There are three distinct brands that come into my mind when I think of hope, happiness and ho ho ho: Barack Obama, Coke and John Lewis. What these brands have managed to do is carefully craft advertising campaigns that are remarkably powerful. To a point, where a single thought can directly associate me to their brand. The ability to connect on an emotional level has been fundamental.
The iconic image of Barrack Obama with the word ‘HOPE’ became a cultural phenomenon in 2008. It was adorned on posters, clothing, stickers and much, much more. It became an important symbol in the political landscape and connected with the public through an isolated message. Its simplicity resonated across mass audiences and allowed for the message of ‘HOPE’ to create an emotional belief of a better future. ‘Til this day, and I’d believe for a long time in the future, the ‘Hope’ campaign will be one of the most memorable and influential political campaigns to ever exist.
Now, I’m all for promoting healthy eating, however Coca Cola continues to engage me through advertising. They just do it so well, I can’t hide from them! When Coca Cola launched ‘Happiness,’ a global marketing campaign, it focused on the simple, yet powerful idea of sharing. They took this message and integrated communication across various media channels. My all time favourite – the ‘Happiness Truck.’ A Coca Cola van drove around the roads in Rio de Janeiro giving out free Cokes, soccer balls, t-shirts and other gifts, to all those who pressed the large button on the truck. The joy and excitement expressed on the faces of the people, honed in on the core message of happiness. Its feel-good emotional connection was pivotal to its success.
Last, but definitely not least, is the highly anticipated John Lewis Christmas campaign. Every year the nation and marketing community, in particular myself, quiver in anticipation of its launch. Whether you need an entire box of tissues or one, it’s sure to pull at your heart strings. The brilliance behind the television commercials, is its cleverness in alluring you into the moment and capturing your attention for its entirety. Then it leaves you with a heart warming feeling, only to make you want more. In essence, it illustrates the power of story telling.
It’s undeniable the increasing levels of skill required to create a campaign. There are fundamentals to follow… a definite communication message, engagement through an emotional connection, the integration across various media channels and much more. However, to hit the mark and create an effective campaign, a balance of craftsmanship, experience, innovation, expertise and artistry is key. Why not leave it to the experts, we promise not to leave you in tears or will we?…