MERCADEO Versión en español
Melina Acevedo of Zubi on FIAP Face to Face Webinar: Communicating is the way to overcome the crisis
Manuela Walfenzao| 9 de junio de 2020
Meli Acevedo de Zubi Advertising
“Communicating works” said Zubi Integrated Producer Melina Acevedo during her presentation on Face to Face Webinar – On the Road to the2021 FIAP + PRODU Innovation Summit, where on Tuesday, June 9, she covered cases in which brands have created successful communication strategies for a world in transition. “Communication is a basic human need. It allows us to grow, experiment, and learn. It is important for there to be good communications in and between our work teams, particularly during the coronavirus quarantine. In advertising, brands have taken on the responsibility of maintaining increasingly close, personalized communications with their consumers,” she said. “Communicating is how companies overcome the crisis.” She outlined three communications strategies that have worked very well: 100 percent support for the most affected communities; a presence featuring authenticity and innovation; and education on what is happening with Covid-19. She gave the example of Ford, which has aided people with their payments and let them know it has always been there for them in good times and bad. Another was a group of students from the Miami Ad School who created Monopoly for Humanity, so that people who were locked up playing the game in their homes could donate a fraction of their winnings to several NGOs for humanitarian purposes. She also spoke of Doritos, which has created humorous campaigns, and the New Zealand police force, which used comedy to communicate the new social-distancing protocols. “It’s the same game with new rules, so what works for you? Let’s see in retrospect what has worked during the quarantine. There are people who have learned many things about themselves and their businesses,” Acevedo said. She added that in Miami it is now possible to film with greater freedom. “A vaccine would change the landscape a little, but next year I would say that yes, we’ll be able to continue producing. Clearly, there are things that are not going to be the same on the set, but production as such is not going to stop.”
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