Lars Voedisch, Founder and Managing Director of PRecious Communications, was featured in the ‘Advertising’ section of Marketing Magazine on February 13, 2020, in an article titled “Scoot’s Valentine’s Day ad on social faces turbulence due to customer service woes“.
This Valentine’s Day, Scoot posted an enticing video to encourage couples to plan romantic getaways. The video performed well and garnered 48,000 views within four days. However, despite a good idea and execution, the video was received in poor taste by some netizens and experts. In one moment of misjudgment, Scoot’s efforts to help with COVID19 became disregarded. This goes to show the importance of timing when it comes to advertisement.
Here is Lars’ Comment as Featured in Marketing Magazine’s Article ‘Scoot’s Valentine’s Day ad on social faces turbulence due to customer service woes’
“Brands are in a tricky situation of having to balance their business needs and acknowledging the overall health situation with people being more sensitive than ever. At the same time, allowing fear to take over would do no good either.”
“Customers have the right to go on with their lives, including celebrating Valentine’s Day if they choose to. For brands, this means they need to be sensible about acknowledging the situation but not stop with their business strategies,”
Why Are We Talking About This?
Brands frequently neglect the macro-economic situation when preparing advertisements. Although Scoot’s idea was a good one, the Ministry of Health had recently raised Singapore’s DORSCON alert level to Orange.
In 2018, Nike had to learn this the hard way. Nike released an advertisement seemingly backing former 49er Colin Kaepernick after he kneeled during the national anthem as a protest against racism. While many applauded Nike for supporting a long-term endorsee, the advertisement also gave rise to #JustBurnIt and #BoycottNike movements due to the perceived unpatriotic move.
Brands need to learn to analyze market sentiments and be ready for the unpredicted. The first rule of crisis communications is to show empathy and act swiftly. If market sentiments are ignored, a seemingly harmless move can bring about the need for crisis communications.
Crisis communications experts from PRecious Communications weigh in on how companies should address employees’ as well as customer’s concerns, and should they now shift their marketing focus and re-shape their content and messaging. Read their views on How Brands Should Craft Their Communication Strategy for COVID-19.