August 8, 2011

Get emotional

In this video featuring John Jay of Wieden + Kennedy he talks about the emotional connection agencies need to have with their clients and the target audience to get to the soul of the solution. The same goes for digital but how easy is it to achieve? With projects such as The Wilderness Downtown by Google we are seeing more online communication that is able to make that emotional connection.

As people become more emotionally invested online, especially with social networks, it is becoming more important for all digital marketing to have empathy and soul. Looking at some of the most successful projects of recent times we can see this as a trend that will only get stronger. From the Decode campaign with Jay-Z to Ikea’s Happy Inside we can see the power of emotion.

So next time you feel yourself getting too intellectual in your concepts take a breath and let your emotional side out a little. You might just end up with something a lot stronger…