Making an Emotional Connection: Two Brands Doing Just That
"Open Happiness"
"Your trip begins at michigan.org"
Unless you are my colleague Nathan who somehow manages to avoid practically all advertising, you are more than likely aware of the brands these taglines belong to.
I mention these campaigns specifically because they have truly made me think and feel the way the company and organization wanted me to. These two campaigns have managed to make an emotional connection with me. This doesn’t happen very often.
I pass the "Pure Michigan" billboards multiple times a day. They manage to catch my attention every time I drive by. My mind instantly takes me to the place on the billboard and I feel relaxed and calm. The same goes for the radio ads. I usually hate commercials on the radio and yet I listen to these commercials every time they come on. Who knew Tim “The Tool Man” Taylor had such a soothing voice. If I were planning a vacation right now, I can guarantee you that Michigan is one of the first places I would look into.
Coke’s “Open Happiness” campaign really caught my attention this past winter when I drove by a billboard in Kokomo. It showed two people making snow angels. It instantly brought a smile to my face and took me back to the many memories I have of making snow angels myself. This made me happy. (If you ask anyone who knows me well, they will tell you that I love acting like a kid whenever I get the chance.)
Coke has even taken their campaign to the next level – they are in the middle of a project called Expedition 206. This expedition started January 2010 and goes through the entire year. Three happiness ambassadors are traveling to all 206 countries where Coca-Cola is sold to find out what makes people happy all around the world.
These are two excellent examples of marketers making a real emotional connection with their target audience – the very thing advertising set out to do in the first place. Unfortunately, I don’t believe that most advertising actually accomplishes this. Does yours? If not, take some time to get to know your target audience on a more personal and emotional level. With resources like social media providing such a convenient way to do this, you have no excuse not to.
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