial can often go a lot further than an organization or brand in delivering a message.
AT&T’s new “Rethink possible” campaign represents a major push to convey a positive and innovative brand image. This commercial, for example, shows a gloomy suit-clad young man sitting on the roof deck of an urban tower; childlike animations happily frolic around the cityscape as “Pure Imagination” (as sung by Gene Wilder in Willy Wonka and the Chocolate Factory) plays. The voiceover asks, “Remember when you were 5? And anything was possible?” Another spot urges viewers to “See what’s on the other side of too far” and to “Play the angel’s advocate.”
As still-anxious consumers slowly recover from the recession, AT&T seems to be betting that they are looking for messages of inspiration, motivation and optimism. By associating its brand with a forward-looking, upbeat outlook, perhaps it can tap into a yearning for the days before the tough realities of the recession put a dent in many dreams.
One thing recent times have taught us is that it’s important to have control over our money. Eighteen months of cold recession winds biting at our extremities have left an impression that will last a while. So why do we still open our household energy bills with the type of face normally reserved for a horror flick?
I’ll tell you … come closer … a bit closer … BOO!
Did I get you? Nobody likes a surprise! So first:utility, a challenger in the U.K. energy market, is responding with the Smart Meter, a small box that lives in your house and provides up-to-date readings of your total output, current output and bill to date. In a market where more than 80 percent do not know how much they pay for their gas and electricity, and one in 10 never looks at their meters, this move could mean the warmth of total control for the consumer and a chill down the neck of the major players in the market.
Increasing violence in Mexico has made people afraid of going out to public spaces and events like soccer matches, spaces claimed by delinquents. In response, Club Deportivo Guadalajara (a soccer club commonly known as Chivas) teamed up with local sports retailer Martí and Reebok for the Juega sin miedo (Play without fear) campaign. “Juego sin miedo” has a double meaning, both a boastful “No fear of defeat” for the playing field and a call to action for people afraid to report crimes (because of police corruption). Martí owner Alejandro Martí, who lost his 14-year-old son in a violent kidnapping in 2008, was motivated to promote a culture of not giving up, of together reviving our public spaces and our country.
Launched last September, the campaign revolved around a limited-edition soccer jersey for Chivas that was sold at Martí stores; part of the proceeds went to the SOS Foundation, which helps crime victims. There was event marketing at soccer matches and Martí stores and a huge PR push with key soccer players and media personalities wearing the jersey. The jerseys sold out, and the estimated endorsement of the personalities wearing them was worth millions of pesos.
How many times have you been stuck in traffic and witnessed stupid attitudes that ended up with people arguing or even getting physically aggressive? If you live in São Paulo, this has happened at least once in your life. So last December, Porto Seguro, one of Brazil’s largest insurance companies, launched a social movement and campaign called Transito mais gentil (For a kinder traffic). The idea is to discuss driver violence and create calmer attitudes by doing things like showing a heart—which is also the movement logo—when someone has an intolerant attitude on the road.
Supported by many opinion makers and celebrities, the campaign will be rolled out throughout 2010 in the São Paulo area, with everything from TV and radio spots to social media forums and events. More than 8,000 people have joined the cause through Twitter, Facebook, Orkut and Flickr. Recently, Porto Seguro distributed car stickers through Veja, Brazil’s largest weekly magazine, for those who want to show support for the movement.
Porto Seguro is also making customers an offer: a 5 percent discount on car insurance for those with zero occurrences on their driver’s license (i.e., responsible drivers). For supporters of the campaign, they raffle off theater tickets and special content, like tests to identify what kind of driver you are.
Considering that every year 35,000 people die from human failures on Brazilian roads, the campaign seems like a smart one—ideally it will help reduce this number, but at the least it should help alleviate some road-related anxiety by giving drivers a way to address the issue.
Much has been said about Dubai since its recent financial troubles and the challenges faced by its economic development model. A wave of criticism, with articles such as “The Dark Side of Dubai” by The Independent’s Johann Hari, hit the city. As the bad news piled up, residents’ anxiety kept rising. (For more on anxiety in the UAE, visit our Trends and Research page.) People were wondering, “What will come of Brand Dubai?”
This Is Dubai, launched earlier this month, is an attempt by the emirate to show the city’s human face. It presents an alternative to the global perception of Dubai as a city that’s home to the most ostentatious—the biggest, tallest, widest—of absolutely anything and instead shows Dubai as a place of determined spirits and cultural diversity. Following the Emirates Airlines campaign “Meet Dubai,” Brand Dubai is moving toward more transparency, dialogue and focus on its people over its construction achievements.
A focus on Dubai’s people is the right strategy to foster more positive attitudes both at home and abroad. The campaign is currently being heavily discussed across local social media—not surprising, considering that a movement of support has been gaining momentum on Facebook in the past year, with thousands of people expressing their trust in the city directly or conversing with its highest authority. The campaign should go further and let the audience contribute, detailing their own experiences and stories about Dubai.
In the next several weeks, Americans will be participating in the U.S. Census, which is conducted every 10 years. Efforts to encourage participation have evolved markedly since the last Census was conducted, in 2000. Marketing messages are now in 28 languages, up from 17, and leverage platforms including Twitter, YouTube, Facebook, Flickr and a blog by the head of the U.S. Census Bureau. There’s also a Nascar sponsorship and a traveling exhibit, in addition to the traditional mass-media outlets.
Perhaps the biggest change is in the campaign’s tone. The theme in 2000 was “It’s your future. Don’t leave it blank.” This year the emphasis is on empowering people; lines include “It’s in your hands” and “We can’t move forward until you mail it back.” Consumer research found “a fundamental shift in attitude toward government and themselves” in the past decade, DraftFCB’s Jeff Tarakajian told The New York Times, noting that respondents said they “felt more of a sense of ‘I need to be my own master.’”
While the 2000 campaign made a subtle call to action, it’s not surprising that the tone in 2010 is more direct. People are looking for a sense of control over their destiny in nearly all areas of their lives, and the Census Bureau is smart to tap into this sentiment.
