E.Q.

I have been going over and have been evaluating advertising campaigns that have resonated among its target markets and have found that advertising or communication that has touched consumers on an emotional level have been REALLY successful. The fact that a brand just not makes a claim to be attached emotionally but goes out and proves it, has done its job. Some recent communication campaigns are a true testament to this. Barack Obama's "Change" campaign is a great case study and boils down to the fact that simple ideas with what I would like to call Campaigns with Emotion Quotients will always prevail and cut through clutter. The campaign brought out people who never voted before and the largest turn out of first time voters. There obviously has to be a rationale behind the message but the power of simplicity and emotion is undeniable. What is missing in today's advertising is the lack of the link between the consumer and the brand. There are continuous attempts but very few are successful (My apologies, if I offended anyone). The Canadian Tim Horton’s 'Every cup tells a story' has been one of my favourite campaigns. The TV ad celebrating moments and the previous hockey dad commercial were done very tasteful. The message was simple, engaging and connected with its consumers at a very personal level. The online element of the campaign where people could submit their stories and experiences was just the icing on the cake and proves the dynamism of an integrated campaign.

The following is the extended version of the Tim Horton's Ad