On Monday, August 18th the Wall Street Journal had several reports about advertising during the Olympics. The reports noted that according to a Neilson report (by IAG) ads that emotional ads outperformed the rest.
Well, yeah.
The Olympics are all about emotional and inspirational stories (at least they are supposed to be). The Super Bowl, for contrast, is about aggression and strength under pressure. It’s no wonder that ads like Visa's "Go World" campaign are in the top 5 for the Olympics. They are speaking to their audience in an emotionally and contextually relevant way.
What’s astonishing are the ads that run during the Olympics that don’t attempt to touch us on an emotional level. Some look more like Super Bowl ads.
The key to successful marketing messaging is not just to understand how to communicate to your target audience, but also to understand what frame of mind your target audience is in.
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