On Sally Hogshead TED Talk, she described 7 triggers of fascination that evoke different types of actions from consumers, giving some examples from celebrities and big personalities.
Now I’m going to show a couple of examples on how products and services are actioning these triggers through their mass communication:
Some of the apps and online services that offer a free trial, have a very authoritative message when you want to make an action that requires a payment. This is an example of a message that invites to take command.
When it comes to passion and evoking emotions, no one does it better than Coke. This TVC was aired during the start of the crisis in Spain, and it really makes a good job attracting mom-related emotions. There is a re-make spoken in english but I feel the original Spaniard is better!
Jay-z DECODE campaign partnering with BING had hundreds of people curious about the rapper’s biography and where the next page of his book was going to be released. Watch the complete case here.
This Louis Vuitton print campaign showing celebrities at exclusive getaways sporting their LV bags makes a great job elevating this brand to a very aspirational level. The ads are great not only for showing famous people, but also for sharing a warm and natural closeup to their private lives, giving consumers a sneak peak of the exclusive trips of the rich and famous.
This campaign to increase awareness of dolphin fatalities in Japan evokes a huge sense of urgency and instant action. Using impactful clips of dying dolphins, and famous people supporting the cause, drive urgency to at least share this video to contribute somehow.
This 2011 Adidas campaign is still breakthrough 3 years later. Using celebrities (“Les Twins” french duo also known as hip hop dancers for Beyonce), launches a completely innovative device appealing to all those breakdance and urban culture followers, showcasing a bit more of the brand’s personality, beyond the traditional shoes commercial.
Chipotle, pursuing a strategy to go victorious on the fast food battles around health concerns and obesity issues, made this campaign called “Back to the start”. By showing how transparent, natural and organic their products were, the tex-mex QSR now owned by McDonald’s gained a more favorable image amongst its consumers, breaking the unhealthy image barrier of the category.