Shared experiences can shape our perception of a product. Our opinion of a product and the enjoyment and value we get from it doesn’t just come from our personal contact with it. How we perceive an iPhone, for example, is influenced by what we know about a brand — in this case, Apple — and how others feel about it.
Spotify’s internal creative team’s “Thanks, 2016. It’s been weird.” campaign played on the idea of shared experience. If you’re a Spotify user, you’ve no doubt listened to a song on repeat or created a playlist, so you’re familiar with how the streaming service works. The Spotify team used the enormous trove of user data at its disposal to generate funny headlines for the campaign, including:
- “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”
- “Dear person who made a playlist called ‘One Night Stand with Jeb Bush Like He’s a Bond Girl in a European Casino,’ We have so many questions.”
In another example, R/ GA took getting personal to a whole new level with Through The Dark for its client Google Play. The agency worked with Australian band Hilltop Hoods to bring their song, also called Through The Dark, to life.
The deeply personal track, written by band member Dan Smith, is about his son Liam’s battle with leukemia. R/ GA used the song as the basis for an interactive film where users navigate through two simultaneous 3D worlds, The Dark and The Light, by rotating their mobile device.
ADVERTISING IS DEAD; LONG LIVE ADVERTISING
Advertisers are navigating treacherous waters, attempting to win consumers’ attention amid a swiftly changing technology landscape and a backlash against a perceived overload of advertising.
And for the most part, they’re winning. At least, the creative ones are. The examples above show just how hard the top advertising agencies are working for your consumer dollars, using various channels from television to mobile to laptops to billboards, reminding you every time you switch devices that there’s a beautiful bag out there with your name on it.