Send the Customer back in time.
Smells, textures, fonts, and theme songs from the past can be purposely used to evoke an emotional feeling. People feel good when they experience nostalgia because it reminds them of a simpler, happier time. Businesses can then instantly connect with consumers which makes the sale much easier. Researchers even say that it helps people cope with stress and loneliness and helps them get through tough times.
Last year, Facebook introduced "On this day". It gives people "a new way to look back at things you have shared and posts you’ve been tagged in on Facebook", says FB Product Manager, Jonathan Gheller. You can look back at content that happened years ago "On this day".
In this 50s-style ad, Progressive Insurance's Flo affirms her stance in modern times while the narrator is clearly still living in the past.
I remember learning to draw from TV instructor Bob Ross seen here below. His show The Joy of Painting aired from 1983 to 1994, ending just one year before his passing. Just last month, Adobe hit me in my nostalgia when they launched a video series paying homage to this beloved painter. Watch as transformed teacher Chad Cameron demonstrates how to use PS Sketch in Ross-esque style.
Honda targets today's 40 something adults by using childhood toys in marketing campaign. Enjoy!
In the video below, The Globe and Mail talks about Honda's clever retro ad campaign and how nostalgia can enhance brand associations.
Maybe mixing the old with the new can be an effective marketing message.
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner