Mobile Sentimentality

Service providers turn to humanized campaign elements for consumer appeal

Implications - Seeking to showcase mobile capacities in a more metaphorical manner, service providers are turning to symbolic ad campaigns for sentimental appeal. Referencing elements of bravery and long-distance love, providers are seeking to demonstrate benefits like data coverage through a more emotion-centric lens. This reflects a need to showcase product and service usage in a way that consumers can emotionally connect with.
SCORE: 2.9
Untested Top 4 Examples: 1,705 Total Clicks Jan 13 - Dec 14
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Consumer Insight Topics: TechMobileMarketingCommercials
Mobile Freedom Campaigns - This Telecom Marketing Campaign Shows Using Cellular Data Without Fear
SCORE: 3.8
Mild 502 Clicks Pub: Dec 9, 14
Mobile Freedom Campaigns
This Telecom Marketing Campaign Shows Using Cellular Data Without Fear
To kick off its Cross-Canada plan, Wind Mobile’s ‘Freedom to Connect’ telecom marketing campaign shows how easy it is to keep in touch with loved ones who are far away without... [More]
Mobile Instrument Symphony Campaigns - Hello Bank's Mobile Concerto Serenades a Crowd Using Mobiles
SCORE: 3.4
Untested 624 Clicks Pub: May 22, 13
Mobile Instrument Symphony Campaigns
Hello Bank's Mobile Concerto Serenades a Crowd Using Mobiles
In an effort to promote Hello Bank’s mobile platform, the company launched a ‘Mobile Concerto’ campaign where a symphony is played using only mobile devices. The digital... [More]
Firefighter-Featuring Telecom Ads - This Vodafone U.K. Ad Shows Real Firefighters Battling Fires
SCORE: 2.3
Untested 330 Clicks Pub: Apr 8, 14
Firefighter-Featuring Telecom Ads
This Vodafone U.K. Ad Shows Real Firefighters Battling Fires
This ad for Vodafone U.K. doesn’t try to promote a lifestyle-related message as is the case with many cellphone services ads, but aims to highlight the solidity and dependability of its mobile... [More]
Super Speedy Cell Surfing - Orange Mobile Phones Promotes Its Lightning Fast Data Speed
SCORE: 0.9
Untested 249 Clicks Pub: Jan 16, 13
Super Speedy Cell Surfing
Orange Mobile Phones Promotes Its Lightning Fast Data Speed
This commercial from Orange mobile phones promotes its high speed cell data speeds in a super slow motion kiss scene. The scene is set at a casual party as a couple gaze into each other’s eyes.... [More]