“Super Saturday” saw the eagerly anticipated reopening of hairdressers, bars, restaurants and the holiest of British establishments – the pub. With audiences slowly and tentatively returning to some aspects of “normality”, we’re now in the midst of mass habit forming moments. This can be a great opportunity for brands looking to gain customers via changed behaviour.
This weekend’s allowed openings were caveated with government advice on how to make an inherently social space as socially distant as possible. The new rules created uncertainty of what to expect from the experience. This combined with existing caution created over the past 100 days led to a modest turnout. Records show a c.35% increase in footfall week-on-week though this is still around 50% less than usual Saturday footfall.
With Super Saturday out the way, Brits who have been waiting and watching will gradually head back to the boozer . 1 in 3 Brits have been looking forward to things getting back to normal, and these are the ones likely to be making the most of restrictions being lifted. Others will be influenced by the behaviour of others, mimicking what they think is the social norm. By reflecting this herd mentality, brands can align with the national mood.
Tapping into collective consciousness is always a powerful way to build brands; during the “Christmas ad” moment advertisers have learnt, successfully, to mirror the nation’s emotional mindset. The return of the pub is a similar opportunity for brands. It provides a sense of connection with others, a moment of time and occasion. IPA research Lemon demonstrates that appealing to these more holistic right-brained attributes makes advertising more effective.
This week, our client South Western Railway launched a partnership with Global Radio which encourages Brits to celebrate the local businesses they missed during lockdown. Providing a platform for the re-opening of establishments on their network gives SWR a reason to speak to audiences about their destinations in a relevant way as audiences reconsider their leisure habits.
By staggering the relaxation of lockdown, the government has inadvertently created a shared calendar for the country. Brands that can tap into this evolving emotional progression will prove they are in touch with their current consumers, whilst providing a reassuring presence for future consumers once they’re ready.
Lightbox Pulse, May 2020