Brands just want to give us something
Good doers. Brands seem rather keen to do good. Take Virgin Atlantic, for one. The airline recently launched its first iPhone app in the US and, rather than do something tiresome like track flight arrivals and departures, the little gizmo has been developed to help fearful travellers.
The Flying Without Fear app boasts an in-flight explanation video, relaxation and course therapy, breathing exercises and quick tips. There’s also a personal video introduction from Richard Branson – but hey, no one’s perfect.
And not so long ago, we brought you news of a Great Outdoors Revival campaign from beefy beverage Bovril that asked consumers to nominate a favourite UK spot for the brand to make-over. And we told you about Cadbury Canada offering big bucks to charity.
So, what’s going on? Well, we think we know, and this is where we pull a few lines from our Beyond The Ad Break branded entertainment report.
“Big business has taken a hell of a battering over the past few months, and companies are going to feel the need to repair their relationships with consumers and invest in brand equity,” we write. “What better way to do that than to show your caring, sharing side? A pointer, perhaps, from British Gas and its environmental campaign that involves a kids’ TV show on ITV, Green Up Your Life, as part of the energy company’s Generation Green schools initiative that awards ‘leaves’ to participants doing eco good, and offers online green quizzes and interactive games.
“Expect to see more brand utilities for the same reason. Doing good and being helpful would, after all, be a step up from ‘don’t be evil’.”
So there you have it. More here on Beyond The Ad Break.
