Storytelling – an opportunity to be authentic

At last week’s Adweek Europe event there were lots of big themes; digital, millennials and content being the three that appeared top of the agenda. However, there was one theme that was most interesting for me; Storytelling.

A number of sessions that covered this theme and the one I found most enlightening was with Punchdrunk founder Felix Barrett who was interviewed by Paul Davis (of Microsoft) – ‘The Art and Science of Immersive Storytelling’.

It might not immediately stand out to you as to how it is relevant for the adland world– but here are some two take outs that might change your mind:

“In a digital age, everything is a click away”

…and that is exactly how everyone wants it. Is it?

Much of our research today suggests that consumers want things easy, fast and digital. Digital is becoming an ever growing part of our lives and a trend that is not looking to ever go away. However, Barrett spoke of consumers search for something else, something non-digital … a search for real life experiences.

In a time where adblocking is prime (and increasing) it is no surprise that when consumers are engaged in a more traditional sense, it often stands out and is ultimately more memorable.

Consumers are searching for experiences that are better than real life, often putting themselves into situations that make them feel uncomfortable – resulting in emotional rather than rational responses. What brand wouldn’t want to tap into these emotions?

You can find a quick read of the whole session on Marketing Magazine – go have a read, you won’t be disappointed.


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