Break the 30 seconds to stimulate your target

storytellingWhen it comes to advertising, people often think about billboards and TV. The common challenge is to entertain and catch the attention on a small and delimited space or in a very short time, the famous golden 30 seconds. But with the new media wave and especially the new consumers generation – the famous Millennials – you have to think twice before you run it as usual. There is so much advertising around that you have to rise your brand/product/message above the noise. And here comes the key, content! So as long (sic!) as you provide something valuable, there is no limit to the format you can use.

The challenge is to provide a real content. Especially as there is no receipt. Storytelling is a good tool, but it is clearly not enough to catch the attention. Look at the picture above for example, you can get catch, but you are not going to spend a long time if nothing else happens. To do so, you can even get out of the road. Have a look on this Hyundai “short movie”:

Everything is there, in the background. Space technology, connexion with the target (parents, etc.) with emotions and of course the car. The world record mentioned at the end would not be enough to tell the right story and to catch with the right audience, it’s just a nice to have bonus to stress the good feeling. The great part of this technique is that even if it costs more, you can use it longer, e.g. showing what was done behind the scene.

Being out of standards can even be a part of your brand, as the 30 seconds to Mars band handle it pretty well. About every song is transformed into a short film:

With a very strong brand identity this band is fully exploiting youtube potential to advertise and strength its identity beyond the simple sharing of an album’s song.

Read more about this with the Euronews MIPTV 2015 report.

Keep telling and listening to stories and get your penguin to do so!

Irn-Bru? WTF…

Unknown…the famous Scottish drink, as everybody knows… in Scottland. But don’t get mislead, this drink is also known – well known is probably a bit exaggerated – in many English speaking countries as Canada or Australia or… in Russia. How is it possible? Using a strong brand strategy of course! And what is better than a penguin to improve a brand? Nothing of course, especially in Russia:

What is the meaning of this brand building approach? There isn’t any meaning! And here is the point. Irn-Bru is used to have non-sense advertising strategy, in order to build and reinforce his identity. For many years their slogan was:

“Made in Scotland, from girders”

The aim is to be genuinely different to justify that you are not at all mainstream. A kind of Apple’s ‘think different’, but really stronger and which can be translated into something like ‘drink different (not coke), drink Irn-Bru’ – sorry for my poor Scottish skills… This strategy is interesting and good enough to create a certain fame. But there is a real challenge when the brand tries to get on new markets where it have not only to build this identity, but also have to be careful to not accidentally make a cultural faux pas. Penguins are certainly a perfect tool to do so, not being associated with anything negative around the world, maybe except in some far Antarctic locations…

Just for the fun and to show you how absurd Irn-Bru can be:

So enjoy your drink and don’t forget about your favorite penguin to build your brand!

PS: By the way, ‘Irn-Bru’ stands for ‘Iron Brew’ in Scottish…