“NOSTALVERSE”, a new trend after consumer behavior longing for memories of the past. Ready for the future with Metaverse • Thumbsup

When entering the post-Covid-19 era Much of what people yearn for is a throwback to the past that connects to the technology of the future. CMMU has released a new series of market research called “NOSTALVERSE, past marketing connects to the future world” found that Consumers crave the past because they feel connected and want to go back in time to a world with good memories. Even if they want to look back on their age, brands still need to use technology to meet their experiences.

At present, Thai people still have a positive attitude towards the brand in memory and more than 50% continue to support the brand in their memory.

Factors that allow the past and the future to converge From the research data, it was found that Nostalgia for the sweet past is one that will heal the soul. because of the current social context, such as the COVID-19 outbreak, the war, and the sluggish economy and various natural disasters may cause stress As a result, some people feel nostalgic for the past. leading to birth ‘Back in the day activities’ to recreate past experiences and create a simulated space in the mind that feels safe

This is another mechanism that can allow them to escape from the current stressful situation. Meanwhile, a psychology study with volunteers around the world found that thinking about the past heals the mind in difficult conditions. And it can also help increase happiness.

This corresponds to a concept in psychology known as Coping skills coping skills to deal with stress through activities such as meditation, doing things that you enjoy and recalling happy times in the past Especially when everyone spends more time at home. Social media, which everyone uses on a daily basis, has made people feel more reminiscent of their past happiness.

Case study of “Nostalgia Marketing Nostalgia Marketing” Marketing by reaching a positive attitude familiarity experience and past preferences of consumers These good memories of the past are unique in helping brands connect with consumers.

1. The Coca Cola (Coca-Cola) brand launches a Christmas campaign. wanting consumers to choose to celebrate Christmas with Coke continuously for more than 80 years to create a memory that when they see Santa Claus must have Coke and marketing to consumers to remember the image of Santa Claus wearing red according to the brand’s color from the former wearing green
2. Nintendo game brand (Nintendo), the leader in the game industry. Bring on the dreams of Nintendo fans by producing the NES Classic Edition and Super NES Classic Edition consoles, console-inspired consoles from the old days. which received a very good trend with sales of more than 14 million units within the first year of launch
3. The Disney brand (Disney) relies on the streaming trend that is strong and jumps into an important player. With the launch of the Disney plus app and collecting exclusive Disney content to bring back the childhood dreams of Disney fans once again. and also to instill a new generation of fans as well
4. Brand Netflix (Netflix) has launched a campaign #showing today at Netflix Rama. which cooperates with the cinema Selected all 19 Thai movies, inviting the audience to join back in the days when they were impressed with the movie to reflect the Thai movie.
5. JOOX is a popular music application for teenagers. Wanting to reach audiences who are over 35 years old, therefore, launched a campaign Throwback the 90s, bringing old songs from the 90s for new artists to sing, such as the song “Tired Jai Jai” of XL STEP that was reworked by Ink Waranthon, but returned. More and more new generations come to listen to their favorite artists. Makes this case see that Nostalgia is really accessible to all generations. It doesn’t have to be Gen X only.

An in-depth analysis reveals that 91.4% of Thais consider memories to be “valuable,” reaffirming why Nostalgia Marketing is important and can propel brands and businesses so much forward.

At the same time, 67.9% of Thais think that memories of “happy times” can add energy to the present. At the same time, Thais tend to think about, talk about, and like to tell or share stories about the past with others. Divided 73.2% think of past memories, 65.9% talk about past memories, and 59.1% share past memories. others listen

The happiest time in life and the one that people most want to go back to in every generation is “high school” for a reason.

1. I want to go back and fix the mistakes 49.4%
2. Wanting to go back to a happy time 48.5%
3. Want to go back and tell what happened in the future 27.6%

also “friend” in every memory At this point, the brand can be used to prepare a plan to adjust the marketing strategy ever.

From such information, it was also discovered that Research results of brands in memory and the top 5 sensory perceptions of each generation, such as TOP3 brands in memory, are as follows:

• Gen X is 1. Levi’s (Levi’s) 2. Bear Brand Milk 3. Nanyang
• Gen Y is 1. NOKIA (Nokia) 2. Nestle MILO 3. Coca Cola (Coca Cola)
• Gen Z is 1. Nike (Nike) 2. Johnson & Johnson (Johnson & Johnson) 3. PEPTEIN (Peptine).

Three-quarters of Thai people have good memories of the brand and more than 50% continue to support the brand in their memory. This means that each brand must have a strategy that can capture the hearts of each generation. lead to compliance with The five senses in descending order

1. Image, logo, use of color, lighting, visual elements, decoration, store layout, website, application, person, mascot, such as brand Red bull (Red Bull), Apple (Apple), KFC (KFC). who saw the logo and immediately recognized
2. touch, touch the whole product packaging or things shop face Covering materials, temperature, weight and shape such as laying plates, Coke bottles, Blackberry phones.
3. Smell. The most subtle sensual stimulant, such as the scent of Tokyo powder. Parrot soap or baking water scent
4. Sound: hearing the same sound over and over again It will create familiarity to create brand identity, such as the sound of the car wall, the sound of 20 Century Fox before the movie, the intro music, the six-sided glass program.
5. The flavor that can occur when you taste it. But there may be other factors as a trigger, such as reviews, such as the taste of Coke or Pepsi. Milo or Ovaltine Nam Sing. In addition, 72.3% of Thai people think that in the future world should be able to keep memories of the past.

Therefore, the research team has invented Marketing strategies of the past connect to the world of the future called “FM AM” (FM AM) with recommendations for marketers and entrepreneurs. including general people interested in current research information have been utilized in the future The details are as follows.

F: Flashback Step back and retrieve memories of past happiness and safety. For example, the most popular app in the past, Timehop, reminded us of social media memories, causing Facebook to turn to this feature to compete.

By creating a button on this day or memories to go back and look at what we posted 3-5 years ago or Instagram designed features like the popular IG Story posts and disappear within 24 hours are still archived. The more detailed each day or the place can be returned to look at.

M: Moment of Happiness retrieving happy memories especially good times with friends and family, for example, a project from a foreign country like Deep-Nostalgia Allowing consumers to take pictures of people we miss or great-grandfathers, grandfathers, and grandfathers that they lived in. There may be no video recording. to be able to change still images to life again Just upload a still image to the system and the image will move.

A: Align all sensories Connecting memories and the Metaverse world through the five senses: touch, smell, sound, taste. They are developing devices related to the 5 senses to allow us to access the virtual world as close to reality as possible.

For example, the TeslaGlove tries to make us feel as close as possible to touch in the Metaverse world, or the Skinetic suit that tries to make us feel physically. The set will have sensors to work for us to feel around us.

M: Meta-experience Using Metaverse technology to enhance special experiences such as the Virtual Concert format, for example, D2B Concert in Thailand that brings the “Big” artists who everyone misses back to life on the concert again. or a Deng Lijun concert or Queen abroad Have shot a hologram as if it were in a real concert or a Virtual Tour format. Museums in many countries around the world made a Virtual Museum Tour.

Even NFT, Metaverse era artwork has a virtual exhibition, where you can walk in a mock gallery, shop for NFT, and pay in crypto instantly. And finally, a world-famous brand like Coke. Stepped into the Metaverse from The friendship box NFT project, selling various artworks. Whether it is a retro refrigerator or even the brand’s voice It can be seen that just hear the sound of ice touching the glass. water touches ice It immediately reminded me of Coke.

Nowadays, many brands are facing challenges soaring into the future, Metaverse people are increasingly interested in it.3 in 4 Thais know the word Metaverse and 62% of Thais see that Metaverse will play a role in their lives in the future. economy and society

Especially the people of Gen Y and Gen Z and the challenges of the Metaverse world are:

1. technology Brands need to develop technology. so that consumers can easily access and has a realistic, fluid display

2. commercial infrastructure More comprehensive payment formats need to be integrated, single wallets can be exchanged without borders between multiple virtual worlds. To promote business and Metaverse economy

3. privacy In a future world where many avatars can be created in different worlds. Therefore, conditions for identity verification in payments and transactions should be made. The information and proof of identity are kept securely. To prevent corruption including threats in the virtual world

4. personnel development Personnel skills to be proficient in 3D structure, content creator adaptation, and event organizer must be proficient in creating Metaverse experiences.

5. social infrastructure Every society has laws, even the virtual world. Therefore, the Metaverse should be managed to have a clear regulatory framework. in terms of financial transactions land ownership Seamless ownership of digital assets that can be accessed from any corner of the world.