# Marketing Whimsicality Consumers respond to brands that bring fantasy to life. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Jul 28, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/whimsical-marketing ## Key Figures - Trend score: 2.7/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 4, 2015 to Aug 8, 2016 - Published: Jul 28, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Marketing Whimsicality trend ### 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. ### 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. ### 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. ## What the Marketing Whimsicality trend means for industry ### For 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 for Marketing Whimsicality Trend score 2.7 out of 10, from popularity 54%, activity 19%, freshness 8%. - Popularity: 54% - Activity: 19% - Freshness: 8% ## Examples of the Marketing Whimsicality trend 4 featured examples from Jul 4, 2015 to Aug 8, 2016. - [Revolutionary Art Commercials](https://www.trendhunter.com/trends/revolutionary-art): Toshiba Teams Up with a Japanese Artist to Challenge the Impossible (Category: Art & Design) Implication: Advertising agencies can explore ways to create impactful campaigns by challenging artists to create their work within shorter timelines. - [Childhood Imagination Commericials](https://www.trendhunter.com/trends/s7-airlines): This S7 Airlines Commercial Makes Kids Wildest Dreams a Reality (Category: World) Implication: Offering flights to exotic or fantastical destinations to appeal to consumers' imaginations and desires for adventure. - [Kid-Driven Car Ads](https://www.trendhunter.com/trends/bmw-korea): BMW Korea Got Little Kids to Drive a Car Around a Race Track (Category: Autos) Implication: Car manufacturers can differentiate themselves from competitors by appealing to younger audiences with more emotional and personalized marketing strategies - [Dream-Encouraging Auto Ads](https://www.trendhunter.com/trends/honda-crv-commercial): This Honda CR-V Commercial Encourages One to Make Dreams a Reality (Category: Autos) Implication: Auto manufacturers can explore innovative approaches in their advertisements to stand out and resonate with consumers. ## 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)