Blue Box, Blue Suited Santa and A Blue Chip Company

Tiffany has long been a fancy of the middle class. They aspire to own a Tiffany’s product but do not have the necessary means to indulge in such luxury. This aspiration to be exclusive and special drives the middle class to buy a Tiffany’s product the moment they have sufficient economic means.

With the Christmas miracle campaign 2014 (over 3 million views as of date), WestJet has revived the magic of the 2013 campaign (over 40 million views). In the sequel to the 2013 campaign, WestJet targeted a lower middle class community in Dominican Republic. With this campaign WestJet has not only connected with its existing customers at an emotional level but also aspired the lower middle class to travel by WestJet, making it their first and only choice at air travel. (When they have the necessary means)

Emotional branding, I feel is the best way to connect with your audience. It helps you build long-term relationships. But a brand needs to be careful of the issues it takes a stand on or supports. For example, the “Je Suis Charlie” banner on Apple France’s website is being opportunistic and the audience can sense it!

Follow these campaigns at:

WestJet Christmas Miracle (2013 campaign)

WestJet Christmas Miracle (2014 campaign)

Je Suis Charlie and Apple France - Fortune