That surely is one of the toughest questions facing every auto manufacturer now. Of course, every marketer is asking themselves similar questions about going to market during this unprecedented time.
It’s a fine line to walk.
During a sustained global crisis, people go through a sequence of psychological stages, like ensuring their safety and security, then processing the meaning of the situation, and then embracing and adapting to a new normal. Whether you’re an advertiser on defense or offense in this COVID-19 era, now is exactly the time you must keep a pulse on consumer response and sentiment. Now is exactly when your investments in channels like TV and video need to perform their best.
Now is when your messaging must be crisp and clear, emotionally intelligent and engaging. Realeyes measured the attention and emotion responses of ads from major auto brands, including Buick/GMC, Cadillac, Chevrolet, Ford, Hyundai, and Toyota who were first to respond during the crisis.