Surprise is a powerful emotion that can be used to great effect in marketing and advertising. When used correctly, surprise can grab attention, increase engagement, and drive sales.
In this article, we will discuss how to use surprise to inspire your audience. We will cover topics such as:
- What is surprise?
- How does surprise work?
- How to use surprise in marketing and advertising
- Examples of successful surprise campaigns
What is surprise?
Surprise is a sudden feeling of wonder or amazement caused by something unexpected. It can be caused by a variety of things, such as a funny joke, a beautiful sunset, or a sudden change in the weather.
How does surprise work?
Surprise works by disrupting our expectations. When we are expecting something to happen, and something else happens instead, it catches us off guard and creates a feeling of surprise. This feeling of surprise can be very powerful, and it can have a significant impact on our emotions and behavior.
How to use surprise in marketing and advertising
Surprise can be a very effective tool in marketing and advertising. When used correctly, it can grab attention, increase engagement, and drive sales.
Here are a few tips for using surprise in marketing and advertising:
- Be unexpected. The key to using surprise effectively is to be unexpected. If your audience is expecting something, and you do something else, you will be more likely to create a feeling of surprise.
- Be relevant. Surprise should be relevant to your target audience. If your surprise is not relevant to your audience, it is less likely to be effective.
- Be creative. Surprise should be creative. If your surprise is not creative, it is less likely to stand out from the competition.
Examples of successful surprise campaigns
Here are a few examples of successful surprise campaigns:
- The Dove Real Beauty Sketches campaign. In this campaign, Dove asked women to describe themselves to a sketch artist. The artist then created a sketch of the woman based on her description. The sketches were then compared to sketches of the women created by strangers. The results showed that the women were much more critical of their own appearance than strangers were. This campaign was a huge success, and it helped Dove to raise awareness of the issue of body image.
- The Old Spice "The Man Your Man Could Smell Like" campaign. In this campaign, Old Spice created a series of commercials featuring actor Isaiah Mustafa as a confident and attractive man. The commercials were funny and unexpected, and they quickly went viral. This campaign was a huge success, and it helped Old Spice to become one of the most popular deodorant brands in the world.
- The Volkswagen "The Force" commercial. In this commercial, a Darth Vader look-alike tries to use the Force to open a door, get a cup of coffee, and start a car. The commercial was a huge success, and it helped Volkswagen to win several awards.
Conclusion
Surprise can be a very powerful tool in marketing and advertising. When used correctly, it can grab attention, increase engagement, and drive sales. If you are looking for a way to stand out from the competition and connect with your audience on a deeper level, surprise is a great option.