I got the recent MOMA (Museum of Modern Art) catalog the other day. It is always a pleasure to read. This one though had what I thought was an especially clever campaign. I believe it is around the theme “dream big.” It has various products in the catalog with a dream cloud like they are thinking of something. Here is the cover -
Is the product dreaming or is the owner dreaming? Either way I think it works for wonderful associative marketing. Here are a couple more. I love the mini speakers dreaming like they are a boom box and the tea kettle dreaming of a train horn. That is exactly what the buyers want out of both. Pick up a catalog and see the others for yourself.
Imagine if internal technical team marketing took an approach like this to help its users associate solutions with expectations in a fun way. I am pretty sure user adoption would be higher. Maybe a campaign with the report dreaming of a person crossing a finish line representing how the user will feel when they share the data and their insights in a meeting.