DECODING COVID-19 Observations, Implications and Possible Actions Bulgaria 3.0
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DECODING COVID-19 Observations, implications and possible actions Bulgaria 3.0 April 3, 2020 Stay responsible, stay safe We all have a shared responsibility to make sure that the corona infection is spread as little as possible and ultimately stopped. The recommendations of the Government and the health authorities are completely clear – please avoid any unavoidable contacts and take the situation seriously. Rather make too much than too little. Dentsu Bulgaria is supporting and following without hesitation the recommendations and initiatives initiated by the health and government authorities. We have a duty to answer responsibly in a society that needs everyone - both the business and its single citizens - to support and do what is necessary in this situation. We are closely monitoring the coronavirus (COVID-19) outbreak since the beginning of the crisis. Our primary aim is to ensure we are protecting the health and safety of our people, clients and the communities in which we operate. Many Bulgarian companies are going through difficult times at the moment, and now, more than ever before, we are here to advise and support their concerns. Meetings are held virtually, and while different than usual, it also gives us new perspectives on collaboration and untapped In order to provide the best possible help and support to all our partners, we have launched the Dentsu Covid- 19 site. This site will ensure we make our knowledge and insights available to anyone who might need it during opportunities in the digital world. this difficult period in our lives. https://www.dentsuaegisnetwork.com/bg/en/covid-19 Catching up… o An Emotional Roller Coaster o Dramatic & massive consumer behavior migration o People are looking to trusted brands to provide them with safety and security in testing times o Companies & Brands are rising to the occasion Which one is a bigger threat for you? After initial shock, people start to recon what future might be… 70 60 The dystopian reality of deserted airports, empty trains and unoccupied restaurants is already badly hurting 50 economic activity. The longer the pandemic lasts, the greater the risk that the sharp downturn morphs into a 40 financial crisis. 30 People fear the spread of the coronavirus will destroy the economy and their wellbeing and that government action 20 may not be enough to stop the decline. 10 In response, Bulgaria's government said that it has adopted draft changes to the country's 2020 balanced 0 budget, envisaging a deficit equivalent to 2.9% of gross domestic product (GDP), or 3.5 billion levs ($2 billion/1.8 coronavirus billion euro), due to the coronavirus pandemic. the economic situation after the crisis The government also decided to raise nearly fivefold the ceiling of new debt it can issue, to 10 billion levs from 2.2 billion levs initially. The budget revision is pending approval from parliament. Source: Institute for Population and Human Studies, BAS, All 18-64 How anxious you feel on a scale from 1 to 10 where 1 is “completely calm” and 10 “extremely anxious” (avg. Changing points of their 5.39) attention & concern, which are converging to 20,0 a now stable state of 15,0 10,0 anxiety… 5,0 0,0 The women are showing significantly higher levels of 1 2 3 4 5 6 7 8 9 10 anxiety but are also more optimistic as regards to the men. 6 The slightly heightened levels of intolerance towards 5,5 uncertainty are mirroring the human need for a future perspective. Therefore spread of positive news is now 5 steadily becoming a demand. 4,5 Both brands and media are expected to tap into this otherwise unprecedented state of human approach 4 towards news male female Source: Institute for Population and Human Studies, BAS, All 18-64 Levels of ‘optimism’ – 22.26 (avg. 18) Optimism doesn’t wait 22,5 on facts, but needs 22 prospects, in a state where stress never 21,5 restrains… male female Levels of ‘stress’ as related to working environment (avg. As anxious as they are the women are still much more optimistic in the current situation as opposed to men. 12) At work as usual The results however suggest that people have mobilized their whole capacity to take control over their anxiety and stress. This state of mobilization can At work: reduced working hours sustain only for a decent period of time according to psychologists and the levels of stress and anxiety may significantly increase after. Home office Reducing stress and anxiety now can become a Absense leitmotif for the creatives and rocket carrier for many brands who are willing to embrace the challenge 9,5 10 10,5 11 11,5 Source: Institute for Population and Human Studies, BAS, All 18-64 The government is coping well with the coronavirus Personal rights vs outbreak personal security is a completely agree somewhat agree somewhat disagree completely disagree don’t know discussion no more… The scale and severity of the COVID-19 pandemic 26% 34% 17% 20% 3% clearly rises to the level of a public health threat that could justify restrictions on certain rights, such as those that result from the imposition of quarantine or isolation limiting freedom of movement. Majority of people now are declaring their readiness to sacrifice part of their human rights until the crisis with COVID-19 disappears. Bulgaria is among the leading countries in the world which population is of Bulgarian population is ready consciously declaring their support thus indirectly supporting the government measures toward the to sacrifice their human rights pandemic crisis. 83% to prevent the spread of the pandemic Source: Gallup International …but people hearts were, are & will always be the stronger path …. Distribution of donated sources as of March 23, 2020 “Doing right” is a 18% personal, societal & corporate responsibility 8% 52% 22% Over BGN 5 million has been donated in the fight Private companies Donation Campaigns against the COVID-19 pandemic since the beginning of the state of emergency in Bulgaria. NGO/ Foundations Personal donations Source: Gallup International 94% of the donations are for the purchase of equipment, supplies and protective equipment Local brands respond with CSR initiatives How Brands Can Offer consumers REASSURANCE by speaking Connect With authentically in your brand voice that is honest, open and transparent that shows you care about the well-being of your consumers Consumers During and that you’ve taken steps with their well- Their Time Of Need being in mind. During this critical and stressful time, provide SOLUTIONS that make your consumers’ lives easier such as offering delivery, free shipping, free trials, waived cancellation/late fees, etc. As consumers spend more time online, find ways to LIFT SPIRITS by developing and/or sharing content that delights and entertains, giving consumers much needed relief during this difficult period. … and some brands rose these days “Today being apart is the best way of being together” Coca Cola Globally... “Play inside, play for the world”, Nike “Keep distance”, Audi & in Bulgaria Media update o TV o Radio o Digital Average Daily Viewing Time (min) +8% 600 +6% Media update +5% 470 500 +7% +4% 422 454 +7% 400 356 391 337 318 318 300 310 +6% -2% +14% 249 275 221 200 216 200 154 199 210 100 142 0 o TV To ta l Kids 6-11 Kids 12-14 15 -2 4 25 -3 4 35 -4 4 45 -5 4 55 -6 4 65 + Individuals Week 02-08.03 Week 09-15.03 Week 16-22.03 Week 23-29.03 Viewership continues to increase throughout the day for all audiences Total Available Αudience Per Time Zone (total adults) 60% 02-08.03 09-15.03 16-22.03 23-29.03 50% 40% 30% 20% 10% 0% 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 00 01 02 03 04 05 06 – – – – – – – – – – – – – – – – – – – – – – – – 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 00 01 02 03 04 05 Source : Nielsen Media update o TV Adult 18 Audiences have reached a new - peak in terms of viewership55, Female & even Male Adults 18 60 % 50 % 40 % -55 30 % 20 % (+6%) vs. previous week 10 % 0% 02-08.03 06 – 07 Women 25 07 – 08 60 % 08 – 09 50 % 09 – 10 40 % 09-15.03 -54 10 – 11 30 % 20 % (+3%) 11 – 12 10 % 12 – 13 0% vs. previous week13 – 14 02-08.03 16-22.03 14 – 15 06 – 07 15 – 16 Males 25 07 – 08 16 – 17 60 % 08 – 09 50 % 17 – 18 - 09 – 10 09-15.03 23-29.03 40 % 54 18 – 19 30 % 10 – 11 (+8%) 19 – 20 20 % 11 – 12 20 – 21 10 % 12 – 13 vs. previous week 21 – 22 0% 13 – 14 16-22.03 22 – 23 02-08.03 14 – 15 06 – 07 23 – 00 Source : Nielsen 15 – 16 07 – 08 00 – 01 16 – 17 08 – 09 01 – 02 17 – 18 23-29.03 02 – 03 09 – 10 09-15.03 18 – 19 10 – 11 03 – 04 19 – 20 11 – 12 04 – 05 20 – 21 12 – 13 05 – 06 21 – 22 13 – 14 16-22.03 22 – 23 14 – 15 23 – 00 15 – 16 00 – 01 16 – 17 01 – 02 17 – 18 23-29.03 02 – 03 18 – 19 03 – 04 19 – 20 04 – 05 20 – 21 05 – 06 21 – 22 22 – 23 23 – 00 00 – 01 01 – 02 02 – 03 03 – 04 04 – 05 05 – 06 Media update o TV All Adults and Urban Audiences have reached a new peak in terms of viewership compared to previous weeks.