“SCREAM!”
That’s the big idea behind the Icelandic Tourist Board’s new ad campaign. An idea that not only captures their audience’s state of mind but creates an unforgettable response to their current plight.
Iceland offers plenty of open spaces with natural beauty for visitors to enjoy.
That makes this message particularly relevant as many of us are staying close to home, isolated from people and experiences. But they didn’t stop there. They offered viewers a chance to express themselves. To become participants. To relieve their anxiety and frustration in a healthy and timely way. It’s the perfect release.
Today, many questions are confronting companies and their brands. How should they market to their audience? How can you successfully reach them? What’s it take to ensure and maintain brand loyalty? Build a sense of trust? In essence, it’s what does your audience really want to hear from you? The key word being, “hear.”
Today, communicating with your audience is a two-way street. Both sides of the street must be listening to one another. Consumers want to know their brand supports them, is behind them, thinking about their well-being. Messages should be reassuring. Convey a sense of empathy and understanding. Strong brands will somehow demonstrate their show of support and work to create a bond with their customers. Something that will sustain their loyalty long after this uncertainty is gone.
This is a time when creativity and inspiration of thought are absolutely essential. It’s not just about getting out there. It’s about finding unexpected ways to reach your audience. Something that will have positive impact. Capture their imaginations. Connect with them on a level you probably haven’t connected with them before. Be sincere vs. pretentious. Genuine vs. Assumptive. It’s time to let your customers know you’re in their camp.
Like to find out more about how we can help your brand reach customers in ways that create trust and build lasting relationships? Get in touch with us. In the meantime, our best to you and your families.
Credits to M&C Saatchi Group for the “Promote Iceland” Campaign