Emotional Marketing

Using emotion in marketing

Emotional Marketing


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report explores Nissan's emotionally-driven approach to marketing, which aims to foster a clear sense of excitement around the brand.


Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how SmartLife, a United Arab Emirates (UAE) based non-profit organisation, created an interactive work of art to raise money and awareness about the education of blue-collar workers' children.


Rohan Lightfoot, Jennifer Lin and Tim Doherty, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola invented a new form of music-sharing in a summer campaign in China, to appeal to younger consumers.


Nathalie L'Hoir, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola reconnected with the teen market in Belgium with its 'Share a Coke' campaign, in which the Coca-Cola name was replaced with 200 of the most popular baby names of the 1990s.


Adrian Mills, Danish Chan and Karl Bates, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how the Victorian Responsible Gambling Foundation (VRGF), an Australian statutory authority, created a new online public treatment program for problem gamblers.


Saji Abraham, Varsha Chawda and Jane Dorsett, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a campaign in India to save children's lives through raising awareness of the need for handwashing with soap.


Linda Carlos, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Mercedes-Benz crowdsourced sound for a TV ad for its E-class car, following research that the found the sound of its engine had an emotional impact on drivers.


Jay Chiat Strategic Excellence Awards, Honorable Mention, 2014

This case study explains how the Australian National Preventive Health Agency took a new approach to its anti-smoking message to get people to think about the pain of smoking-related illness, and to avoid it by quitting smoking.


Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how NAMI, a US mental health charity, tackled stigma surrounding mental illness by reaching out to those who needed support.

WARC RECOMMENDS


WARC BRIEFING

Using Emotion

Key trends and theories in emotional appeals


ARTICLE FOCUS

Pervasive, Yet Misunderstood

Millward Brown on how emotion is misused by marketers


CASE STUDY

P&G: Thank You Mom

Activating an Olympics sponsorship through family ties


RESEARCH PAPER

How TV Builds Big Brands At Low Attention

The emotional brand-building capacity of TV


WEBINAR

Being rational about the emotional

A panel discussion on emotional and social research


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising