Streetjibe story telling
December 3, 2007 by Brent
This reinforces my thinking about story telling as a way to capture attention and explain in a simple way what my project Streetjibe is all about. Some very important implications are present in this study. I intend to apply some new ideas and strategies to the marketing plan we are forming for our second year of operation. This link originally came from Anecdote and Dan Hinks fo the “Made to Stick Book”.
Research: New ARF Study Says Storytellers Succeed
The Advertising Research Foundation and American Assn. of Advertising Agencies, both based in New York, set out to measure consumers’ emotional responses to TV advertising. What they discovered is that advertisements that tell a branding story work better than ads that focus on product positioning.
| But for such storytelling ads to be truly effective, the plots need to tie in to a positive brand message. “When the emotional peaks align with the presence of the brand, or the impact of the brand in the story, the emotional connection with the brand is greatest,” Cook said. While a MasterCard “Priceless” campaign, featuring a father taking a son to a baseball game, successfully achieved this impact, not all storytelling ads work. A United Airlines spot that showed an emotional story of a business man returning home was deemed unimaginative by 68% of those surveyed by TNS Ad Eval. Eighty-four percent of respondents said the humor came through loud and clear for Southwest Airlines’ “Want to get away” ad, which showed a woman accidentally destroying a man’s medicine cabinet while snooping.
A Nissan Maxima spot also failed. At first blush it appears a couple is talking about sex, but in fact they are talking about the car. “Negative levels were so high for many people over the brashness of the guy and his seemingly erotic proposal that they were unable to switch over to more positive feelings once the Maxima appeared,” said the report. The study does not discuss the ROI of the ads for their marketers. Mark Truss, director of brand intelligence at JWT, New York, said the storytelling theory is correct, but the industry still lacks a way to prove it. “Without the tools to measure and link back to business metrics, marketers and advertisers are not going to embrace [this approach].” vfacenda@brandweek.com |
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