How To... Help Consumers Escape Reality

It’s safe to say the world has changed as we know it. Everything we thought we knew, we didn’t. We thought we would remain. We thought there was no way that Trump could ever become president. That only happens in The Simpsons. Right? 

As this new reality sets in, it is no surprise that consumers are looking for an escape route, finding solace in alternative worlds. The sci-fi genre has never been more popular, for example. 2016 was the year when everyone went upside down for Stranger Things, which went on to become the most watched programme on Netflix, ever. On the big screen, sci-fi also drew the crowds, with Captain America and Star Wars topping the charts. 

Virtual and augmented reality, once the dream of science fiction, is now a hugely popular reality. Twitter mentions of #VR and #AR are up 545%. And you can’t ignore the worldwide phenomenon that was Pokémon Go: an app that broke all manner of records as people (of all ages) took to the streets to catch ‘em all.

Even holiday escapes away are up. A recent study by travel industry group Abta revealed that more Brits took holidays in the past 12 months than at any time since 2011. The general consensus seems to be 'anywhere but here'.

So - what does this mean for brands?

Enable escapism. Give people a welcome escape from their everyday, because quite frankly, they need it. To do this requires creative bravery. Ideas that are inventive and interesting enough to suspend reality and whisk people away to somewhere new.

Sci-fi is a true testament to creative bravery in action. Producing some of the most ground breaking films and novels of all time that continue to pose questions, challenge perspectives and drive conversation.  More often than not, brands fall into the ‘playing it safe’ trap of creating ads that reflect the everyday. That show they understand the consumer. But in these turbulent times, bravery is more important than ever, creating advertising that isn’t afraid to suspend reality. There are a number of ways brands can do this.

Bend the truth

Who says alternative truths need to be all bad? If the recent shift in politics has taught us one thing, it’s that people are willing to accept alternative versions of the truth, as long as it’s something they want to hear. So why not embrace this? I’m not suggesting lying about the product. That never works. But there is no harm in a little poetic licence around the story you tell. Take Hollister for example, a hugely successful brand that’s built on a completely fake Californian surfer heritage. Or Red Bull. It doesn’t actually give you wings, but a lot of people buy into the idea that it might.

Don't just sell a brand, sell a world

People are looking to escape to somewhere else, so we need to give them a desirable, compelling location to visit. A number of brands have reaped the rewards from doing this. Skittles has created a “world without limitations” designed to let “your imagination run free”. Is it a coincidence that it’s also the number one non-chocolate candy by market share across all retail channels in America? Probably not.

Indulge people’s fantasies

Fantasy offers people the ultimate escape because it taps into people’s deepest wants and desires, a welcome departure from the humdrum of every day. Lynx amassed a worldwide following of awkward adolescent boys by tapping into their ‘get the girl’ fantasy. Then there’s Old Spice. A brand that reinvented itself for the modern man by selling housewives the ultimate male fantasy. Who wouldn’t want their husband to smell like that?

Harness nostalgia

The success of films like La La Land and Stranger Things indicate a strong yearning to escape to the more innocent, purer times gone by. So tapping into those nostalgic brand associations is likely to be welcomed, whether it’s Galaxy wheeling out Audrey or Hovis promising you, ‘it’s as good as it’s always been’. 

However brands choose to foster escapism, creative bravery is key. This is clearly evident in campaign successes of the past. In the top ten UK ads of all time, you’ve got a gorilla playing the drums, meerkats selling car insurance, aliens selling mash potato and surfing horses. So let’s get out there and be brave. Stop playing it safe and get back to creating ads that push the boundaries, challenge perceptions and give people a break from their today. May the force be with you.