Emotions differentiate humans from other living things. They make us unpredictable, impulsive and endlessly interesting. They are part of what makes humans, human.
Our emotions also make us an endlessly frustrating group of people for brands trying to stand out and connect. But it can be done. In this session, Darren Watson, FITCH ECD Asia Pacific will explore how brands can use experiences to create emotional connections that are playful, thought-provoking and unlock the human element essential to success in physical and digital brand interactions.
From Nike Rise harnessing the passion of a new generation of Chinese basketball players, to Merrell’s use of VR to take wannabe hikers into the wilderness and M&M’s World Store Shanghai, which turns a candy store into a theatrical experience, Watson will demonstrate the powerful human connections that can be created.