The Power of the Image to Connect

Whether viewed via social mobile print or outdoor itamp8217s the image that makes the consumer pause take a look and feel something In our informationdense world we have adapted by scanning We scan emails headlines articles and faces in the crowd At times even 140 characters can seem like too much copy but post an arresting image and watch the passersby slow their steps and engageAtop The Grand Hotel Clear Channel Outdoor displayed one of the largest screens in the world to project supersized brand images to those strolling the Croisette see photo at top Heads looked up and shoulders bumped in spite of the many existing distractions along this busy stretch of the French Riviera The impact of this magnitude of creative and the energy of the Festival led us to coin the phrase amp8220Get Seen Be Lovedamp8221When Appleamp8217s amp8220World Galleryamp8221 campaign was awarded the prestigious Outdoor Grand Prix the power of emotional connection through visual imagery was reinforced Most relevant was the fact that Apple displayed usersubmitted photos in their creative making their campaign engaging interactive and original The USoriginated campaign invited users to take photos with their phones and enter them into a competition using ShotoniPhone6 Over 150 of the best images were blown up into billboards and displayed around the world showcasing iPhoneamp8217s superior photographic capabilities see photo belowThis year the Outdoor Lions attracted 5037 entries making it the most popular category at the festival speaking volumes to the power of this visual mediumCompelling imagery has always been a core component in outofhome and has become increasingly engaging with social mobile and local apps that invite consumers to inject themselves into the art Projecting their own creative magic back to our digital screens with photos and ideas provides a stickiness that is measurable and effective It works because itamp8217s authentic amp160CocaColaamp8217s amp8220Share a Cokeamp8221 campaign a 2014 Lions recipient continues to reinvent itself and attract participants It is a great example of bold imagery personalization and social marketing that is connecting with consumers again and again By tagging photos and stories with hashtag ShareaCoke consumers are changing the face of Cokeamp8217s creative on interactive billboards across the country see photo belowDrawing from the success of both Apple and CocaCola hereamp8217s how to harness the power of imagery in your outdoor campaignBe AuthenticCapture and project moments that are natural and unstaged to create emotional connectionsUse Simple DesignIntegrate the right combination of these basic elements Simplicity Composition Humor Surprise IntrigueEnable TwoWay CommunicationGive the audience a way to interact and speak back to the creative by allowing them to share their ownCreate Social ImpetusGreat creative extends across borders nationalities politics and languages If it inspires emotion the consumer will feel it even if the tagline is foreignAs marketers we touch consumers through sight sound and emotion To the brands of the world find your way to the consumeramp8217s heart Get Seen Be LovedThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggers

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The Power of the Image to Connect

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Scott Wells

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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