The Power of Docu-Storytelling in Advertising

Remember the days when audiences believed pretty much everything they were told by maverick marketing teams?

Naive consumers who took adverts at face value and followed the crowd for fear of missing out or not fitting in?

Well, those days are over.

Remember the days when audiences believed pretty much everything they were told by maverick marketing teams?

Naive consumers who took adverts at face value and followed the crowd for fear of missing out or not fitting in?

Well, those days are over.

A simple, ‘do this’ two-minute advert will rarely convince someone to do, or buy something, they aren’t 100% interested and invested in.

Today people are super savvy, they are smart, they have heard it all before and they want more than the here and now.

Forget fake news and click bait, consumers want to know the truth, they are hungry for knowledge and they want to know more about the values of the brands they are associated with.  

They don’t want glossy photos, meaningless promises and airbrushed images, they want the gritty reality they can relate to, ideas that will inspire them and ideals that they can aspire to.   

One effective way of achieving this, is through docu-storytelling. By pushing creative boundaries and sharing something unique, brands are being seen in a whole new light.  

Hard work, determination, dreams, ambition, fragility, vulnerability, sorrow and success are can all be conveyed via telling strong, true stories and this is what audiences will pay attention to.  

Poignant interviews and insights into real life situations stick with people far longer than the perfect billboards that fuel insecurities because they activate action and galvanise change.

Richard Wilson, CEO of CLICKON, said, “The world of advertising has had to adapt to the explosion of the internet and the more sophisticated needs of consumers. We know that by working with brands to create content that gets behind who they are and what they do, means people will make a connection that is real and long term. One of the most powerful, heartfelt campaigns we have recently worked on, was ‘Faces of the Fleet’ with America’s Navy.  Forget, ‘your country needs you’, we took the raw emotions and real experiences of military personnel and showed potential recruits how a career in the Navy could enrich and transform their lives. It wasn’t about the money or the status, but about the people and the opportunities and this stark, captivating series made viewers stop and watch and consider whether that option was for them.”

CLICKON’s Creative Director, Benjamin Potter, added, “When we sit down with our clients, and teams, we look beyond a slogan or an inspiring meme and instead focus on the stories that make them unique and special. Successful, powerful stories hone in on a goal or a quest and feature real people who strive for success and who will do whatever it takes to make their dream a reality. Telling hero stories and personal journeys is far more valuable than anything a gimmick, and if want proof, start to tell yours today and watch things change.”

Team CLICKON

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