# Mobile Sentimentality Service providers turn to humanized campaign elements for consumer appeal. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Dec 10, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/mobile-sentimentality ## Key Figures - Trend score: 2.2/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jan 17, 2013 to Dec 9, 2014 - Published: Dec 10, 2014 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Mobile Sentimentality trend ### 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. ### 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. ### 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. ## What the Mobile Sentimentality trend means for industry ### For 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 for Mobile Sentimentality Trend score 2.2 out of 10, from popularity 43%, activity 16%, freshness 8%. - Popularity: 43% - Activity: 16% - Freshness: 8% ## Examples of the Mobile Sentimentality trend 4 featured examples from Jan 17, 2013 to Dec 9, 2014. - [Mobile Freedom Campaigns](https://www.trendhunter.com/trends/telecom-marketing): This Telecom Marketing Campaign Shows Using Cellular Data Without Fear (Category: Marketing) Implication: Disruptive innovation opportunity for telecom companies to create marketing campaigns that highlight affordable and unlimited mobile data plans. - [Mobile Instrument Symphony Campaigns](https://www.trendhunter.com/trends/hello-bank): Hello Bank's Mobile Concerto Serenades a Crowd Using Mobiles (Category: Unique) Implication: Opportunity for the music industry to create new possibilities for instrument makers, composers and conductors using mobile devices. - [Firefighter-Featuring Telecom Ads](https://www.trendhunter.com/trends/vodafone-uk): This Vodafone U.K. Ad Shows Real Firefighters Battling Fires (Category: Marketing) Implication: An opportunity for cellphone service providers to rethink their marketing strategies and focus on dependability messaging instead of lifestyle-related messaging. - [Super Speedy Cell Surfing](https://www.trendhunter.com/trends/orange-mobile-phones): Orange Mobile Phones Promotes Its Lightning Fast Data Speed (Category: Tech) Implication: The telecommunications industry can explore disruptive innovations in data speed optimization to enhance user experiences and enable new applications. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)