Technology is great isn’t it? I mean, who doesn’t enjoy passing by their favourite digital vending machine that remembers your order, live tweeting a magical flight tracking billboard and having their can of Coke delivered by a drone?
In this brave new technologically enabled world, connecting to audiences has never been easier. The challenge now facing marketers is how to connect with audiences.
The legendary Bill Bernbach once said, “You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.”
It was true in the 1950s and it is true today.
Human emotion is one of the most powerful forces there is. The key for marketers is to find the emotional trigger and capture in a way that will compel the audience to think/feel/do something beyond just buy your product.
No matter what the technology used, great campaigns tap into an emotion deep within us. Whether they make us cry, laugh uncontrollably, or the cuteness raises our voices three octaves, we feel compelled to share them with our friends and family.
And it seems that we’re not alone here. Global creatives David Lubars, Creative Officer, BBDO Worldwide, Chairman BBDO North America, and Josy Paul, Chairman, Chief Creative Officer BBDO India, discussed this very topic recently in Cannes and concluded an ads success comes down to the level of Oxytocin the ad induces. (Oxytocin is the chemical in the brain responsible for nice and is the reason some ads sweep the globe faster than the latest pirated episode of GoT while others are destined to be forgotten).
But don’t take our word for it; take a look at some recent ads that in our opinion have done an incredible job of harnessing technology to deliver a powerful human experience.
Google Reunion tells the story of two friends separated 66 years ago following the partition of India and Pakistan.
Nothing triggers box-loads of oxytocin like those three little words, I love you. But sometimes, they can be the hardest to say.
In China, cultural norms mean many people have trouble telling their parents how they really feel. Chinese electronics retailer Gome created a recordable gift box where consumers could send a heartfelt message along with their gifts during the Chinese New Year.
The most popular ad of this year’s Super Bowl inspired a collective “awwww” from around the globe. Puppy Love stars a group of Clydesdales and a puppy that share a very special friendship.
Another awe-inspiring example is a Guinness ad that tells the story of two biathletes and captures the unbreakable bond between sisters.
What makes the truly great campaigns so special is that they are beautifully executed. Every element, from the cast to the soundtrack, the dialogue to the carefully placed silences, has been crafted to awaken something inside of us. To make us really feel something.
And that’s something all the technology in the world could never replace.