Advertising has to awaken emotions. It has to grab the target audience, get them caught up and excited. It has to touch them, entertain them and give them something to think about so they feel they are being personally addressed, making them receptive to the communication so that, consciously or subconsciously, they will associate themselves with the brand.
The reason why: decisions are made primarily on an emotional basis. Only 40 out of 11,000,000 impulses per second are processed consciously. 70 - 80% of all decisions are made subconsciously and are based on feelings. As long as messages fail to leave an emotional impression, they simply will not be noticed.
The Viennese full-service agency, Rock+Partner has completely dedicated themselves to emotional advertising. The keywords are: “Emotional Involvement”. Using this motto, the agency not only questions communication in the service of their customers, but also the communication with the customers themselves – as part of their own campaign.
Rock+Partner shows the courage to invoke emotions with the current advertising campaign for their own agency, which implements the cornerstones of emotional advertising while at the same time suggests that there are more refined ways to awaken those emotions than simply showing sex, animals and children.
