For a long time now, smart marketers have realized that emotions play a key role in advertising. Notice the number of ads around you that have toddlers and infants in them. For sure, there must be studies and surveys to indicate that customers buy products and services based on the way an ad communicates and makes them feel.
An interesting print ad that has caught everyone's attention in Canada is from Scotiabank - that of a new born baby with an interesting tag line on "Richness". I got to know more about it yesterday when my husband's friend made a mention of it. Our friend’s son turned one yesterday. As we all wished the little one, the proud parents happily shared with us how life had changed for them since the arrival of the little one. Anxious moments during the labor (delivery) turned into joyful moments with the arrival on the new one. Anyway, as the conversation continued, the parents commented that their emotions were best matched by the Scotiabank ad.
I did a quick search and noticed that this ad was developed by Toronto agency Bensimon Byrn. The ad was developed after a consumer research indicated that the concept of a “richer” life meant something beyond money and personal wealth for Canadians. There is also a video of the ad - a real-time shot in a hospital with the onscreen copy reading “Richness is …the moment everything changes.”! Watch the video here
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