Back when I first started to work in the advertising industry, we understood the power emotions played in creating campaigns that would become part of popular culture and actually motivate people into action; be that to buy something, support something or alter social or professional behaviour. We did it by tapping into their emotional response mechanisms.
It was a time when psychology and sociology influenced ideas and brands were creating effective and iconic campaigns that frequently bridged the gap between art and sales in such a way that they took on a cultural relevancy that brands today, simply aren’t achieving.
People looked forward to the release of a new advertising campaign and friends would talk about their favourite ads in general conversation. Slogans became part of our everyday lexicon and brands actually achieved a love status. As much as digital has a place in youth culture, I’ve never once came home to find one of the children having printed out their favourite banner ad and stuck it on their wall.
However – the emotional purge perpetrated during the digital revolution saw many advertisers sacrifice this human connection between brand and consumer with the result that the media channels themselves have grown to become more important than the brands that are paying to advertise on them. People have stopped crafting brand stories and simply started to churn out emotionless content to fix little boxes on a little grid with little hope of any real engagement.
With many of the world’s most popular social media and search engines now being called out over manipulating their results, the question that many digital advertisers are having to ask is – just how effective is digital and have they been getting the results they were told they were?
For what it’s worth, my view is that digital can be genuinely effective, but brands need to be creating campaigns that people want to be exposed to in the first place and not just force fed. You can’t just bombard people in the hope of wearing them down. We need to create emotional connections with people again – be that making them happy, angry, sad or hopeful about a situation, product or service. When people feel, they act. Apathy is not an option. View digital as one of the many tools at your disposal and not the only one.
As mentioned earlier this week in one of our other posts, two of the most noteworthy campaigns of the past year were rooted in tangible experience that people could see and touch. They elicited real human emotions.
So whilst it might pain some of the digital evangelists out there to admit, we did know a thing or two about brand engagement pre www.
ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
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You could be forgiven for thinking that it sounds like the plot for a CS Lewis story, but 2013 really was a fairy tale year for The Mission Control.
It started with a Royal visit from Prince Andrew, who came to check out a brand that we’d launched in New York just a few months earlier. Then we had the news that our Creative Monsters campaign had taken gold at the An Post awards in Dublin. We don’t normally get excited about awards and leave them for our clients to collect, but it really was very humbling to be recognised by our counterparts from across the border for our creativity and effectiveness. So thank you.
The next chapter in our fairy tale year came with the news that Prince Charles was coming to visit and that we had to prep for his arrival at the Prince’s Trust. Working with some trusted suppliers and in complete secrecy, it was soon another case of Mission Complete coupled with some very well practiced curtsies. Oh – did we mention that we were also award Recommended Agency Register status for the fourth consecutive year? We were really proud of that one.
But the real crowning achievement of the year wasn’t the opportunity to meet people with more impressive titles than Creative Director or admire our nice new shinny gold award, it was getting the opportunity to work with some pretty talented marketing teams within our clients’ ranks.
So thank you to all of the marketing managers, directors, presidents, coordinators and executives that have made 2013 such an amazing year.
Happy New Year!
Working with the digital marketing team at Kingspan Environmental, The Mission was to create a tactile bridge between the traditional printed formats that Kingspan Environmental staff, suppliers and customers were familiar with and the new wider digital environment in which the brand sought to engage with its audience after the launch of its new website.
Our strategy was to embrace the motivators that we recognised as triggering a positive reaction amongst the audience and using these to stimulate a natural migration to the new site. This lead to the development of a printed info-brochure that provided users with the knowledgebase they would need to engage with the site in a familiar and approachable way, thereby overcoming the very human fear of change. Not only were users empowered but they were also presented with clear benefits as to how the site would make their daily working lives easier by way of specifying and getting technical information relating to the extensive range of products within the brand portfolio.
As a marketing tool, the info-brochure clearly showed that both traditional and digital communications channels could be used in conjunction to bring about positive audience engagement and behavioural change when you approach a project with an open mind and no preconceptions and allow the strategy to evolve organically.
What a fabulous month. We’re delighted to announce that we have just picked up not one, but two new clients in a single day. Our first win comes following a competitive pitch for a new chain of gourmet fast food restaurants. The win will see us create a new brand identity for the chain including naming, fascia and internal design as well as an extensive marketing campaign to introduce the brand.
Our second win hot on the heels of this is for a service that is close to our heart. We will be working with one of the UK’s leading care home providers to not only enhance their branding, including digital presence and internal wayfinding, but also creating engaging content that will help families facing the difficult decision of having to place a loved one in a caring and secure environment to do so with informed confidence.