Singapore Government Accelerates the Pace of Vaccination

Covid vaccine campaign

Mr. Prime Minister shows you the way out from this pandemic-struck situation

The Singapore Government is up in arms to deal with the stubborn Covid19 as it threatens its variants. In a bid to accelerate the pace of vaccination and mass testing released another motivating video – Together, towards a new normal. 

“In the new normal, covid-19 will not dominate our lives. To keep our people safe, while reopening progressively, we have to test, we have to trace, we have to vaccinate,” says honourable Prime Minister Lee Hsien Loong. The video reflects the nation’s assertive stance taken by the government to deal with the pandemic that’s growing in intensity with every wave. 

The video opens up with a refreshing view of the iconic Jewel at Changi Airport. A lady resembling an air hostess reminds the viewers about the ‘new beginning’. The three new strategies to get to it are test, trace and vaccinate. It introduces the audience to the covid19 self-testing tool that’s easy to use and authentic. Characters in the video are young and vibrant with oozing positivity that captivates viewers’ attention and makes them open to the message; without any sign of difference. It takes the audience to the solution of a critical situation that they are in. “In the likely event of our country’s reopening, vaccinate, stay safe. It’ll keep Singapore going.” It is what we all wanted to have for so long. 

The latest video gives you hope and build a sense of inclusive responsibility in all of us to make it happen.

“Let’s test. Let’s trace. Let’s vaccinate.”

Post-Pandemic Marketing

Post Pandemic marketing

The Covid-19 pandemic has forever changed how we go about achieving things — from how we live to the way we work. For businesses, this means a massive shift in marketing strategies.

Businesses have had to adapt how they run over the past year to keep themselves afloat during the economic downturn. However, if you thought that everything would go back to normal once Covid-19 has settled down, you would be wrong.

The pandemic has shown us the benefits of becoming digital, be it in the way we work, shop, or live. We are studying the impacts that we have faced due to the pandemic will teach us how better to develop a forward-looking marketing plan for the future. According to Google, these are the four permanent changes that the pandemic has brought about.

  • Consumer habits will change

It can’t be denied that the pandemic has been tough on everyone. With the economy in a recession, consumers are becoming extremely careful about what they spend on. As their income drops, they are less likely to spend on nonessential items.

Additionally, over the past year, Google has noticed an upward trend in consumer searches. Specifically, many were (and are still doing so) looking for online alternatives to staples in their life. For instance, when schools were shut down, search queries that included the phrase “online learning” went up by 400%.

Many consumers looked for “fitness apps” in place of gyms, a term that saw a 200% increase in its search query. Leisure activities were no different — searches with the phrase “with friends online” jumped by 300% year over year.

Such shifts in consumer behaviour saw brands focusing their efforts more than ever on real-time insights tracking. As everything becomes highly digitalised, more importance is placed on reacting and adapting to consumer behaviour changes. Brands would have to respond fast to any discovery and even develop appropriate strategies to make sure they continue thriving in these volatile times.

  • Virtual events are here to stay

If you did not catch the memo previously, here it is again — online activities and events saw a startling rise in the past year. Of course, since the pandemic forced everyone to stay indoors, virtual events only make sense for increase.

However, as things start to stabilise and the possibility of live events returning approaches, it does not necessarily mean that virtual events will no longer happen. Google predicts that many consumers have now developed the preference of attending events from their home comforts.

Your marketing strategies should pivot towards virtual events (if you haven’t already) as a business. That is not to say live events should be neglected — instead, it needs to be even more impressive to draw consumers back to them.

  • Online shopping is now the norm

Online Shopping

Ecommerce was one area that prospered during the entirety of the pandemic. Some consumers even claimed that they shopped online for the first time due to the quarantine restrictions!

As a result, businesses had to turn to offer online services to cater to their consumers’ changing needs. Be it opening an online store, taking online orders, or offering local delivery. Brands were tested on how quickly they could adapt to such drastically different requirements from their consumers.

  • Working from home will continue

Work from home

Consumer habits aren’t the only thing that brands need to take note of. Employee habits will affect them just as much, if not more. To be precise, many businesses will see employees continue to work from home even as quarantine restrictions are lifted.

The traditional in-office work model may no longer work in this new post-pandemic era. Even before the pandemic, many have expressed their desire to spend more time doing what they enjoy and less time on unnecessary things, such as commuting.

As workplace cultures begin to morph and shift, brands need to keep on their toes and find new methods that meet the basic needs of their employees while still being efficient as a company. Only then will the growth of the business be guaranteed.

So how can a brand successfully market itself after such a devastating pandemic?

For one, as the community is still coming back from the effects of the pandemic, brands should remember to be sensitive and careful in their marketing efforts. Avoid tone-deaf campaigns that seem to blatantly ignore the struggles that consumers themselves have faced during such challenging times.

BMW used a pandemic-related hashtag — #flattenthecurve — to promote their new i8 model in a company tweet. Such illogical insensitivity caused a backlash against the brand, with consumers criticising that buying a car does not help them solve anything in this pandemic. Similarly, Wix’s latest ad saw many consumers rise against the brand for insensitivity to the mental health issues that many faced due to the pandemic.

Even as the pandemic’s effects are starting to fade, brands need to continue their digital efforts. Whether it means offering free shipping and delivery, online discounts and gift cards or more, businesses would benefit from such digital strategies as consumers continue to shop online. Not to mention that this is the cheaper and less risky alternative!

What steps have you been taking as a brand to stay afloat during this pandemic? If you resonate with any of the points we’ve made, you are taking a step in the right direction when it comes to marketing your brand, be it pre- or post-pandemic. Now, you have to continue on this right track.

Ad Review: Coronavirus Vaccine Confidence Campaign

Ad Review: Coronavirus Vaccine Confidence Campaign

“Because of This” campaign

With the Covid-19 vaccine finally perfected, the next important step for healthcare alliances is to encourage the public to get vaccinated. After all, this would help all individuals alike by reducing the number of Covid cases and improving herd immunity, hopefully eliminating it from existence. Watch as these healthcare alliances take to using touching stories to move us into getting a vaccine.

These public service announcements (PSA) come from Pfizer, BioNTech, as well as other alliances and are aimed to push the American public to get vaccinated. By using an interesting question-and-answer format, the video really highlights how Covid has really done a number on us.

Here’s the twist — the question-and-answer format is done in a reverse manner to drive home our longing for human connection. The question, which is revealed afterwards, then highlights how the vaccine can help make our desires possible.

Sharing clips from the lives of everyday humans adds on to the impact we really feel from these videos. We understand how wonderful it feels to be able to hug someone and see them face-to-face, something that has been restricted a lot since the beginning of the quarantine.

With plenty of groups weighing in on the decision to take the vaccine (particularly on social media), many Americans are on the fence on doing so. This makes the task for the healthcare alliances all the more difficult, but they aren’t giving up. By using four PSAs to emphasise on daily family interactions — ones that we wouldn’t have given a second thought about if it wasn’t for Covid — these alliances are aiming for our hearts in this leg of the campaign.

All PSAs end with the line “Science can make it possible. Only you can make it real.” before directing viewers to websites and links where they can get vaccinated. Here’s another video from part of the same campaign, titled “Hug”, in case you didn’t get how much we have missed living in a pre-Covid era where we took physical connection for granted.