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Hi all,
In the next class, we are talking about (post)pandemic market communications. So, to prepare you for the theme, this week your task is to find an example of poor communication either about the pandemic, during the pandemic (say, in the past 18 months), or what is being communicated about the post-pandemic futures.
This can be something that is 'bad taste', poor or ineffective messaging, perhaps something that does not sit well with you. See what you can find!

Share an example here on the padlet and answer these questions:
What went wrong? What is poor or ineffective about it? Or why don't you like it?
What could be done differently?
- Kaya

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This Japan National Tourism Organization's ad from June 2020 in my opinion doesn't connect to the watcher's emotions and feelings during global pandemics COVID-19 .

It offers serene and clean Japanese areas pictures and views, but the only message in video is:

"Waiting to welcome you with unlimited japan surprises" .

I would expect a marketing campaign in during-lockdown world on national YouTube channel to be more audience- focused with words and phrases such as :
"we are all in this together" , "we can do it together" , "let's unite" .

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The video by Aldi was meant to reassure people that even through covid they were there

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The video by Aldi was meant to reassure people that even through covid they were there

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The video was make to reassure people in Australia that Aldi was going to stay through the crisis and keep their low prices to that people could get there groceries.

But the video seems to be a bit off since it focuses on jokes about toilet paper, in such serious times. It makes it seem like they didn't take the situation seriously.

Furthermore in a time where there was a lot of focus about how the flight traffic was almost non existing and the effect on the Co2 emission it seems misplaced to have a helicopter in the air.

They should might have done a video about social distancing and how that possible buying groceries, longer opening times to spread people out even more.

It could also have been about the people who everyday makes an effort through covid so everyone can get what they need.

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Precedented Prices –TV 30 – ALDI Australia

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During the pandemic the buses closed of the front door to get in the bus. It was meant to protect the bus drivers from getting the virus. But that also meant that you were not able to buy a ticket, since there were not machines in the bus. You had to use the German App of the transport company or buy a ticket beforehand at a train station.
They didnt change it for nearly over a year and it was hard for tourists who don’t know german to buy a ticket online. Plus you couldn’t spontaneously take the bus anywhere.

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This ad by Ryanair from January 2021 told people to book their Easter and summer holidays because you could just "jab and go". In the ad you can see young people enjoying their vacation without social distancing and face masks. This encouraged unsafe and irresponsible behaviour because it suggested that no restrictions and safety measures would be in place by summer. Also, it implied that everyone would be able to get a vaccination shot by that time.

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The UK's advertising watchdog has banned Ryanair's controversial "jab and go" holiday TV campaign, saying it encouraged the public to act irresponsibly once they have received a coronavirus vaccination shot.

The Advertising Standards Authority's decision to ban the two TV ads, which have become the third most complained-about campaign of all time, comes days after the Ryanair chief executive, Michael O'Leary, said the vaccine programme would allow British families to flock to Europe for summer holidays this year.

The ad campaign, which featured a small bottle labelled "vaccine" and a syringe, encouraged the public to snap up bargain deals to sunny European destinations such as Spain and Greece because "you could jab and go".

Launched on Boxing Day, the ad said "Covid vaccines are coming so book your Easter and summer holidays today with Ryanair". The ads showed groups in their 20s and 30s engaged in activities such as jumping in a pool and being served at a restaurant, with no social distancing or use of face coverings.

The campaign struck a nerve with the public, prompting 2,370 complaints to the ASA. Some complainants said it was misleading to suggest most people would be vaccinated by spring or summer and so be able to go abroad, and that being vaccinated meant no restrictions would be in place. Others said it was irresponsible because it encouraged people to believe that once they had even the first vaccination shot they would not need follow health restrictions.

Ryanair said the assertions made in the ads were not out of step with government goals, and that they were designed to be "uplifting and encourage viewers to consider a brighter future". The airline told the ASA that the ads showed people "holidaying in their social bubble" and that there were "no requirements that holidaymakers be shown wearing face masks or social distancing".

The ASA ruled that the ads broke the UK ad rules relating to misleading and irresponsible advertising.

"We considered some viewers were likely to infer that by Easter and summer 2021 it would be possible for anyone to get vaccinated in order to go on a booked holiday, that maximal protection could be achieved immediately through one dose of the vaccine, and that restrictions around social distancing and mask wearing would not be necessary once individuals were vaccinated," the ASA said in its ruling.

"We considered this could encourage vaccinated individuals to disregard or lessen their adherence to restrictions, which in the short term could expose them to the risk of serious illness, and in the longer term might result in them spreading the virus. As such we considered the ads could encourage people to behave irresponsibly once vaccinated. The ads must not be broadcast again."

Ryanair said that while it would comply with the ad ban it believed the ASA's decision was at odds with the success of the government's vaccination programme.

"The ASA's ruling flies in the face of the UK's successful vaccine rollout," said a spokesman. "However, even though this ruling is baseless, Ryanair will comply with it and the jab and go adverts will not run again."

A national newspaper ad by Paddy Power that promised losing punters their money back if South African athlete Oscar Pistorius was acquitted of allegedly killing his girlfriend is the most-complained about UK ad of all time, attracting 5,525 complaints and a ban.

Travel company Booking.com is responsible for the second-most complained about ad, which substituted the word "booking" for a well known swearword. The TV and cinema ad prompted 2,451 complaints that it encouraged foul language. The ASA dismissed the complaints saying it was a lighthearted play on words and viewers were likely to have picked up the swearword elsewhere.

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Ryanair 'jab and go' TV ad banned for encouraging Covid risk-taking

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The UK's advertising watchdog has banned Ryanair's controversial "jab and go" holiday TV campaign, saying it encouraged the public to act irresponsibly once they have received a coronavirus vaccination shot.

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As COVID-19 spread across the U.S., each state assessed their cases and implemented restrictions accordingly. Although this ins't a campaign, I still thought this form of market communication was interesting. With each state implementing their own restrictions, many Americans were left confused as to what rules apply where. Perhaps you need to where a mask in one state, but not the other. Perhaps you need to show proof of vaccination in some states, but not others. There is a lack of clarity among Americans. While I understand some states differ greatly, and therefore feel they should create restrictions individually, varying restrictions complicit the "united" front that the U.S. claimed we had when facing this pandemic. Many Americans didn't feel united, we felt divided. Overall, I don't think the U.S.'s communication about pandemic restrictions were as clear as they could of been. Unfortunately, we still see the varying restrictions in post-pandemic efforts as well (see attached article).
-Jordan

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Coronavirus closures: Map of where US states are tightening restrictions

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Across the United States, officials are rolling out a patchwork of restrictions on social distancing. The orders vary by state, county and even city. Restrictions are ramping up in many areas as cases surge nationwide. At the height of restrictions in late March and early April, more than 310 million Americans were under directives ranging from "shelter in place" to "stay at home."

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In twitter, a clothing company made an ad and posted this in the hopes of gaining more customers and followers.

I think that this ad is quite insensitive and inappropriate. I also do not get the connection of shorts having 4 pockets and Covid-19.

Their statement also I think was insensitive. The world as of this moment is being stricken by a virus and we have lost and still losing a lot of lives. Stating the it does not matter because a short that has 4 pocket is much more important, was I think , plain rude.

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This video was made by Dove with the purpose of giving thanks to all medical and health workers in the front-line during the pandemic.

They want to let front-line personel know that they arre valued, but somehow I get the feeling it is more like gaining attention on Dove and the good-will, more than the giving thanks that is the goal of this campaign. Getting people aware that Dove is donating to this fond. You can see in all the pictures that the people are tired, sad, exhausted and have marks in their faces from wearing masks this many hours. The text says: courage is beautiful" but I think it is an odd video for this message..

I think it is ineffective, as I don't think it is communicating anything, really, other than Dove wants people to see them as supportive.

Maybe another way to go would have been to make a commercial where these people are using Dove, or that Dove has products you can use at home now that you are in quarantine, but I guess the message then would be totally different.

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Pandemic abuse for the business purpose - BUBO Travel Agency

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Pandemic abuse for the business purpose - BUBO Travel Agency

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When the pandemic spread out at the beginning of 2020, every travel business tried to save itself with some strategy. BUBO Travel Agency - the most luxurious provider of travel experience in the Central European Region - decided to profit from general fear and made up a YouTube video, inviting wealthy people to travel with them to the Global South, where pandemic "didn't exist."

The idea itself was not entirely wrong, as we know that spreading the virus is less effective in a warm and dry environment. But the communication just sucked.

The worst part of the "campaign" was the "framing" of their desired customers. They weren't open to "saving" people in general but specified a target group to wealthy people only, calling them "the elite of the nation" (they used the exact term). As nobody likes to be dedicated as the less important person, people outside the campaign target group felt very offended, and the travel agency's reputation fell to the bottom.

After some time, they tried to fix it with three more videos, but they only made it worse.

They lost 10% of their previous customers in only half a year due to poor communication strategy and showed how important the right way of communication is.

Unfortunately, I have no visual materials for the case, as they deleted all the videos in the end.

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I think this video clearly is an example of poor communication that spreading false information towards the public. One of the lady named Jenny said she had Covid-19 on last February and has self immune system therefore no need to have vaccinated and vaccine is only for vulnerable people which is totally unacceptable answer.
One of the guy also accused that all the big companies are only trying sell their product for the seek of their business but not for the health security.
The nurse who is working in the hospital is ready to lose her job instead of getting vaccine that create poor communication to the public. People starts to think that if frontline staff of the hospitals are not ready to get vaccine, then how could they trust to health sector and risk their life by getting vaccine.
These statement do not help to public, governmental authorities in anyways but worsen the situation.
Instead of circulating such information, they should get vaccine and encourage others also to corona vaccine to avoid further devastating situation.

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Nurse is willing to lose her job to avoid getting vaccine. Hear why

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Adidas tweet in the middle of the pandemic.

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Adidas tweet in the middle of the pandemic.

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Complete ignorance of the situation, communicated by a person who would not stand in the "front-line" where the risks are highest. It shows the thoughtlessness behind their communication and to their employee safety. It even have a grammatical error (or I hope it is) saying it is a healthy environment. The customers of Adidas are usually sports/health-interested, and that makes the disconnection between the statement and the customers even greater (Although the customers where not the target audience). That man should not control his own tweeter account.

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Frontier Airlines tries to charge extra for socially distanced seats.

1. What went wrong?
Everything, trying to capitalize during a time of loss for so many is very insensitive. Social distancing is not a matter of luxury but rather one of public health.

2. What could be done differently?
Create ad campaigns or communication strategies that restores safety when flying.

-Juan Luis Peraza