I recently attended The Digital Marketing Show – Mid Term in London. It was a fantastic event with great and engaging speakers.
Tom Malleshitz, Director of Marketing at Three UK, explored the strength of "brain power" in his session "Creating 5* campaigns with digital at the heart". His talk provided insights on a case study of Three's recent marketing campaign focussing on the emotional reactions of their audience.
Malleshitz opened with the topic of "love and emotion". For Three this meant encouraging their customers to feel something for their brand whilst coming up with a campaign which would trigger emotion and create a memorable impact. In his talk, Malleshitz focused on the importance of tracking customer reactions in response to content. Three used “Brain Juicer”, a tool which optimises marketing by monitoring consumer behavioural change and creating tactics to use in the marketplace. Three found that their campaign engaged viewers with emotions of happiness and surprise whilst attracting a positive response.