Emotional Marketing

Using emotion in marketing

Emotional Marketing


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report shows how Volkswagen, the car manufacturer, is using data to understand customers, serve them better and increase loyalty.


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report reveals how British Airways, the air carrier, discovered a revenue-generating opportunity through the intelligent use of analytics - winning a Grand Prix for the Jay Chiat Awards for Strategic Excellence as a result.


Chandrasekar Radhakrishnan, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the launch of coffee variant Nescafe Sunrise Strong in Andhra Pradesh, a region of India, which picked up on changing marriage dynamics and growing female strength.


Lalit Agrawal , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Johnson's Baby, the baby care brand, strengthened its equity among Indian mothers via a CSR activity.


Someshwar Mehra , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Maggi Noodles, the noodle brand, defended its market position in India through a campaign with an iconic Bollywood star and a big user participation element.


Suzzane Zhang, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Bailey's, the alcohol drink, targeted Chinese women by focussing on special female friendships and their importance to women.


Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.


Tanawat Chomtong , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Smirnoff, the vodka brand, introduced itself to a new generation of drinkers by igniting a conversation about young people's unspoken desires and rising aspirations in Thailand.


Namit Prasad, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Vicks Cough Drops, the over-the-counter pharmaceutical product, doubled growth in India by encouraging casual consumption.

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