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Insight: The major insight here was that while GE “brings good things to our life”, our client’s brand could differentiate itself by providing a rescue fantasy from the world of darkness-albeit in a humorous way. Otherwise darkness might prove to be too frightening, being associated with fear, death, and sexuality.
This core insight about “regression in the service of the ego.” By this we mean playing in the world of darkness in such a way that one can laugh at fear-or see the light.
The result was an award winning advertising campaign. Each of the ads dealt with darkness and fear in such a way that one could find humorous. This campaign lasted a number of years and put our client on the map.
One on one interviews were utilized. The techniques of free association helped reveal immediate deeper reactions and thoughts to the company’s current campaign. We soon learned that the campaign, while enjoyable was too similar to the category leaser GE and was thus seen as yet another GE campaign.
We had individuals free associate to the idea of light. The exercise conjured up images of goodness, knowledge & also darkness. This revealed that the brand could help negotiate darkness and in doing so create its own unique territory.
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