In a market saturated with products and services, emotional marketing plays a very important role for brands today, as it restores value to the human aspect rather than the numerical one. Today's consumers (Millennials) in the digital age are won over by companies that, in addition to providing a quality product or service, offer them a "skin-to-skin" experience.
In this way, brands achieve a positive connection with their customers or consumers through experiences and, by using sensory experiences, generate feelings of well-being or pleasure.
A perfect example is the Coca-Cola brand, which sells sensations. Its "Happiness ATM" campaign was and is the first ATM from which you could withdraw 100 euros for free, without a card, with the only condition being that you had to share it to make someone else happy. The machine gave some advice, hoping that the beneficiaries would use the money for a good deed.
"New trends in outdoor advertising are attempting to combine two key ideas: making a big impact while integrating ads into consumers' daily habits. The aim is to combine functionality with originality, making ads less invasive and adding value." (Merca 2.0 magazine)
When it comes to millennials, creativity is extremely important, which is why we must continue to focus on emotional advertising. If done correctly, it has the power to transform an ordinary day, creating invaluable media coverage and an unforgettable brand experience for customers.
