Emotional Marketing

Using emotion in marketing

Emotional Marketing


Loren Bade , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Cebuana Lhuillier, a pawn broker and money remittance service, promoted its remittance service in the Philippines by focusing on the emotional reasons for sending money.


Narmata Keswani and Madhavi Unni, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Google, the technology company, created mass awareness of the Google Search's new features and drove search volume in India.


Stephen Whiteside, Event Reports, Content Marketing Summit, September 2014

This event report discusses how Red Bull has moved beyond selling energy drinks to organising a huge range of branded events, as well as controlling assets like soccer teams, Formula One racing cars and a music studio.


Terence Ling, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.


Jaclyn Lee, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Hewlett-Packard (HP) increased sales of its home printer range, despite a higher price-point than competitors, by closely targeting parents of school children in India.


Kamonwan Saenissara and Rachot Arunphan, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how TrueMove H, a telecoms company, promoted its 3G product in Thailand with an emotional campaign that focussed on the role of everyday communication in people's lives.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Audi, a car manufacturer, promoted Quattro, a four wheel drive system that can be installed in most models, to increase installation and sales in Germany, Italy and Russia.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study shows how Coca-Cola, the soft drinks manufacturer, reversed market share decline through its 'share a coke' campaign in several central & southern European countries.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Vodafone, the mobile network provider, launched a new phone tariff in Europe to increase its revenue per user by talking about the emotional connection people have with their phone.

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