Trump, Brexit, ISIS! Why 2016 Was All About The Power Of “Fear Marketing” (& Why 2017 Should Be The Year Of Fun)
In this exclusive B&T guest column, MediaCom Sydney’s digital strategy director, Duncan Jones (pictured below) argues, sure, 2016 was unpleasant; however, he says, that doesn’t mean the coming 12 months need be too… and there are plenty of lessons for brands and advertisers!
“If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it?”
When a brief lands on any strategist’s desk, their role is to find these mechanisms and motives. We coin it here at MediaCom as tapping into a connection truth – a commonality within the ‘mass’ which can be used to provoke a reaction, or as Edward L. Bernays describes above ‘to control’.
Whether it’s called psychology, neuromarketing or just general brain-prodding, the human element of advertising is what drives my passion for this industry. If I can guide a brand to tug on some heart strings or get Millennials to actually “LOL”, I can feel I’ve done a good day’s work. That being said, there is one emotion that still doesn’t sit well with me and that is when a connection truth taps into fear.
Of all the emotions, fear is certainly one that can drive a strong return of investment. There have been many studies which show that fear will top sex as a ‘go-to’ tactic to drive “a higher recall than warm emotional content”.
Such a prognosis is understandable due to the strength of fear as an innate emotion. The same chemical reaction that once saved cavemen from being eaten by a T-Rex, has now evolved to be triggered by the threat terrorism or of social exclusion. These modern day faceless fears are now broad ranging and complex, but certainly no less potent in their response. It is playing in these murky waters therefore, that I start to get nervous – with emotions like vulnerability on the line, there arises a question of advertising ethics.
With fear insights, come great responsibility
Take old mate Donald Trump as an example, who has a whole campaign built on fear. His casual branding of Obama and Clinton as ISIS collaborators within his election campaign is one which saw him less ‘tapping’ into a fear, rather swinging in on it like an orange wrecking ball.
The same can be said for Brexit with Nigel Farage and ‘Leave’ campaigners tapping into fears of immigration and misdirected funds being detrimental to the NHS, all in the name of ‘taking back control’. Regardless of whether these statements are based in truth, the sticking power of fear clearly does directly impact perceptions – a scary thing in itself.
Needless to say, 2016 wasn’t the chirpiest of years and it is taking its toll!
We see that one in six young Australians is currently experiencing an anxiety condition and 50 per cent of Millennials are choosing to block out digital advertising completely. We are a consumer increasingly exhausted of being told we are missing a trick or left cheated by foretold threats not coming to fruition.
But it is in these murky waters that I see a real opportunity, or rather, an obligation, for our industry. In 2017, we can change the language of ‘target’ audiences from an aggressive impersonal challenge and evolve it into a more human, responsible and relationship based rhetoric. This year should be the year we flip fear into fun and look to empower rather than ensnare and here’s why:
Happiness is a drug we want to share
A study in 2010 of the most-emailed New York Times articles found that people preferred e-mailing articles with positive rather than negative themes, and they liked to send long articles on intellectually challenging topics. This sharing is such that a later New York Times study showed that good news in fact travels faster and wider than bad news.
We only have to look at the carpool karaoke and pineapple pen style YouTube videos which went viral in 2016 to see that people have a craving to share pleasurable and positive content. Every day they reveal to us that they are dopamine junkies looking for another content hit and we should be advising our clients to tailor their connection strategy to match.
The prioritisation of consumer needs ahead of brand wants will see return on advertising spend paid back in dividends through earned media. Take MediaCom’s ‘Hungerithm’ campaign for Snickers as an example. By lowering the price of snickers in 7-Eleven’s nationwide to help counterbalance anger increasing on the internet, they active sought make us all a bit happier.
Why flog the horse of negativity when you can sit back and watch a positive message like this fly?
Brands who cried wolf marketing
Fear based marketing has a place when trying to create short term awareness, often saved for socially focused campaigns such as smoking prevention or driving safety awareness. However, outside this realm, we need to steer away from short term campaign mindsets and instead focus on longer term implications which a connection strategy may have for a brand.
We see brands pushing product benefit in FMCG and creating exclusivity and FOMO in luxury, but I would argue that this may not help to grow longer term positive brand association. The repetition of ‘what we need’ or ‘what we’ve missed out on’ may help to drive some spikes to sales, but has a shelf life for a brand. If you claim your brand can solve being ‘un-cool’ or ‘on trend’, it needs to come through on its promise, otherwise savvy consumers will very quickly become disenfranchised.
Fitness First’s recent switch to their ‘how fit feels’ campaign is a great example of applying long term thinking for their brand. Instead of preying on summer body muffin-top fear which would drive short term panic sweating on a treadmill, they are aiming to build an empowering mantra for their brand to maintain active memberships and consumer longevity. Even better
Turn our industry frown upside down
In an industry which looks to forge relationships between brands and consumers, I’m not sure I want to be associated with strategies whose by-product looks to make people fear being less worthy, un-cool or languishing behind a conceptualised ideal. It is this focus which has brought us to an era of ad-blocking, cynicism and stress.
Instead, we should guide brands toward ‘understanding the mechanism and motives’ which look to add positive value through understanding what people actually want and need. From this, not only will our clients benefit by standing out from the consumerist crowd shouting at people, but also our industry can shift a negative perception. By drawing a line under fear marketing, our industry will no longer be seen as seeking to ‘control or regiment the masses’ but can rather rekindle receptivity by enhancing their every day.
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.