26 Mar 2012

The power of stories in marketing

Kaja Tempere, the guest lecturer from Estonia told us: "Don't underestimate the power of stories" and I remembered immediately an advertisement for Canal +, one of the best advertisements in my opinion. Here it is:


From the first moment I saw this funny commercial I looked for more advertisements of Canal + and almost all are based on the same theme: the power of a story. Here you have an another example:

As you can see, the advertisement from above is telling us another funny story. Many advertisers are saying that a hand who doesn't tell a story, doesn't receive money.. I wonder if this is entirely true. I think this preference for stories lies in our human nature. We love stories and we pay attention if someone tells us a good one. Why not making more brand successful stories or clever advertisement stories ? This bear from Canal + advertisement may not make it in Hollywood, but during the commercial, he conquered advertising.
Telling a story is important because the only messages anyone will see and hear are the messages they choose to see and hear. By telling a nice story maybe we'll succeed in gaining the attention. And I think is easier to  connect brands to customers by telling engaging and entertaining stories that audiences actually want to hear. Those spots for French channel Canal+ demonstrate how a great story can sometimes get you out of a tight corner.

Maria Bogus

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