Category
Lifestyle
Assisted Choices
Trend cluster
Category
Marketing
Whimsicality
Consumers respond to brands that bring fantasy to life.
2.7
Trend score
Trend
What is the Marketing Whimsicality trend?
Marketing Whimsicality: Today's hyper-digital world has made advertising feel like a constant bombardment; as a result, many brands have adopted a humorous, self-aware approach to marketing. However, consumers still want to be surprised and delighted. Brands that use their influence to enchant audiences by turning fantasy into reality are able to engage consumers with collective feelings of wonderment. This approach disassociates advertising from the act of "selling," and instead positions brands as benevolent superpowers.
Trend themes
Themes within the Marketing Whimsicality trend
Three behaviours holding the trend together01
Brands enchanting audiences with whimsicality
Brands using their influence to enchant audiences by turning fantasy into reality are able to engage consumers with collective feelings of wonderment.
02
Empowering individuals to dream big
Ads that show individuals they can make their dreams come true encourage brand loyalty by tapping into aspirations of viewers.
03
Utilizing technology to challenge the impossible
Tech companies partnering with creatives to produce revolutionary art that challenges traditional work processes illustrate the changing face of modern technology and its ability to make the impossible possible.
Industry implications
What the Marketing Whimsicality trend means for industry
Where the trend changes the playbookFor
Automotive
Automotive companies can encourage brand loyalty by building long-term relationships with young audiences, particularly middle-aged males.
For
Advertising & Marketing
Marketers can engage consumers by enchanting them with whimsical campaigns that turn fantasy into reality and disassociate advertising from the act of selling.
For
Art & Technology
The partnership between tech companies and creatives to produce revolutionary art that challenges traditional work processes illustrates the changing face of modern technology and its ability to make the impossible possible.
Workshop question
Are your marketing initiatives creating meaningful brand-to-consumer connections through experiences? What aspect could you introduce to authenticate your efforts?
Trend signals
Trend signals for Marketing Whimsicality
Trend score 2.7 out of 10, from popularity 54%, activity 19%, freshness 8%.
Popularity54%
Activity19%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Marketing Whimsicality trend
4 featured examples from Jul 4, 2015 to Aug 8, 2016CategoryArt & Design
Revolutionary Art Commercials
Toshiba Teams Up with a Japanese Artist to Challenge the Impossible
Advertising agencies can explore ways to create impactful campaigns by challenging artists to create their work within shorter timelines.
CategoryWorld
Childhood Imagination Commericials
This S7 Airlines Commercial Makes Kids Wildest Dreams a Reality
Offering flights to exotic or fantastical destinations to appeal to consumers' imaginations and desires for adventure.
CategoryAutos
Kid-Driven Car Ads
BMW Korea Got Little Kids to Drive a Car Around a Race Track
Car manufacturers can differentiate themselves from competitors by appealing to younger audiences with more emotional and personalized marketing strategies
CategoryAutos
Dream-Encouraging Auto Ads
This Honda CR-V Commercial Encourages One to Make Dreams a Reality
Auto manufacturers can explore innovative approaches in their advertisements to stand out and resonate with consumers.
