CS Storytelling at LBI but that was then and this is now

Fri 01 Mar 2013

It’s true you know, that it’s not just what you say, it’s what you do. This goes for people and for brands. This point was the running theme of the speakers at Creative Social’s latest Wednesday event. Once again the LBI in Brick Lane was a wonderful host for the event. We headed over after work for some industry pearls of wisdom and perspectives on how different brand’s responsive behaviours are altering consumer habits.  

Seb Royce spoke about how, in today’s world – where behaviour is king – actions often speak louder than words. We know this, but the best example of this statement was without a doubt, the hilarious Body Form TVC which responded to a male face book user complaint about false representation of the female curse, to which he received a direct and horrible informative response as to why the Brand had decided to gloss over some of the less than lovely details. Basically, he reaffirmed that monologues are now dead and dialogues are alive and kicking and that brands should be telling stories with a real human purpose, placing consumers at the heart of the content which is generated and looking, not only to engage but evolve behaviour through human and commercial means. Two words, RED BULL. Think and drink in stunts, sports, actions and re-actions, they dare the daredevils and challenge limits. Red Bull’s marketing approach of connecting their product with real people and sponsoring real world events is undoubtedly the perfect way to create lasting and meaningful impressions with their key fans, followers and consumers. They have left the competition eating their dust really. 

 

 

Basically, he reaffirmed that monologues are now dead and dialogues are alive and kicking and that brands should be telling stories with a real human purpose, placing consumers at the heart of the content which is generated and looking, not only to engage but evolve behaviour through human and commercial means. Two words, RED BULL. Think and drink in stunts, sports, actions and re-actions, they dare the daredevils and challenge limits. Red Bull’s marketing approach of connecting their product with real people and sponsoring real world events is undoubtedly the perfect way to create lasting and meaningful impressions with their key fans, followers and consumers. They have left the competition eating their dust really. 

 

Next up we listened to Ricardo Figueira (copywriter and ideas man at JWT), who investigated how successful brands have managed to create opportunities for their audience to tell their own stories. Believing that the best stories are not told but lived. Ricardo also believes that advertising is about telling good stories, but great advertising is about letting people be part of their own stories. 

This made us think about how Sainsbury’s embraced a 3-year-old’s suggestion about the re-branding of their “Tiger Bread” to “Giraffe Bread” which not only created a great story and some great brand exposure, it also reminded people of the human aspects and qualities that make up brands. Being a copy writer by definition, he does not see copy creation and storytelling as a dying craft, quite to the contrary, Ricardo believes that people have never had so much to read or write as they do nowadays and therefore it is more important for brands to action the things they speak about. Remember the #BREAKFROMSPACE moment, when KitKat became the first official confectionary item to travel to space accompanied only by some hot air and a GoPro Camera? That’s a story to take a break to listen to, watch and socially interact with if ever you heard of one. The stunt achieved over 86,000 hits on YouTube, this kind of story is a formula of invention combined with creativity to craft innovation. 

Each host wore his PJ’s, held a cuppa warm milk and told his new age story in an old age way. How fitting and informative all in at once jellies, we drank wine and had a very nice time. Thanks to Creative Social and thank you too LBI.