For a campaign to be unique, it must convey emotional, positive messages that really touch our heart. For a brand to be remembered, it must combine different aspects with the aim of connecting with the final user.
Are you familiar the term sadvertising? Advertisers use this label to identify all strategy with certain emotional appeal as a way to connect with the brand. This trend has been extensively used in the last decades and compiles two key elements for its success: the emotional bubble all society is immersed in, and the potential of the emotional spots that become viral in the social media.
The use of emotional and sensorial marketing in campaigns is very effective, as it produces much long-lasting feelings in our memory. These strategies also get to connect with the user in a multi-sense level through the visual, the smell, the acoustic, and the tactile. There are times of the year like Christmas, where the consumer feels even more susceptible to this type of actions. They are times where emotions are close to the surface and we are full of nostalgia and happiness.
Today, companies choose between selling or selling and trying to generate a positive impact on society. More and more brands are leaning towards advertising that generates impact on society, generating awareness about events that arise specific feelings in the community. These are new ways of transmitting messages and selling products, but may also help to suggest a solution to social issues.
If you want to feel close to your consumers it is crucial to bear in mind their senses. The main goal is to surprise the audience and connect with them through actions and interactive activities that are both original and unique.
The public is increasingly more receptive to these kind of experiences, so it is important to not miss the chance to create… and touch their heart!