In a world saturated with polished, predictable travel ads, Iceland’s “Let It Out” campaign took a different approach. Focusing on emotional release rather than scenic beauty, it resonated deeply with audiences weary of pandemic stress and information overload. Iceland, known for its breathtaking landscapes, cleverly tapped into a universal human need: the desire to escape and express pent-up emotions.
This video uses the AIDA framework. It also contains elements of The Storytelling Approach and Before, After, Bridge.
OBJECTIVES
- Increase awareness of Iceland as a travel destination.
- Position Iceland as a place for emotional release and escape.
- Drive traffic to the campaign website, lookslikeyouneediceland.com.
- Generate social media buzz and user-generated content.
THE HOOK
The video opens with relatable scenes of individuals grappling with everyday anxieties, from doomscrolling news to navigating family tensions. This immediately establishes a connection with the viewer, acknowledging the shared experience of stress and frustration. The news report stating “more bad things happening again” is a particularly poignant hook, instantly resonating with the pervasive sense of negativity in the current global climate. The subsequent scenes of mundane activities like shaving and doing puzzles further reinforce this sense of being overwhelmed by the ordinary, prompting the viewer to seek an escape.
WHY IT WORKS
- Relatability: The video portrays universal experiences of stress and frustration, making it easy for viewers to connect with the message.
- Emotional Appeal: It taps into the powerful human need for emotional release and escape, offering Iceland as a cathartic solution.
- Humour: The over-the-top screams and quirky Icelandic landscapes create a lighthearted and engaging tone.
- Unique Selling Proposition: Instead of focusing solely on scenery, the campaign highlights the emotional benefits of visiting Iceland, differentiating it from other travel destinations.
- Interactive Element: The website invitation to record and release a scream in Iceland adds a playful and participatory dimension.
TAKEAWAYS
- Emotional marketing can be highly effective, especially when it resonates with current cultural anxieties.
- A unique selling proposition can differentiate a brand or destination in a crowded market.
- Interactive elements can boost engagement and create memorable experiences.
- Humour and lightheartedness can make a serious message more palatable and shareable.
KEY ELEMENTS
- Introduction (hook): Individuals in everyday situations experiencing stress and frustration.
- Problem statement: Overwhelmed by negative news, mundane routines, and pent-up emotions.
- Solution (product/service): Iceland as a destination for emotional release.
- Benefits and features: Wide-open spaces, dramatic landscapes, the opportunity to scream freely.
- Call to action (CTA): Visit lookslikeyouneediceland.com to record your scream.
MAKE IT YOURS
- Identify your target audience’s pain points: What stresses or frustrations do they experience?
- Position your product/service as a solution: How can it alleviate their pain points and improve their lives?
- Create relatable scenarios: Show your target audience in situations they recognize and identify with.
- Highlight the emotional benefits: Focus on how your product/service makes people feel.
- Develop a unique and engaging call to action: Encourage interaction and participation.