As you can imagine, when we’re talking about emotions we weren’t really focusing on the positive ones with this campaign, but it picked up a ton of links at the time and I’ve never properly deconstructed it until now. The research went as follows:
Product theme: Private number plates (Some funny number plate content but enough there for a campaign)
Then I started branching out into aspirational lifestyle themes.
Secondary theme 1: Celebrity cars (Lots of articles produced)
Secondary theme 2: Footballers cars (Lots of content + lot of reactions in the comments)
When I analyzed the comments of these articles, I realized why they were so popular with the publishers.
They drove people mad.
There was also an element of competitiveness and one-upmanship going on.
I realized people read these articles and automatically compared themselves, so why not make that comparison literal with a calculator?
I genuinely think if you can come through this phase with an idea that’s linked to successful themes and that taps into 1-2 emotions, you are already on your way to running a winning campaign.
It’s a step I go through before every single campaign I run.