At major events like the Olympic Games and the Super Bowl, emotions play a crucial role in advertisements. Everyone recognizes the feelings of competition, joy, or togetherness that these events evoke. However, how these emotions are utilized often determines whether an advertisement does more than just connect—it can even motivate viewers to make a purchase.
Nike versus Coca-Cola: different approaches, different results
The campaigns of Nike and Coca-Cola during the recent Summer Games in Paris illustrate this well. Nike's ad "Winning Isn't for Everyone" emphasizes the relentless drive to win. While it showcases the power of determination, it is less successful in creating a deep emotional connection with the audience. This affects the effectiveness of the advertisement in terms of brand recognition and persuasive power. In contrast, Coca-Cola's "It’s Magic When the World Comes Together" taps into recognizable emotions such as togetherness and hope. This fosters a strong emotional bond with viewers, contributing to higher brand value and longer viewing time.
What companies can learn from these campaigns
Advertisers can learn from these approaches. While demonstrating determination and success can be powerful, it turns out that ads that evoke empathy and humanity often perform better in creating brand loyalty and purchase intent. It is important to consider how emotions such as hope, joy, and connection can be effectively utilized.
How emotion can lead to better results
When developing new creative campaigns, especially for major events like the Olympic Winter Games, brands should not only focus on conventional emotional themes. By combining humor, inspiration, and empathy, advertisements can not only entertain but also create a deeper connection with the audience, ultimately leading to better results.
&