Ancient Tantric tradition states that basic human emotions are broadly represented by 9 Rasas (Sanskrit for essence or juice). These have been labelled as love, humour, wonder, courage, compassion, anger, fear, Peace, and disgust (self-pity).
Today with regard to marketing, both, the available channels and extent of creativity are endless. Most brand campaigns do a remarkable job of engaging customers with quality content. Some, prefer to stay patrons of traditional marketing and advertising techniques, while some prefer going rogue (with their creativity) to give audiences an experience like never before.
Whichever may be the chosen path, the end motive of every marketing campaign revolves around triggering the audience’s emotion (rasa) and getting them to act upon this.
“People don’t buy for logical reasons. They buy for emotional reasons.” – Zig Ziglar
We live in an age where engagement is everything. Amongst the various reasons responsible for the success of marketing campaigns, the most popular one is generating high levels of social engagement, sharing, and brand interaction, to increase digital brand advocacy.
Carlsberg – Chocolate Pop-up Bar
From a tap-equipped billboard that rendered free beer to passersby’s, the ever-creative brewer brought the best of both world’s together and through a pop-up bar made completely out of chocolate right outside the Old Truman Brewery. With a chocolate-made traditional and accessories such as a dartboard, bar stools and TV showcasing one of England’s greatest World Cup moments the invite to customers to grab a chilled Carlsberg beer couldn’t have gotten sweeter. Audiences, who walked into this unexpected surprise to pour some chilled beer into chocolate pint glasses, definitely got a taste of something they won’t forget easily.
Parachute – #KhulKeKheloHoli
Earlier this year Parachute stepped out to tell customers #KhulKeKheloHoli, through its emotionally-driven TVC featuring an old man (young at heart) who is longing to play Holi. The three minutes and eleven seconds long video definitely has a captivating story to it that makes you want to know what’s in store for the old man’s desire. Reminding viewers “Ye rang hain gaadhe rishton ke, inhe pheeka mat padne do” (these are the colours of relations, don’t let them fade away). While the viewers are likely to remember the old man and the festive feel, chances of them remembering Parachute or its frailly featured (in the video) hair oil are negligible. Sadly, with no direct mention of the brand the beautiful campaign fails to connect the brand with its message. This raises the question.
Expedia – Dream Adventures
From discovering dinosaur bones alongside archaeologists to standing amidst a school of fish in the ocean, Expedia allowed cancer-stricken children to experience what they long for – the outdoors, from within the hospital. Using a 360-degree camera, interactive live-streaming and a specially built screening room the online travel agency brought magic to travel and smiles to innumerable faces. The little children were greeted warmly by their virtual hosts (Expedia employees) who themselves were once victims of serious illnesses. The campaign provides a real-time experience bringing dreams alive and earns Expedia a pat on the back. With a rich history of emotional campaigns that connect with the brand, here’s another chapter that will be long told.
An engaging campaign:
- Unites the thought process of its audience
- Touches upon their intended emotions (rasas)
- Broadens the perspective of viewers
- Consists of time-worthy content
- Strong/meaningful take-away
A campaign with strong brand link:
- Content is a reflection of the essence of the brand
- Has a certain relevance to the life of its customer
- Elevates the brand position by showcasing its contribution
- Subtly gives brand/product insights
A campaign that truly nails its marketing is the one that does both just right. Engages the audience and establish a strong link with the brand. Audiences may forget what you tried to sell to them, but what they will never be able to forget is how you made them feel.