Back in July of this year, the annual AAAA Account Planners’ conference in Miami occurred. In one of the talks, a speaker from Crispin Porter and Bogusky, spoke about various story-telling plots that resonate with consumers. In all advertisements, the message must be relevant to the intended audience in order for it to resonate with them. I did not attend this conference, all the information I will discuss is from the AAAA website.
The first story plot was: “Overcoming the Monster: Traditional examples include Dracula and Jaws. Advertiser example: Virgin. Story-telling track: Call to action; confusion; considered withdrawal and reconsideration. Captive audience: Heroes. ”
Here is a commercial by Nike that has all the elements of a hero versus a protagonist story line. It captures the audience attention because people have a tendency to always want the hero to win. Its message is powerful and certainly resonates with the intended audience because people can identify with the challenges of facing adversity, and the rewards of being persistent and defying the odds.
Second story plot was: “Quest: Traditional examples include Indiana Jones and Odyssey. Advertiser example: Dove. Story-telling track: Lust/anger; inform others; campaign; solve. Captive audience: Advocates”
This Nike commercial was effective because it reaches out to aspiring athletes that the myriad of excuses to procrastinate is not conducive to becoming a great athlete. It certainly solves a main problem among people and their tendencies to procrastinate, and it is a major detractor for success.
Third was: “Rebirth: Traditional examples include A Christmas Carol and Sleeping Beauty. Advertiser example: Sainsbury’s. Story-telling track: Fall; escape; recapture, redeem. Captive audience: Rescuers.“
This ad from Sainsbury’s is indirectly tying the themes of “A Christmas Carol” with their message. There are subtle elements of the Dickens’ classic that exist within the ad. The audience can identify with these themes and it reminds the audience of the importance of the Christmas spirit.
Fourth was: “Mystery: Traditional examples include Hercule Poirot and Sherlock Holmes. Advertiser example: Nike. Story-telling track: Intrigue, hide, seek, reveal. Captive audience: Detectives.”
Here is a commercial by Nike that has all the elements of mystery and intrigue. It captures the audience attention because it keeps people at their edge of their seats wondering what will happen next.
On the web, there was a viral campaign by Blentec, which manufactures blenders. This campaign showcased their very powerful blenders and their unique capabilities to blend various objects (e.g. iPhone, golf clubs, etc.) through numerous online videos. It engaged the consumer because of their state of curiosity was invoked by variety of possible objects that could be blended. This campaign certainly received much conversation and traffic and it became a very successful viral campaign.