Consumers are increasingly intrigued and delighted by ideas that help. Ideas that help us run our lives faster, smoother, safer, better. We are gobbling up all manner of nifty little life-enhancing apps, tools and technologies with an incredible appetite.
It seems we want all the help we can get.
Teens are more interested in what their mobile phones can actually do than what make, shape or colour they are. Londoners are embracing Boris’s bikes like they’d never seen a bicycle before, turning a blind eye to the system’s inevitable teething troubles. And at Glasto, it’s the beer brand that’s laying on super smart queuing systems, giving punters more time with their music, that’s really turning festival-goers on.
More and more, we are inspired and excited by those things that add real functional value to our lives.
This isn’t to say, of course, that we aren’t just as eager to be endlessly entertained. But what happened to the ad man’s mantra, ‘sex sells’?
Are we entering a new era where ‘help sells’?
This is interesting stuff for Sponsorship & Social Media. Content is not just about entertainment, about running recorded footage of the lucky few enjoying real life events and experiences through broadcast channels as ‘second chance’ branded entertainment.
Consumer desire to be enabled is fresh and insatiable.
Let’s create insightful, compelling, value-adding content that helps all consumers get closer to what they love, through the brands they will grow to love.
Let’s ‘app activation’.
Josh Robinson
josh@robinsonpincus.com
No comments:
Post a Comment