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.
Delhi will host its biggest sporting event yet, the 2010 Commonwealth Games, in October, but nothing seems to be going right. With news channels ferociously digging up every real or potential issue related to the Games—from exposes about corruption within the Indian Olympic Association to the city’s unpreparedness for the mega event—Delhi citizens are braving a series of anxiety attacks. Enter the tycoon Subrata Roy Sahara of Sahara Samay, a national news network, who wrote what he called an “Emotional Appeal,” carried on the front page of a leading daily.
Sahara, who’s synonymous with the Sahara brand, charges that while the media “has done its duty,” his fellow news networks and media owners have also “overdone it,” causing “absolute negativity” among Indians and leading to bad PR for India. He asks the media to withhold further negative coverage until after the Games, “for the pride of our beloved country.” It could be argued that his patriotic-sounding appeal is an effort to cover up his network’s inability to come up with an expose to match that of his competitors. But either way, through this well-managed PR exercise, Sahara succeeded in building his own reputation as well as that of his news channel. Sahara Samay comes off looking mature and nationalistic by choosing to allay public anxiety at a time when other brands have been fueling it.
A recent poll in Brazil in advance of the October presidential elections shows how fast the country has developed since it last elected a president four years ago. Back then, people were most concerned about employment, hunger and corruption. Today Brazil is economically stable and growing fast, facing the global economic slowdown crisis without major impacts. Many people who were struggling are now paying attention to higher-level needs. So today they are most concerned about health, education and safety, according to recent research from Ibope Intelligence and the Todos Pela Educacao (All for Education) institute, which asked Brazilians what areas the next president needs to focus on.
Health is the greatest concern for 63 percent of respondents, 20 percent above 2006 levels. And while only 15 percent cited education four years ago, it scored 28 percent in this poll. Other areas of concern are safety (39 percent), drugs (26 percent) and salary (16 percent).
The three presidential candidates are on top of these issues. Health has been a favorite platform for Jose Serra, who instituted key improvements when he served as Health Minister. Education, a big issue for women, is a cause embraced by Marina Silva (herself illiterate until age 16, and proof of how education can change a life). Advancing these areas will be crucial for sustainable growth—we’ll see who presents the best proposals as the campaign advances.
Citizens can research the candidates, and find out more about the deputies, senators and governors who are also on the ballot, at eleicoes2010.jus.br. The site is part of a new Federal Electoral Board campaign, “You can choose your destiny,” which includes TV commercials that cleverly use Visual Fluency to help voters understand election basics.
“If Spain wins the World Cup, we’ll have to rethink our GDP growth forecast.” Those were the words of the minister of industry a few days before the World Cup final; going by the same rule, losing could lead to a slight decrease. The idea is simple: If I wake up happy and in a good mood, I might go out for lunch, get a fancier wine for dinner and book my vacation with a bit more enthusiasm. And if 40 million people wake up optimistic and confident, that could make a difference for the national economy.
Ironically, it was the Dutch bank ABN AMRO that researched the topic (after the 2006 World Cup) and released the study “Soccernomics,” which puts the economic effect of winning the World Cup at an additional 0.7 percent year-over-year growth for the winner; the loser is forecast to see a negative impact of 0.3 percent.
The economic effect in Spain remains to be seen, but the country certainly forgot about recession and unemployment for a few days. People focused on what they have in common rather that what differentiates them, and embraced the colors of our flag, finally getting over the bitter memories of dictatorship that it carried. What else can brands do beyond the typical endorsement or congratulatory note to ride out the wave of positive public sentiment following a win?
At a time when manufacturing jobs in the U.S. are declining drastically and iconic domestic brands like Chrysler have been struggling to survive, many Americans are anxious about the economic realities of a post-recession era, a digital age and a flatter world. With Apple and Google as today’s venerated brands, the skilled blue-collar worker has clearly lost his place at the heart of the economy.
Using slogans like “Everybody’s work is equally important,” Levi’s is tapping into this sentiment and adding an optimistic spin. A press release cites “a new generation of ‘real workers’ … who see challenges around them and are inspired to drive positive, meaningful change.” Ads focus on the company’s donations to the struggling Rust Belt town of Braddock, Pa., and feature its citizens. But some commenters on YouTube and elsewhere gripe that Levi’s isn’t actually bringing jobs to the town and its clothes aren’t domestically produced.
By contrast, a campaign from Chrysler’s Jeep Grand Cherokee is a paean to the idea of “made in America.” A voiceover talks about a nation of builders and craftsmen—“men and women for whom straight stitches and clean welds were matters of personal pride”—as we see images of America’s proud industrial past. Viewers are reassured that “This was once a country where people made things, beautiful things. And so it is again.” (Cue the latest Grand Cherokee.) The tagline: “The things we make, make us.” This campaign seems more likely to connect than Levi’s pitch, which seems to beg the question of where blue-collar hope will come from, at least for towns beyond Braddock.
It was only a matter of time before a marketer coopted the quintessentially British “Keep Calm and Carry On” slogan—originally a World War II propaganda poster (designed in case of Nazi invasion), rediscovered by a bookstore owner 10 years ago and seen everywhere (on posters, mugs, T-shirts, screensavers, etc.) in the U.K. during the downturn. “The words are … particularly positive, reassuring, in a period of uncertainty, anxiety, even perhaps of cynicism,” a London School of Economics social psychologist told The Guardian last year in explaining its popularity.
Things are looking even worse for the U.K. today. The government’s austerity measures, announced Tuesday, were met with headlines like “Pain now, more pain later.” Nectar, a loyalty card, launched a print campaign timed to coincide with the announcement, telling Brits to “Keep Calm and Carry One.” Nectar’s signature purple replaces the usual red background, and an image of the card stands in for the crown. Web copy reads: “Don’t be disheartened by the Budget news! Times may be tough, but using your Nectar card is a savvy way to collect points and spend them on great rewards.”
Using bad news for a brand’s advantage is risky and tough to pull off, but now seems like just the right time for Nectar to leverage this pop-culture phenomenon.
We’ve seen various brands encouraging hope and optimism as a marketing strategy for the recession. In Pakistan, two multinational brands are using this approach in a country where the downturn is one of several factors increasing anxiety and unrest. Pepsi Cola Pakistan and Mobilink (the country’s largest telecom service provider, owned by Egypt-based Orascom) are aligning themselves with the national cricket team, which seems to be one of the only sources of cheer for Pakistanis these days. A series of Pepsi commercials feature upcoming stars and old heroes. For a nation that shows high levels of nationalism mostly when a cricket match is on, this seems like a smart approach, especially for foreign-owned companies that could benefit from showing their allegiance with a popular Pakistani cause.
With today’s big kickoff, World Cup fever is upon us. To tap into nationalist excitement, The New York Times reports, European retailers are offering money-back deals on a range of merchandise—TVs, cars, driver navigation systems, even vacations—if the relevant home team takes the trophy. The most fascinating promotion comes from Nationwide bank in the U.K., a sponsor of the England team. With the tagline “If England win, you win,” the 4 Year Football Bond offers a fixed bonus over the normal rate of 0.50 percent gross per year from May 2011 till maturity—in the event that “England lift the cup in South Africa.”
In the aftermath of the British banking crisis, it’s interesting to see a financial institution produce such a lighthearted promotion. Given that banks have been maligned as a key cause of the U.K.’s fiscal troubles, it seems like a good idea for Nationwide to be willing to take a hit—that is, pay more in interest—if those who believe in England (the team) are ultimately validated. And also to further link the brand with the team, an outlet for British anxieties—at least for as long as they stay in the tournament.
Among Singaporeans, there’s a long-running anxiety about the rising number of foreigners settling in the country, giving its natives the sense that they’re being denied the best opportunities and that the local culture is being diluted. Planning for country brands needs to consider this type of “citizen anxiety” as an important input. But a new tourism campaign from Singapore has only aggravated this anxiety.
The campaign, “Your Singapore,” is centered on a new destination site that aims to help people create their own experience of Singapore. Television and events in the U.S., U.K. and other key markets carry the same message. What’s most interesting about the campaign is the polarized reaction to it. Foreigners (the direct target) love the new direction. But many Singaporeans see it as another sign that their country is being handed over to foreigners to enjoy as they see fit (this is how one blogger expresses it).
While citizens aren’t necessarily the direct target of country campaigns, they see themselves as stakeholders of the brand and will inevitably project their anxieties against its behavior. Country brands should be rooted in a vision that galvanizes citizens and makes them feel proud of the country.
I recently discussed the rising popularity of history among young women in Japan. This trend has been expanding to a broader segment of the population, with a new craze for all things related to one historical figure in particular: Ryoma Sakamoto. A rebel samurai from the late 19th century, Sakamoto was a driving force of the Meiji Restoration (which returned power to the emperor, speeding modernization and ending the country’s self-imposed isolation). He is the father of the modern Japanese navy and was a visionary leader during a tumultuous period who realized that to compete globally, Japan had to unite and to modernize.
Led by a drama based on his life that aired on Japan’s national broadcaster, NHK, a boom in everything Sakamoto has given rise to books, anime and manga, events, lectures and tours of historical sites. All Nippon Airways is even decorating one of its jets with a giant image of Sakamoto. I previously noted that this fascination with historical figures appears to be driven by a sense that modern Japan has lost its way and a search for better models from the past. The focus on Sakamoto seems to be linked to similarities between the times he lived in and today, and the feeling that Japan is at another crossroads, again facing an uncertain future.
For businesses and brands, there’s an opportunity to help people envision a better future and to define it for them. We’ve seen plenty of examples of this on the environmental front but fewer on a social level. One of the more innovative examples is JWT’s “Lead India” campaign, launched byThe Times of India in 2008, which sought to inspire Indians to become more engaged citizens.
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.
Delhi will host its biggest sporting event yet, the 2010 Commonwealth Games, in October, but nothing seems to be going right. With news channels ferociously digging up every real or potential issue related to the Games—from exposes about corruption within the Indian Olympic Association to the city’s unpreparedness for the mega event—Delhi citizens are braving a series of anxiety attacks. Enter the tycoon Subrata Roy Sahara of Sahara Samay, a national news network, who wrote what he called an “Emotional Appeal,” carried on the front page of a leading daily.
