Is SAD the new HAPPY in Advertising?

Let’s begin with the obvious. It’s an always on world. While being perennially and technologically connected, geography being history and all of that, at no time have humans been so socially disconnected in the real sense.The need (and significantly unmet) desire for human bonding has never been greater. Nuclear existence has stoked the potential that is kinetic in humans. There is a clamour to reach out and brands are bending over backwards to suit the new found relish for the pathos.
It’s a given that sad news travels fast. But, advertising that stokes emotions( or SADvertising as it is being called these days) that strikes a strong emotional piano chord and opens up the tear ducts, travels fast, wide and deep. Empathy meets exponential sharing, opens up a floodgate of brand conversations,triggers otherwise hard to come by response, sustains brand dialogue and keeps all stakeholders be it brand owners, ad agencies or end users, happy (ironic as it may sound!).
Why the sadness?
It is said that sad emotional content has the capacity to make people feel more emotionally connected to one another, especially powerful in our detached digital world. This sad connectedness makes people more likely to take an action such as sharing content, donating money, or buying a product.
Communicating sadness can create behavioral change
Scientifically speaking, when we hear interesting stories, specifically stories that make us feel distress or empathy, our brain produces two chemicals: cortisol, which links with our sense of distress and helps us focus our attention on something, and oxytocin, which is associated with our sense of empathy. When these two chemicals are triggered, studies show that people are more likely to give money to a cause related to the story they’ve heard.
In short, the study reveals that it is possible for a story to change a person’s behaviour by changing their brain chemistry. What does this mean for brands? Sad stories have the potential to move people to make a purchase. This is why we’ll likely see more of these sad ads in the future.
We have moved on from an era of media scarcity to an era of attention
scarcity. Getting people’s attention is what we’re trying to do, and I
think that meaning, something that people can relate to on a very
visceral level, is what drives a lot of the decisions we make when we’re
talking about things. Hyper competition has forced brands to not only
assure customers a good product or service but make it very relatable
and more meaningful than any other good product.
Over time brands have realised that the consumer culture has evolved
and people are more reflective and mindful of their lives. There is a
constant search for deeper layers of meaning once you have all the
things you need and most of the things you don’t need but desire. The
ad industry of the last decade was mean, cynical and celebrated
bitterness. Those were the days when brands wanted to be Sexy,
Swaggering or Sweeping. That showed up in most of the work that was
put up. Don’t blame them as it seemed to work for all concerned. But,
then after a while, people got sick of it and when a voice and tone which
conveyed exactly the opposite stuck in, the positive reaction was
overwhelming.
Lets list a few of the work from yesteryears where brands have stirred up a flood of emotions all over the world and that includes P&G and its commercial released around the Olympics(https://www.youtube.com/watch?v=sUg6s-uIp1w), Honda’s Project Drive In(https://www.youtube.com/watch?v=_kRU9Au-fhk), Coca Cola Life in Argentina(https://www.youtube.com/watch?v=xPb1t3jU3sI), Nestle Good Life commercial in India(https://www.youtube.com/watch?v=syZju6ui394), Google’s Dear Sophie(https://www.youtube.com/watch?v=kcHV_Dv9tlo), Dove’s Beauty Patch(https://www.youtube.com/watch?v=XpaOjMXyJGk), John Lewis(https://www.youtube.com/watch?v=r9D-uvKih_k), Budweiser’s Puppy Love(https://www.youtube.com/watch?v=7p_3lITiK_Q), the charming tale of a canine equine romance or Expedia’s commercial(https://www.youtube.com/watch?v=-CzSeFHrSfM) about same sex marriage where the father fights his prejudice etc.
The flip side of this (which is worrying) is that it has become a trend. The
word ‘ emotional ‘ is now become the most over used word in client
agency briefs. If you are used to agencies creating a trend which should
ideally be the case(rather than following one), its time to take stock. We
just might be at a tipping point on this one. But, till such time, it sinks in,
it’s cry, cry, cry till you succeed for brands and agencies.
Go, grab your tissues!
ENDS
https://www.groupisd.com/story
https://www.brandknewmag.com
https://www.brandknew.groupisd.com
https://www.weeklileaks.com

Marketing the new ‘Terms ‘ of endearment

Marketing the New ‘Terms’ of Endearment

Over the years, tried and oft used terms in the world of business and marketing have transcended convention. We seem to be in a perennial state of having to come to terms with these terms. Here is the term sheet on that.

Brand Owners, Advertisers and Marketers were once cosy with ‘ Mass Market ‘. Try and reach the maximum audience numbers through mass media. A lot of the times it was about Spray and Pray. Mass Market transitioned to ‘ Mass Customisation ‘ which went beyond one size fits all to one size fitting some. With the advent of Artificial IntelligenceMachine Learning and Data Science, we are now in an era of the ‘ Customer Segment of One ‘, where one individual as an audience is targeted with high degree of precision and success.

The disclaimers have been turned on its head as well. What used to be common place was a term going as ‘ Caveat Emptor ‘ which essentially was to say buyers beware. The entire onus and risk on buying a product or service was all on the buyer/end user. Now, in an over commoditised world, where we have moved on from push and control to pull and engage, where top down has given way to bottom up marketing, what is evident is ‘ Caveat Venditor ‘, where the accountability and responsibility rests fully on the seller. The wheel has gone a full circle.

Not until long ago, brands and their marketing plans were etched out keeping demographic groups in mind. A pre decided age group with a certain buyer persona was carved out and communication was created to influence and impact that community. The universe has changed dramatically. Brand marketers have now started addressing mindsets which throws conventional wisdom out of the window. As they have now begun to chant, RIP Demographics!

Consumer aspirations have taken a twist as well. Yesteryears we had all marketing and communication created to induce brand ownership. With so much millennial consumption happening, the entire paradigm has now shifted to owning experiences. The new brand mantra for marketers is CeX(Customer Experience) and the City. Ownership is passe, experience is the new aspiration.

Remember those days when the quintessential manna from heaven was ‘ brand loyalty ‘. Coveted, treasured, revered. Loyalty was royalty. In an era of surplus of goods, information, choices, services and a deficit of trust, attention and resources, ‘ customer infidelity ‘ has replaced loyalty. Cheaper, better, faster? Here we shift loyalties!

We were just coming to terms with the ‘ knowledge economy ‘ as it moved on from the  ‘ Industrial Economy ‘and before we knew it we were bang in the middle of the ‘sharing/collaborative economy‘. The dust had hardly settled on that and now the entire attention is rooted on the ‘ attention economy ‘. In an age of perennial distraction, attention is the new premium.

Since advent of marketing, and the quest for differentiation, the narrative has revolved around a USP(Unique Selling Proposition). That feature or benefit which makes your brand distinct or unique from other competitors in the eco system.Then came the not so holy communion onslaught- the SOS- Sea of Sameness. Nothing unique, nothing distinct, the herd mentality, the also ran, the me too. Which prompted our research at ISD Global to discover what we have come to label as UFP- Unique Feelings Proposition– where state of the heart is what brands are appealing to win trust, loyalty, mind and wallet space.

Am sure we will have more to chew on as the intersection of consumer behaviour, rapid evolution of technology and the ever changing socio economic landscape will throw up more perspectives that we have to come to terms with. Till then, au revoir.

ENDS

www.groupisd.com/story

www.brandknewmag.com