How to Beat US Against THEM!

Today, I want to write about the Contact Hypothesis, how it can help marketing be a force for good, and some examples of "leader" brands that used it for mind-blowing campaigns that brought tears to my eyes.

But first... demonstrations are a bit like concerts for me; I love the vibe of a crowd with a common interest or goal. It makes me feel hopeful, encouraged, and part of something bigger.?After not having protested for a month, I went to 3 different demonstrations yesterday.

(For our non-Israeli readers: there has been a bit of turmoil in the last six months since the Israeli government is trying to push through extensive legislative reforms, practically turning the country into a dictatorship.)

During the evening, I thought about polarization, war, and societal injustices and how it always gets down to leaders "choosing" not to get along with each other and "demanding" citizens to fight for their cause. I say their cause because most of the time, the citizens themselves, when left alone, would get along just fine.

The problem... We seemingly need leaders.?

It always gets down to Leaders "choosing" not to get along with eachother and "demanding" citizens to "fight" for their cause.

The Contact Hypothesis is a sociopsychological idea outlining how interpersonal Contact between groups can reduce hostility. It was originally proposed by psychologist Gordon Allport in 1954; this theory says that under appropriate conditions, interpersonal Contact is one of the most effective ways to reduce prejudice between majority and minority group members.?

Momondo's 'DNA Journey'

If you haven't seen this before... 3 minutes; it's worth it!

In 2016 Momondo, a travel metasearch site that finds and compares the best offers on flights, hotels, etc., launched Momondo's 'DNA Journey' marketing campaign and provided an impressive example of the Contact Hypothesis in action. This campaign centered around a simple concept: individuals from different backgrounds were brought together, and their DNA was tested to reveal their genetic heritage. The results often defied their preconceived notions about their identity. They broke down the barriers of perceived differences based on nationality or ethnicity.

Momondo identified the problem from the outset – a world increasingly divided along ethnic, racial, and national lines. They then leveraged the Contact Hypothesis to challenge this issue head-on. They showed participants that their heritage was more diverse than they initially thought, creating a sense of shared identity that spanned across traditional boundaries. It instantly and totally shattered the illusion of 'us' versus 'them,' thereby reducing prejudice and bias. The journey did not merely entail participants learning about their diverse ancestry but also discovering shared lineage with those they previously considered as fundamentally different.

The campaign's success was not solely hinged on its novelty but also on the powerful human emotions it evoked. It tapped into the universal longing for connection and unity while combating deeply entrenched prejudices. By the end of the journey, participants not only viewed themselves differently but also their peers and the world at large.

All participants were given flight tickets and hotels to visit the countries of their genetic roots.?

So, how can marketers learn from Momondo's execution of the Contact Hypothesis?

Firstly, it's vital to recognize that all marketing involves some degree of human connection. Whether a campaign is geared toward selling a product or promoting a service, the fundamental aim is to resonate with the audience. The Contact Hypothesis, thus, provides a roadmap for fostering this connection by highlighting shared experiences and universal human values, which can bridge the perceived gaps between diverse consumer groups.

Secondly, the campaign's success underscores the potential of experiential marketing. By engaging consumers on a personal level and providing them with unique and transformative experiences, marketers can create a lasting impression that goes beyond traditional advertising techniques.

Lastly, leveraging the Contact Hypothesis in marketing requires an understanding of the target audience's existing perceptions and biases. Without this knowledge, efforts to reduce prejudice and foster unity may be misguided or ineffective.

Coca-Cola's 'Small World Machines' campaign

Another example is Coca-Cola's 'Small World Machines' campaign. The company installed special vending machines in India and Pakistan, two countries with a historically tense relationship. These machines required cooperative actions from people on both sides to dispense a soda. Participants were invited to complete tasks together, like tracing peace signs, hearts or simply waving — activities that elicited positive emotions. By creating this shared experience, Coca-Cola aimed to reduce intergroup hostility and foster positive feelings, effectively applying the Contact Hypothesis.

So, where are these Israeli marketers and business leaders that dare to stand up and harness the power of their brands, and with the help of creativity and ingenuity, utilize the Contact Hypothesis and, despite the enormous efforts of our political leaders to set us apart, help us unite??

Are you here??

Anyone...??