How to behave as a brand during these Corona times. In part II we explain how you can even bring an experience to people without a physical contact. We call this E-mmersive brand experience. You got inspired,? we are happy to think about your brand experience.

1. BRAND EXPERIENCE – COVID19
BESPOKEBRAND EXPERIENCES

2. Who had ever expected
this to happen?

3. The Coronavirus crisis is
a health crisis
+ an economic crisis
+ a social crisis
+ a political crisis.

5. Our first task is to keep everyone safe.
But
Let us also help to beat this crisis, within our expertise.
There is a societal task for brands and their agencies
Our first task is to keep everyone safe.
But
Let us also help to beat this crisis, within our expertise.
There is a societal task for brands and their agencies

6. Creating SMILES is a moral duty

7. BUTIK’s Corona Smiles checklist
Safeness1
Wellness2
Togetherness3
Supportiveness4

8. This is not
a playbook,
but an act
of
inspiration

9. “Volgens het Meaningful Brands-onderzoek van Havas vindt 51%
van de Belgen merken relevanter dan regeringen om hen op weg
te helpen naar een betere toekomst. “
CEO Havas Hugues Rey

10. Consumers
want brands
to
communicate

11. In a responsible way…

12. And not over the top …

13. In the first place
for loyals & loyalty switchers

14. More than ever …
BRAND SALIENCE
To bring your brand into the conversation
And create influence in a non commercial way on consumer decision making
To attract the loyalty switchers with bespoke distinctiveness
Source: How brands grow

15. Before Corona
BRAND SALIENCE
was mainly created by
(LIVE) BRAND EXPERIENCE

16. Experience
seems
impossible
Our channels are not accessible:
• No events
• No commuting
• No horeca
• No shopping

18. We need to … inspire the
consumer to do things, to
participate, to involve, …
even without physical contact

19. Adapted tone of voice
Don’t push the brand
Don’t do overbranding
Rather listen & show empathy

20. And let the
consumer
talk about it
People are very vocal online

21. 2020 The breakthrough of
“digital replacing physical”
fun experiences
ONLINE APERO ONLINE SPORTS ONLINE PARTY ONLINE TV SHOWS

22. And brands
tapping in
on a
responsible
& empathy
way

23. The time is right to build
your reputation & purpose

24. Brands need to
add actual value to people’s lives.

25. CONNECT
Let people know that we care!
Demonstrate empathy…
Give people a virtual warm feeling
=> It’s vital that communications are
relevant for the brand, specific and
empathic
Touchpoints (connect)
Communicate: Relevant and
empathic posts to connect &
create relevance
Adapted strategy
CONNECT CHARMCOMFORT

26. COMFORT
Find a way to comfort people
Show that your brand as a brand can make a
difference by:
- Help people stay connected with each other
- Brighten peoples day with small kind gesturesTouchpoints (comfort):
Do: Perform Selfless Random Acts of
Kindness (activate), Motivate followers
to participate in Random Act of
Kindness
Adapted strategy
CONNECT CHARMCOMFORT

27. CHARM
If we successfully do so,
we will charm the
consumer and win them
over (get into their
hearts)
Touchpoints (charm):
Share Content on Random Act of
Kindness
Adapted strategy
CONNECT CHARMCOMFORT

28. Forget your marketing agenda
Follow the agenda of the Corona crisis

29. BESPOKE
BRAND EXPERIENCES

30. The phases synchronise with
the search for meaning pyramid
PHYSICAL HEALTH
HAPPINESS
MEANING
CORONA PEAK
CORONA RECOVERY
POST CORONA
Adapt the brand experience according to the needs of the individual during the health crisis.

31. 1
Brand experience
during the lockdown
From immersive to e-mmersive contexts

32. Human yet bespoke
brand experiences #stayhome
1 Safeness: at home brand experiences
2
3
Wellness: let people feel good at home
Togetherness: in home but also connect to other homes
4 Supportiveness: Be the helping hand and brand

33. BESPOKE
BRAND EXPERIENCES
3 #staysafe tactics
E-mmersive

34. Care
Heroes
1
HR
CSR
Trade

35. Extra energy for our heroes

36. Collabs with retirement homes

37. Sampling
second line
workers

38. Indirect
sampling
opportunity

39. HR in times of Corona
Happy Home Office:
In these challenging times where brands and
employees are obliged to work from home they
are challenged to work together more
effectively than ever. But what about coffee
breaks? Social contact? Lunch provided at
work? What about the kids and the private life
and work balance when everyone is on
WhatsApp day and night? How about
workshops and birthday treats?
Examples:
• Destress your employees
• Organise e-afterworks
• Food & drinks during the day

40. CSR in times of Corona
Thank You gifts / boxes for homework
With ingredients that are getting wasted
- Healthy meals
- Flowers

41. 1. Terraces upload their picture on our landingspage
2. Consumer dowloads his favorite picture
3. Your brand pays 2 euro per download per person
Trade: Tournée digitale
Zoom meet ups

42. At home experience boxes2

43. At home box: Café CanapeHouse party meet ups:
We miss our friends & collegues and are looking for new ways to reach out for them
2

44. Zoom experiences at home
with experience box
Register1
2
3
4
Get your Zoom link & instructions via mail
Get your box at home
Event

45. At home party box
with Zoom party

46. Zoom Karaoke

47. Zoom Afterwork Bingo

48. Home deliveries

49. Content with a “DO” factor
Côte d’Or
Inspiration recipes tu use
at home time in a good way
with the family
3
Milka
Tips for a magic easter, even
without the grandparents in live

50. Bring it on the right platform
S-curve before Corona S-curve during Corona
Source: Duke and Grace Covid report
Allocate 70% of your budget and time to the staple platforms (FB,Youtube).
Reserve 20% for the upcoming players and spend 10% on newcomers

51. Collab
with
new
platforms