The Guardian website has recently
mentioned in an article regarding the fear in advertising and brand campaigns;
the fear to be different, the fear to fail and the fear to push away or lose
customers and clients by thinking outside of a brands usual box.
We think; surely by staying safe, brands
are not exploring new avenues? Without pushing media boundaries are we not
discovering new areas of improvement and aren’t gaining new interest? Fear only
slows down overall progression of brands.
In this modern and digital age, media and
communication rules are being bent and redefined daily. Is it riskier to sit
back and play it safe, potentially getting lost in the crowd or is it better to
take the risks now and be noticed? It’s important now; more than ever that
businesses stand up and get themselves noticed and stand out from all the
competition.
The most effective way of doing this is to
focus on reaching the consumer on a personal and meaningful level. Connect with
them by using something that affects their everyday lives.
A brilliant example of this is Dove’s real
beauty campaign. With their range of natural products they found a way of
reaching women emotionally. They found the common female fear and encouraged
them to embrace it. They took the time to understand their consumers and
created a product and a campaign that was not only beneficial to them but
tailored completely for them. By taking this angle and view they stood out from
the stereotypical model beauty advertised in magazines and television adverts.
They relieved the pressure off of women and encouraged them to be comfortable
in their own skin, telling them exactly what they wanted to hear.
Another example is by DELA (a funeral
insurance company); they chose to brave within a very tricky and sensitive
subject and did it very well. Instead of focusing on what they do or the
services they provide they chose to go straight to the heart of every audience,
their main aim was to advise people to say every loving and positive thing they
have to say to people every day whilst they still had the opportunity to do so.
Their angle of improving people’s lives,
connecting with them to help them connect with others was clever. DELA is now
one of most known brands within their industry, not bad considering they were
previously unheard of.
What lessons can be learnt from the likes of Dove, DELA and so many other Super brands?
1) Connect, Communicate and relate to your target audience with a very 'real' topic.
2) Ensure that the audience doesn't forget how the campaign made them 'feel' and channel those emotions to associate them directly with the company or product being promoted.
3) Leave a positive footprint on consumers, this is extremely beneficial to the growth and success of your company.
4) If the emotional angle is the one you are trying, you need to make sure you get it right!
