Advertising Week Europe

Advertising Week Europe 2017 Official Guide

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CREATIVITY AND CRAFT "The storytelling culture that has been strictly defined into these 30- to 60-second commercial clips needs to be completely rethought," Eaves says. "I think your ability to tell a good story shouldn't be jeopardised by the clumsiness of what the brand is try- ing to tell you." Eaves believes that advertisements today are bogged down by two things: sticking to traditional tactics and a failure to truly connect with people. These days, with con- sumers scrolling through endless feeds of videos and images online, run-of-the-mill advertisements can struggle to resonate. Consumers will respond, however, to ads How Marketers Can Craft Messaging That Truly Resonates by Jacob Gedetsis that don't fixate on delivering a message but feel connected to the cultural heart- beat. To cut through the advertising noise, brands must seek to tell a great story that people will want to share. The constantly shifting digital landscape of- fers brands an opportunity to tell meaningful stories in a new way. "We were very aware of the seismic shift both in the creative poten- tial of the type of stories you could tell, and the ability to distribute and find audiences for those stories," he says. In 2011 Eaves left his job and cofounded the Gravity Road agency with a mission to create stories people want to spend time with and to deliver those tales on the right platform. During the 2016 holiday season, Gravity Road ran a campaign for Three Mobile that poked fun at people using their phones too much and encouraged users to turn them off at Christmas. The campaign sought to stress that Three Mobile understands the individual and is aware of Three Mobile's im- pact on people's lives. "We are in a time of mindfulness, and people are thinking about the time they spend on the screen versus the time spent with real people, and actually the best story that a mobile company can tell you then is to put the phone down during Christmas Day," Eaves says. It would have been easy to tell people to go out and buy Three Mobile products, but Gravity Road had instead connected with people's humanity through a funny story. And like all good stories, it was passed around. Within a day of its release, the cam- paign had millions of shares on social media. "We all know people who are literally glued to their phone even on Christmas day. We obviously love mobile at Three, but we think spending time with family and friends is more important sometimes. So why not turn the phone off at Christmas and go cold turkey just for one day?" says Lianne Norry, Director of Brand and Communications at Three Mobile. Understanding the importance of storytell- ing is crucial to an advertiser's success. After all, the human desire to share ideas goes way back to the oral tradition of sto- rytelling. Brands shouldn't simply blast out a message: they have to give consumers something that will touch their hearts. Rethinking The Culture Of Storytelling Ninety-nine percent of the stories that brands create are mediocre—that's what Mark Eaves, Founder of Gravity Road, saw while working at a big agency, and that's what he sees now. The industry is stifled, he says, not just by outdated advertising tactics, but by brands' desire to simply pump out information. AWE 2017 138

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