Science and Emotions: Creating a Memorable Advertising Campaign


Memorable, successful advertising campaign – this is what each advertiser has in mind before even starting to think over all the what’s and the how’s. “Successful” ad campaign means more than defining the right channels and reaching as many potential consumers as possible through them. Without a doubt, both elements are extremely important, but they’re not yet it. An effective campaign is all about the message it conveys and the way it is conveyed.

So, let’s find out how to make your message resonate with your audience and produce the ultimate effect. Why not start with the hard data?

Global Trust in Advertising Study by Nielsen has been conducted to discover which advertising messages and themes are best accepted by the audience. The results of surveying over 30,000 consumers show that preferred messages differ with age and religion. Let’s look at a sort of “rating” of ad themes that resonate with the biggest part of audience:

  1. Ads dealing with real life situation speak loudest to 44% of global audience. According to a neuroscience research, familiar themes facilitate remembering information
  2. Ads with the touch of humor are well accepted by 51% of respondents in Europe and 50% in North America.
  3. Celebrity recommendations, action, motivational themes resonate with audiences aged 15-20 (also called generation Z) and 21-34 (Millennials).
  4. Ads featuring pets have greater impact upon older consumers.

As Randall Beard, president  of Nielsen Expanded Verticals, puts it, “Best-in-class ads share several characteristics: they’re relatable, follow an upbeat and simple storyline, use novel and striking imagery and make an emotional connection, … but there’s no ‘one-size-fits all’ formula.”

Secrets shared by the world’s most memorable advertising campaigns

Obviously, to be memorable and impressive, ads cannot be created using one template. Still, there are some “secrets” of creating a highly effective ad we can witness in some brands’ campaigns that take their consumers by storm. So, what do they have in common?

1. They tell a story, not sell

Instead of promoting products, an ad depicts real life situations, typical for the consumers, shows their pain points and ways to tackle them. If the story is well-told, it makes audience emotionally connected with the brand and proves that it does understand its consumers, which is reciprocated in more attention to its products.

2. They inspire

Setting a positive example to follow is another way to leave a lasting impression upon consumers. Ads that provide inspiration to overcome difficulties and work your way up, or motivate consumers to get up and take action won’t be left unnoticed (think about Nike’s Find Your Greatness Campaign). What’s most vital is to make them relevant and unique.

3. They picture true values

Honesty, confidence, beauty, compassion – in the world of ads overcrowded with blank promo, advertisements portraying the values that make life meaningful will surely stand apart. Remember Dove’s Campaign for Real Beauty? The hardest part is express your idea in the way that empowers your audience and makes them tick.

4. They build trust

If an ad provides good reasons why consumers should trust your brand or product, and customer loyalty is increasing – it worked! But stay away from listing the benefits of your product. Instead, show how your consumers can benefit from it. If you can, provide guarantees, but be careful to keep your word (FedEx fulfills its promises, and is trusted by millions of clients).

Bottom line

Probably, an idea of your perfect, attention-catching and memorable ad that has strong potential to go viral is already in your mind. When you bring it to life and are anxious to share with the world, TRACKLAM is the solution that helps place your out of home ads without leaving your home, and track their success online. Numerous options and possibilities for your convenience – don’t put off, sign up and try it now!