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!

Bottle your design!

kikoman bottleKenji Ekuan was from Japan and a famous designer. He died this February 2015, aged 85.

You certainly own a piece of his art. Yes, really, look in your kitchen! He designed the famous Kikoman bottle. Yes, famous. Not only because you can see his bottle exposed in the MoMa (NY) and use it to cook, but also because his bottle is probably as famous as the Coca-Cola iconic one. Not so many people can pretend that their creation was produced more than hundreds millions times. Pretty impressive.

Beyond his personal history – he moved to Hiroshima after the WWII where he was ‘inspired by the devastated objects and spend a part of his life as a monk -, there is an important fact that Kenji Ekuan’s philosophy underlined: working on the democratization of goods and beauty, it certainly not the sole condition to have an iconic product, but it’s certainly a major first step. The second lesson of this small bottle is that a good design not only have to be beautiful, but also simple and easy to use. And last, but not least, connect your product to your brand identity. In this case, selling a Japanese product, keep the roots of the bottle in the asian culture, don’t look too far. Of course, for those how imagine that the penguin-like design for a bottle is obviously the reason of such a success, I have to admit that’s certainly not a coincidence…

You have a good brand and good product, but are you sure about your strategy, your design and your identity? Ask a professional.


Kenji Ekuan (1929-2015)