Mahmoud Saeed, VP CMO, OUTSITE Billboards.Brands are distinct characters that build customer loyalty through consistent actions and communication. Halting communication with the market in general, and with loyal customers in particular, during challenging times is a significant crisis; however, continuing normal promotions also risks a negative backlash.
For established, responsive brands, sudden silence will likely hurt future sales. The immediate challenge is determining the appropriate message and anticipating market reception, as the current communication strategy will have a lasting impact on brand equity.
Advertising in times of uncertainty
Let’s be real: when the market outlook becomes hazy, the instinct for many brands is to hit the pause button on their ad spend, as the situation becomes uncertain in an era of uncertainty.
But uncertainty doesn’t mean life has stopped; it just means the market has unconditioned momentum for a while, or, in a different context, the market has caught a bit of a cold.
While it feels risky to talk when you don’t know what’s coming next, the biggest risk is actually saying nothing at all. People are still out there, and they are still looking for their favourite brands to provide a sense of normalcy; moreover, it is creative to take advantage of these hard times and turn them into opportunities, deepening the roots with the market to show up and support … this is the further approach.
Think of your brand as a celebrity. Even when you aren’t on stage, the paparazzi (your customers) are watching how you handle the drama.
Silence during a crisis doesn’t make you look neutral; it makes you look like you’ve checked out, which can dismantle years of hard-earned brand loyalty. Your audience is waiting for a signal that you’re still there and that you still care. If you meet those expectations, you create a synergy that keeps the market moving.
Be visible, don’t repeat or maintain a low profile
In times of turbulence, your brand DNA is truly forged. This isn’t the time to hide in the shadows or repeat the same old tired sales pitches. Instead, you need to be present and informed.
The secret sauce here is neutrality. Stay away from the political boxing ring and social debates. Your job is to be a steady, reliable presence that reflects the national conversation without getting messy in the details of the incidents themselves.
When things feel disruptive, people crave reassurance. Positivity is a public service. Your communication should pivot toward inspiring a better future and fostering resilience. Think of messages like ‘We are always together’ – it’s about solidarity and synergy. By being the voice of hope, you help ensure the market functions steadily while winning the hearts (and wallets) of your community.
You don’t need to reinvent the wheel; you just need to give it a warmer coat of paint. Your core business goals – whether it’s branding or moving units – should stay the same, but your tone needs an upgrade. The market wants communication that is warmer, more encouraging, and genuinely enthusiastic.
Maintaining your regular conversational flow during irregular times acts as an emotional anchor, signaling that your brand’s values remain steadfast even when the headlines don’t
How DOOH is impactful and agile in uncertain times
Agility is the name of the game. Look at Lebanese agencies: they design for multiple scenarios so they can flip from ‘promo mode’ to ’empathy mode’ overnight.
During the pandemic, the most successful brands used digital out-of-home (DOOH) to stay connected. Whether it was UNICEF combating misinformation in MENA during the pandemic, or Careem in Egypt during the same time, focusing on essential transportation needs, or any other campaign during uncertain times in any region, the lesson is clear: overt sales pitches failed, but messages of optimism and solidarity soared, and sometimes those campaigns live forever.
DOOH lets you be there in real life
Digital ads are great, but they can get lost in the bottomless pit of a social media feed. DOOH and static OOH are different – they exist in the real world. By placing your brand on someone’s daily commute, you achieve a tangible, ‘real-life’ existence that feels permanent. In the Middle East, where cultural relevance is the baseline, successful campaigns are those brave enough to stay visible.
The future belongs to the brands that realise trust is built when you show up, especially during the hard times of a market (region). At such times, you need to stay hopefully positive, calmly expressive, and strategically active – even when things get a little uncertain. Stay safe.
By Mahmoud Saeed, VP CMO, OUTSITE Billboards.
