We’re living in a Super Stress Era (one of JWT’s 10 Trends for 2013), and news headlines filled with what seems like more doom and gloom than normal are only driving more stress and anxiety among consumers. Brands can help lift spirits by offering consumers some unexpected moments of cheer. Earlier this summer, TD Bank scored a viral hit after it created a few special ATMs that dispensed gifts to loyal patrons in Canada, part of its “TD Thanks You” campaign; these customers got anything from extra cash to a ticket to visit a faraway daughter with cancer. The smile-inducing video has garnered 10 million-plus views.
To illustrate its tagline “Awakens a smile in you,” Brazilian bread brand Nutrella also jumped on the joy bandwagon with its “Friendly Mirror”: a mirror placed around public places that gave random compliments to people walking by. (An idea similar to Avon’s 2011 “Miraculous Mirror” campaign in Slovakia.) Meanwhile, in early August, Honda promoted its annual summer clearance event with a “Summer Cheerance” campaign, which included a “Cheerance” playlist in tandem with Pandora, piñatas for passersby to swing at, a “Stand Here for Cheer” box (which released surprises like saxophone serenades and a bouquet-toting bear) and silly fun in partnership YouTube celebrity Andrew Hales.
For consumers weighed down by anxieties, marketers have the opportunity to be a bright spot, building a brand narrative based in joy.