Emotional Marketing

Using emotion in marketing

Emotional Marketing


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Australian Department of Families Housing Community Services and Indigenous Affairs raised awareness of the plight of unpaid family carers.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Bank of America helped revive the public interest in fighting AIDS by boosting donations to (RED).


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Netherlands based funeral insurance cooperative DELA set out to change the way people viewed its service.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Luxottica brand OPSM challenged brand leader Specsavers in Australia by encouraging mothers to have their children to have regular eye tests.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Molson Coors Canada promoted its brand beyond its home market and attracted new customers from the millennial demographic.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Orbis HK, a Hong Kong charity, set out to increase donations to help the blind see again.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Yum Restaurants International reinforced KFC's position in South Africa as a brand that cares, in three consecutive campaigns from 2011 to 2013.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how greeting card company American Greetings drove traffic to its Cardstore.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how domestic violence in Serbia was brought out of the shadows and into the public eye by the B92 Fund.

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