Example: Defense campaigns
The Ministry of Defence has a track record in creating psychologically well-founded recruitment campaigns. In the well-known campaign of the Royal Netherlands Army, where we see the 'suitable' or 'unsuitable' checkbox being coloured in, the viewer immediately puts the cross for themselves. In this way, the viewer subconsciously determines whether they themselves are suitable or unsuitable for the army. A subtle example of the use of mirror neurons.
In the latest campaign of the army, the functioning of mirror neurons is applied again. For each function, a video has been produced, in which we see the activities of that function being carried out. The candidate who feels addressed by the function can immediately empathize, because the brain is already processing the actions shown. The viewer is thus prepared to take action.
Food
Eating and drinking are the most basic needs of life. We even have 2 senses that are completely dedicated to it (taste and smell). Because we could not walk into the supermarket in the past, we are evolutionarily set up to be good at recognizing and finding food. As marketers, we can respond to this by using these triggers:
Deviating colours and shapes. Standing out from the rest attracts attention, as we also saw for danger. With regard to being able to find food well, this evolutionary trigger is mainly in colour (think of that red berry in that green bush) and shape (that apple or pear hidden there between the leaves). However, we can conclude that standing out, regardless of the evolutionary reason, is important. So take into account how your expression, in the context in which it is visible, will stand out the most.
Concrete images . Concrete images are images that show situations or products that we have previously 'experienced'. This ensures recognition and empathy. Concrete images are very suitable for indonesia telegram data food, because when you see a stack of pancakes with whipped cream, caramel and blueberries you can already taste them. In this way, multiple senses are stimulated, because existing memory pathways are activated.
Smells . Smells go directly to the memory center of the brain. This allows us to make direct associations based on smells. For example, the smell of lemon is associated with clean and pure, which means that less is stolen from stores where this smell is present. Another example is that the smell of a freshly baked apple pie in a house for sale can evoke a cozy, homely feeling. This makes you more likely to make a purchase.
Scarcity . When food is scarce, you need to act NOW. That berry in the bush might be eaten by something or someone else tomorrow. This feeling of scarcity is deeply rooted and is often triggered. For example, we experience scarcity in the case of a temporary promotion and when indicating a limited stock or limited edition.
Example: Oatly
Swedish oat milk manufacturer Oatly is a good example of a company that lives up to the Von Restorf effect (standing out from the crowd attracts attention) in many aspects of its marketing strategy. Oatly immediately generated a lot of attention with an extensive bus stop campaign when it was introduced in the Netherlands. Only texts were shown in black and white. And who would spend so much money on this medium that is suitable for images, if you only put text on it anyway.
