Dentsu Aegis Network wanted to understand approaches to advertising during the COVID-19
pandemic in the Italian market. The research was intended to provide support to the advertising
community, highlighting consumer perception of different advertising messages during lockdown.
They wanted to find out which of the following communication strategies was most effective:
Go Ahead approaches that maintained messages created before the pandemic.
Capitalize approaches that connected the brand to the current circumstances.
Adaptive approaches that partially modified existing brand messages.
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