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Alain Thys,[object Object],“No Story, No Glory”,[object Object],FUTURELAB,[object Object]
The $200 billion question,[object Object],How do we go fromimposingourselvestobeing embraced?,[object Object],FUTURELAB,[object Object],(*) 2012 Global TV advertising forecast = $202bn,  Zenith Optimedia December 2010,[object Object]
Or being even more ambitious,[object Object],Can we get peopletohit pauseinstead of fast forward,[object Object],FUTURELAB,[object Object]
#ChangeMarketing:,[object Object],I don’t have all the answers, but I’mwillingto look forthem.,[object Object]
FUTURELAB,[object Object],5 Suggestions,[object Object],from the world of storytelling,[object Object]
FUTURELAB,[object Object],Theywillrequireco-operation,[object Object],Brands, agenciesand TV stations needtodevelop a new approach,[object Object]
Orthodoxieswillneedtobechallenged,[object Object],Especiallyiftheystopped making sense,[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],But considering the prize, the effort is worthit,[object Object],Whatifconsumersembracedourmessageswillingly?,[object Object]
FUTURELAB,[object Object],Suggestion #1 ,[object Object],Take your time,[object Object]
Let’s face it:,[object Object],Only a genius ,[object Object],can tell a story ,[object Object],in 30 seconds ,[object Object],or less.,[object Object],For Sale: Baby shoes, never worn,[object Object],FUTURELAB,[object Object]
http://www.angryalien.com/0604/titanicbunnies.html,[object Object],Case: Titanic is a great story, but,[object Object],It justisn’t the same in 30 seconds,[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],We will continue with this programme after these important messages.,[object Object],Sowhy do we hurry?  Where did the 30 second spot come from?,[object Object]
FUTURELAB,[object Object],Orthodoxy alert,[object Object],Pat Weaver,[object Object],& Leonard Lavin,[object Object]
FUTURELAB,[object Object],Orthodoxy alert,[object Object],As advertising industrialised, the logic becameentrenched in the system,[object Object]
Whatif?,[object Object],The 30 second orthodoxy didn’texist?,[object Object],You had the time you needed to tell the story?,[object Object],http://www.youtube.com/watch?v=BMjoEFyWn8w,[object Object],FUTURELAB,[object Object]
Suggestion #1,[object Object],Make sure you have the time you need to tell your story,[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],Suggestion#2 ,[object Object],Consider context,[object Object]
Every storyteller asks:,[object Object],[object Object]
Why are they coming ?
What is on their mind ?FUTURELAB,[object Object]
FUTURELAB,[object Object],Ifyouforgettoaskthem, ,[object Object],Things go wrong,[object Object]
FUTURELAB,[object Object],“YEAEEEH!!”,[object Object],Some time ago, my son and I had the house to ourselves,[object Object]
Movie Night,[object Object],Minimum effort, maximum explosions,[object Object],Don’t worry Mrs. Thys, I’ll take care of your boys.,[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],We had it sorted,[object Object],+,[object Object],+,[object Object],=,[object Object]
On the edge of our seats,[object Object],OMG Will’s in trouble, how will he EVER get out of thiscarchasealive???,[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],Time forsome important messages on the benefits of well-fitting female hygiene products.,[object Object]
FUTURELAB,[object Object],What’s wrong withthis picture?,[object Object],+,[object Object],+,[object Object],+,[object Object],Femalehygiene,[object Object],Popcorn,[object Object],Will Smith,[object Object],2 guys,[object Object]
Impact requires context,[object Object],Yesterday’shomogeneousaudience has fragmentedintohundreds of subsets.,[object Object],FUTURELAB,[object Object]
Impact requires context,[object Object],Today’sfragmentedaudiencemakes context more important than ever (Mediapost, March 2011),[object Object],Context effects are more pronounced for TV,[object Object],Context effects more pronounced in interrupting than shoulder blocks,[object Object],Positive valenced context improves ad effectiveness,[object Object],Marketing Communications, A European Perspective 3rd Edition, P. De Pelsmacker; Maggie Geuens and Joeri Van den Bergh, FT Prentice-Hall, 2007, p. 247,[object Object],FUTURELAB,[object Object]
Someremarkablepractices,[object Object],FUTURELAB,[object Object]
Suggestion #2,[object Object],Don’t just plan based on ,[object Object],(average) numbers.,[object Object],Make sure your creativity matches ,[object Object],the context of the programme.,[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],Suggestion#3 ,[object Object],Be meaningful,[object Object]
FUTURELAB,[object Object],Orthodoxy alert:,[object Object],Onceupon a time, advertising content matteredtous,[object Object]
FUTURELAB,[object Object],Today,[object Object],The bath tub is full,[object Object]
Image: (c) Adambooth,[object Object],The commercial messages we oncewelcomed, lost their appeal.,[object Object],Share of voice ,[object Object],has become,[object Object],Share of noise,[object Object],FUTURELAB,[object Object]
Great storytellers continuouslyadapttheirmessage,[object Object],As we move on andour interests change, so does their story,[object Object],FUTURELAB,[object Object]
If we risk tuning out, theydon’tshoutlouder,[object Object],Theyanticipatewith plot-twists and different formats,[object Object],Luke, I amyourfather.,[object Object],FUTURELAB,[object Object]
Don’tbe a GRP addict, yetfind new waystogiveyouradsmeaning,[object Object],If I giveyou 30” of my life, what are youoffering me in return?,[object Object]
Suggestion #3,[object Object],Plan forreach, but aimfor impact.,[object Object],Talk aboutthingsthat have real meaningtoyouraudience.,[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],Suggestion#4 ,[object Object],Invite the audience,[object Object]
Great storytellers ,[object Object],Invite audiencestosit down and listen,[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],Advertisements,[object Object],Tryto catch our attention whilewe’redoingsomethingelse,[object Object]
Remember the soaps?,[object Object],Invite audiences,[object Object],tocome,[object Object],to you,[object Object],FUTURELAB,[object Object]
Joinforceswithyouraudience’sfavourite storytellers,[object Object],Encouragechannelstocome up withquality product shows,[object Object],FUTURELAB,[object Object]
Joinforceswithyouraudience’sfavourite storytellers,[object Object],Consider product placement that fits the narrative,[object Object],FUTURELAB,[object Object]
Or invite themto listen to a story youcraftyourself,[object Object],Leverage the webisode concept to digital TV,[object Object],FUTURELAB,[object Object]
Suggestion #4,[object Object],Invite youraudiencetosit down,[object Object],andgiveyoutheirundivided attention,[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],Suggestion#5 ,[object Object],Go Transmedia,[object Object]
Every story seeksto share itself,[object Object],Ifitdoesn’t spread, it’s dead (H.Jenkins),[object Object],FUTURELAB,[object Object]
FUTURELAB,[object Object],This is proven bydevelopments in social TV,[object Object],Live televisionbringsuniteswholetribes on Twitter, Facebook, etc.,[object Object]
Many brands wouldliketo center these conversations on them,[object Object],Leveragepromoters, createpositive WOM, “buzz.,[object Object]
But there’sjustsolittletotalk about,[object Object],Whatcanyou say aboutthis?,[object Object],http://www.youtube.com/watch?v=pnfHDp19k5s,[object Object],FUTURELAB,[object Object]
Media neutrality (simplified),[object Object],A single ideaiteratedacrossalltouchpoints,[object Object],We allsee the same content = no conversationvalue,[object Object],FUTURELAB,[object Object],Source: http://farisyakob.typepad.com/blog/2006/10/transmedia_plan.html,[object Object]
If you want me to talk about you.,[object Object],Tell me a story,[object Object],that makes my conversations more interesting,[object Object]
Thisrequiresremarkable content,[object Object],Considerthis classic from 2004,[object Object],http://www.youtube.com/watch?v=toD0WzAbb3I,[object Object],FUTURELAB,[object Object]
But one story doesn’t cut it in the fragmentedmediascape,[object Object],Transmedia storytellers create multiple entrypoints to the same story,[object Object],[object Object]
Online & mobile episodes
Seasonprequels
5 graphicnovels
Games (mobile, boardgame, online, trading card)
11 Paperback novels
Series of companionbooks
Action figures

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