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“No Story, No Glory” FUTURELAB Alain Thys

Storytelling and TV Advertising (No Story, No Glory)

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This is a presentation I gave last April at the VTM TV Day to an audience of TV advertising professionals (proudly sharing the stage with Luc Besson :-)Copyright notice: All photography has been selected from the Futurelab (purchased) image library or promotional materials. If you would nonetheless feel your rights to be violated, do get in touch and this will be addressed.

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Page 1: Storytelling and TV Advertising (No Story, No Glory)

“No Story, No Glory”FUTURELAB

Alain Thys

Page 2: Storytelling and TV Advertising (No Story, No Glory)

How do we go from imposing ourselves to being embraced?

The $200 billion question

(*) 2012 Global TV advertising forecast = $202bn, Zenith Optimedia December 2010

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Can we get people to hit pause instead of fast forward

Or being even more ambitious

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I don’t have all the answers, but I’m willing to look for them.

#ChangeMarketing:

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5 Suggestionsfrom the world of storytelling

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Brands, agencies and TV stations need to develop a new approach

They will require co-operation

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Especially if they stopped making sense

Orthodoxies will need to be challenged

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But considering the prize, the effort is worth itWhat if consumers embraced our messages willingly?

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Suggestion #1

Take your time

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Only a genius can tell a story in 30 seconds or less.

For Sale: Baby shoes, never worn

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Let’s face it:

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Case: Titanic is a great story, but

It just isn’t the same in 30 seconds

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http://www.angryalien.com/0604/titanicbunnies.html

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We will continue with this programme after these important messages.

So why do we hurry? Where did the 30 second spot come from?

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Orthodoxy alert

Pat Weaver& Leonard Lavin

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Orthodoxy alert

As advertising industrialised, the logic became entrenched in the system

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What if?The 30 second orthodoxy didn’t exist?You had the time you needed to tell the story?

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http://www.youtube.com/watch?v=BMjoEFyWn8w

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Suggestion #1

Make sure you have the time you need to tell your story

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Suggestion #2

Consider context

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• Who is my audience ?• Why are they coming ?• What is on their mind ?

Every storyteller asks:

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If you forget to ask them,

Things go wrong

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Some time ago, my son and I had the house to ourselves

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“YEAEEEH!!”

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Don’t worry Mrs. Thys, I’ll take care of your boys.

Movie NightMinimum effort, maximum explosions

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We had it sorted

+ + =

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OMG Will’s in trouble, how will he EVER get out of this car chase alive ???

On the edge of our seats

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Time for some important messages on the benefits of well-fitting female hygiene products.

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What’s wrong with this picture?

+ + +

2 guys Will Smith Popcorn Female hygiene

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Impact requires context

Yesterday’s homogeneous audience has fragmented into hundreds of subsets.

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Context effects are more pronounced for TVContext effects more pronounced in interrupting than shoulder blocks

Positive valenced context improves ad effectiveness

Marketing Communications, A European Perspective 3rd Edition, P. De Pelsmacker; Maggie Geuens and Joeri Van den Bergh, FT Prentice-Hall, 2007, p. 247

Impact requires context

Today’s fragmented audience makes context more important than ever (Mediapost, March 2011)

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Some remarkable practices

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Suggestion #2

Don’t just plan based on (average) numbers.

Make sure your creativity matches the context of the programme.

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Suggestion #3

Be meaningful

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Once upon a time, advertising content mattered to us

Orthodoxy alert:

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The bath tub is fullToday

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The commercial messages we once welcomed, lost their appeal.

Share of voice

has become

Share of noise

Imag

e: (

c) A

dam

boot

h

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As we move on and our interests change, so does their story

Great storytellers continuously adapt their message

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They anticipate with plot-twists and different formats

If we risk tuning out, they don’t shout louder

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Luke, I am your father.

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If I give you 30” of my life, what are you offering me in return?

Don’t be a GRP addict, yet find new ways to give your ads meaning

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Suggestion #3

Plan for reach, but aim for impact.

Talk about things that have real meaning to your audience.

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Suggestion #4

Invite the audience

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Great storytellers

Invite audiences to sit down and listen

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Try to catch our attention while we’re doing something else

Advertisements

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Remember the soaps?

Invite audiences

to cometo you

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Encourage channels to come up with quality product shows

Join forces with your audience’s favourite storytellers

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Consider product placement that fits the narrative

Join forces with your audience’s favourite storytellers

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Leverage the webisode concept to digital TV

Or invite them to listen to a story you craft yourself

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Suggestion #4

Invite your audience to sit down

and give you their undivided attention

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Suggestion #5

Go Transmedia

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Every story seeks to share itselfIf it doesn’t spread, it’s dead (H.Jenkins)

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This is proven by developments in social TVLive television brings unites whole tribes on Twitter, Facebook, etc.

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Many brands would like to center these conversations on themLeverage promoters, create positive WOM, “buzz.

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But there’s just so little to talk about

What can you say about this?

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http://www.youtube.com/watch?v=pnfHDp19k5s

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Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html

We all see the same content = no conversation value

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Media neutrality (simplified)A single idea iterated across all touchpoints

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Tell me a storythat makes my conversations more interesting

If you want me to talk about you.

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This requires remarkable contentConsider this classic from 2004

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http://www.youtube.com/watch?v=toD0WzAbb3I

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• Six seasons on TV (144 episodes)• Online & mobile episodes• Season prequels • 5 graphic novels• Games (mobile, boardgame, online, trading card)• 11 Paperback novels• Series of companion books • Action figures• Feature film (upcoming)• Massive amounts of web & fan content

But one story doesn’t cut it in the fragmented mediascape

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Transmedia storytellers create multiple entrypoints to the same story

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FUTURELAB Transmedia planning (oversimplified)Multiple representations of a story across ≠ touchpoints

Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html

We can all see different content and are part of the conversation

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How Nokia got its Emmy nomination

Imagine adding TV to the mix

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Suggestion #5

Use Transmedia planning to:

• capture attention across channels,• drive conversations, • make people part of the story

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Summary

# 1 Take your time

# 2 Consider context

# 3 Be meaningful

# 4 Invite the audience

# 5 Go transmedia

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A final thoughtFUTURELAB

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A final thought

Storytelling is a craft

“it takes 10,000 hours of practice to become a genius”

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Learn by doing

Set up brand-agency-media dialoguesExperiment in story and medialabsInvolve architects/puppetmasters

Try out new planning systemsCall me

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And above all, adopt a mindset to only create ads

That your audience would embrace

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Start a conversation

Alain Thys

www.futurelab.net www.alainthys.com

Twitter: @FLB_alainthys

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