How to make a brand campaign memorable

The key to making your campaign the memory equivalent of an ear worm is to ensure it gets through the brain’s powerful filters and is stored in the long-term memory bank, explains brand and marketing expert, Amanda Phillips.

Taking high-profile campaigns such as WCRS and Naked's for 118 118 directory enquiries and its use of the moustachioed twins, Phillips demonstrates how words, images and interaction all help form long-lasting memories in the brain.

Use the insights revealed here to tap into the way we process and store information and ensure your message is relevant and remains in the minds of your target audience.