Category
Lifestyle
Assisted Choices
Trend cluster
Category
Mobile
Sentimentality
Service providers turn to humanized campaign elements for consumer appeal.
2.2
Trend score
Trend
What is the Mobile Sentimentality trend?
Mobile Sentimentality: 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.
Trend themes
Themes within the Mobile Sentimentality trend
Three behaviours holding the trend together01
Emotion-Centric Lens Marketing
Service providers are seeking to demonstrate benefits like data coverage through a more emotion-centric lens, creating disruptive innovation opportunities in the marketing industry to connect with customers on a more personal level.
02
Mobile Instrument Symphony Campaigns
Mobile Instrument Symphony Campaigns like Hello Bank's Mobile Concerto are a new trend in experiential marketing, opening up a disruptive innovation opportunity to create memorable experiences through the use of mobile devices.
03
Mobile Data Freedom
Mobile Data Freedom campaigns like Wind Mobile's 'Freedom to Connect' are a trend in telecom marketing that emphasize the security and safety net of data plans, creating a disruptive innovation opportunity for service providers to appeal to cost-conscious customers.
Industry implications
What the Mobile Sentimentality trend means for industry
Where the trend changes the playbookFor
Telecom Industry
These trends heavily impact the Telecom industry and create disruptive innovation opportunities for service providers to better-market their products and services.
For
Marketing Industry
These trends are disrupting the Marketing industry, creating an opportunity for businesses to connect more personally with their customers.
For
Consumer Electronics Industry
These trends in mobile marketing may have a significant impact on the Consumer Electronics industry as mobile devices become more integrated with various aspects of consumers' lives.
Trend signals
Trend signals for Mobile Sentimentality
Trend score 2.2 out of 10, from popularity 43%, activity 16%, freshness 8%.
Popularity43%
Activity16%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Mobile Sentimentality trend
4 featured examples from Jan 17, 2013 to Dec 9, 2014CategoryMarketing
Mobile Freedom Campaigns
This Telecom Marketing Campaign Shows Using Cellular Data Without Fear
Disruptive innovation opportunity for telecom companies to create marketing campaigns that highlight affordable and unlimited mobile data plans.
CategoryUnique
Mobile Instrument Symphony Campaigns
Hello Bank's Mobile Concerto Serenades a Crowd Using Mobiles
Opportunity for the music industry to create new possibilities for instrument makers, composers and conductors using mobile devices.
CategoryMarketing
Firefighter-Featuring Telecom Ads
This Vodafone U.K. Ad Shows Real Firefighters Battling Fires
An opportunity for cellphone service providers to rethink their marketing strategies and focus on dependability messaging instead of lifestyle-related messaging.
CategoryTech
Super Speedy Cell Surfing
Orange Mobile Phones Promotes Its Lightning Fast Data Speed
The telecommunications industry can explore disruptive innovations in data speed optimization to enhance user experiences and enable new applications.
