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Ideas

Make ’Em Laugh

Make ’Em Laugh

Lennie Stern

Lennie Stern

October 31, 2018

BETC Paris’ Lennie Stern argues that achieving the right balance between emotional clues and informative content leads to effectiveness.

"Emotion speaks to guts before speaking to the brain and is actually the secret ingredient for memorable content."

WARC

By Lennie Stern
Head of Creative and Entertainment Strategies, BETC Paris

Oct. 24, 2018

 

The most shared content is always in some way evocative. Whether a campaign makes us cry with laughter or sadness, it makes us feel something to connect with the brand purpose. That’s obvious, right? Even if it might seem pretty basic, it sums up what should stand at the heart of all communication.

Emotion comes first in the “skip this ad” age.

Creating emotion is what brands have to do today. It has always been true, but it is unquestionably crucial in our current age of “skip this ad.” This era is one where we are all struggling for a few nanoseconds of attention.

At the heart of any piece of advertising, regardless of the channel or platform, there should be relevance, emotion, and compelling creative execution. Audience attention needs to be captured in a meaningful way for ads to be effective.

Emotion triggers a strong memory. Emotion speaks to guts before speaking to the brain and is actually the secret ingredient for memorable content. There’s no need to prove it again: many studies show that people rely on emotion rather than information when it comes to making a choice between brands. It is the right balance between emotional clues and informative content which leads to effectiveness.

Old equation, new technical requirements

Today, the question is less about which kind of emotional trigger is the most effective one and more about how to use them in the most relevant way. What is at stake is finding the right tonality and addressing the right target in the right moment on the right channel. This is actually the biggest challenge brands and advertisers have to address.

 

Read the full article

"Emotion speaks to guts before speaking to the brain and is actually the secret ingredient for memorable content."

WARC

By Lennie Stern
Head of Creative and Entertainment Strategies, BETC Paris

Oct. 24, 2018

 

The most shared content is always in some way evocative. Whether a campaign makes us cry with laughter or sadness, it makes us feel something to connect with the brand purpose. That’s obvious, right? Even if it might seem pretty basic, it sums up what should stand at the heart of all communication.

Emotion comes first in the “skip this ad” age.

Creating emotion is what brands have to do today. It has always been true, but it is unquestionably crucial in our current age of “skip this ad.” This era is one where we are all struggling for a few nanoseconds of attention.

At the heart of any piece of advertising, regardless of the channel or platform, there should be relevance, emotion, and compelling creative execution. Audience attention needs to be captured in a meaningful way for ads to be effective.

Emotion triggers a strong memory. Emotion speaks to guts before speaking to the brain and is actually the secret ingredient for memorable content. There’s no need to prove it again: many studies show that people rely on emotion rather than information when it comes to making a choice between brands. It is the right balance between emotional clues and informative content which leads to effectiveness.

Old equation, new technical requirements

Today, the question is less about which kind of emotional trigger is the most effective one and more about how to use them in the most relevant way. What is at stake is finding the right tonality and addressing the right target in the right moment on the right channel. This is actually the biggest challenge brands and advertisers have to address.

 

Read the full article

I help brands kick ad-blockers’ asses by creating branded content people will love. Unskippable ideas—that is what entertainment should be.

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