We receive 3,000 advertising impacts a day , yes, “three thousand” . This may seem like a huge amount, but it is not so much if we take into account that this is the total amount in all formats: television, radio, press, in the street, on the Internet, conversations…
Do you really know how many of those impacts we are left with? Only 12%…
But you can rest assured, fortunately, as I said in the cartoon, our mind keeps 12%; and I tell you more, according to the latest studies, the ones that have the greatest effect are those on television , which are estimated at 90 impacts per day (50% of the total impacts remembered). Advertising for cars, drinks and technology tend to be the most remembered.
But in a market as competitive as the current one, brands are obliged not only to promote their products, but to sell the intangible , to stand out, to make their commercials go italy telegram mobile phone number list viral... in short, to surprise their target audience. And this is exactly what the protagonist of this article is about, the “WoW Effect” .
This effect is nothing other than the ability to generate surprise, admiration or differentiation for a service or product:
The traditional becomes unexpected, the humorous becomes something eternally memorable, and the eye-catching becomes a real spectacle…
If the “WoW Effect” is well orchestrated, it will be able to create inhibited surprise moments in its advertising processes that will yield memorable experiences . To achieve this goal, they must meet some of these characteristics:
Mystery: Actions may have a “suspense” element that invites the potential consumer to continue discovering the outcome. Mystery arouses the public’s interest.
Creativity: going beyond the ordinary, instilling values of originality in the strategy in question. This can be achieved not only with a different product, but also by playing with the environment, the way it is displayed, the packaging…
Emotionality: Emotionality sells; if we resort to emotionality, we must dress the situation with human elements that help generate feeling.
Humor: It has been proven that situations that generate a smile are more memorable and talked about. The “WoW Effect” with touches of humor can be a good tool to generate well-being in the target audience.
Surprise: This characteristic is essential, as it could be said that it is what gives the effect its name. Any action that generates surprise is more viral, and, since it is something out of the ordinary, it will imply a greater cognitive memory.
Here is an example of a simple, cheap and viral “Wow Effect” that is happening in Granada these days. The “Las Cruces” festival is approaching , one of the most popular festivals in the capital of the Alhambra. The flamenco dress shop “El Rocío” does not hand out flyers, or only advertises in the local press… it has boys and girls dressed in typical Andalusian costumes walking around the city centre, carrying the sign with offers and discounts from the shop in question. You would be surprised to see the photos that tourists take of these well-dressed young people.
Another example comes to mind, which I also wrote an article about a few weeks ago. A Brazilian football club advertised the prices of supermarket products on their jersey numbers . The “Wow effect” was guaranteed, seeing how much a shaving foam, a pizza or frozen sardines cost, in a format as groundbreaking and never used as the player numbers.