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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.