The other day I was with my good friends at minnow who make documentaries. Minnow's reputation is of integrity, honesty, truth, championing causes, supporting the little guy who can be amazing if seen in the right light (hence minnow). Telling their story well... finding the story that makes everyone that sees it come away and tell their friends that they must see this film.
It got me to thinking that our brands can only dream of such a reputation. This is what advertisers only dream of in their sleep. So why not take some of that magic dust. How do we get some of that.. The problem is the integrity. They are perceived as having integrity.. advertising does not.. as soon as we overtly control or if there is a perception that we have influenced the truth of the film the integrity goes away.
All we can do is stand by them and champion them.. support them.... find a film or story that is within your brands area or is about someone who might use your brand.. if it touches your heart, support it, sponsor it, get it made... Imagine a conference, with the usual stands and your film in an auditorium next door... 30 mins of passion and emotion and great story telling, that highlights a cause worth talking about, something they truly care about.. imagine people watching it on your website, on you tube, imagine the public talking about it on the tube.. imagine it winning a Bafta.. and all it says at the end is.. "Thanks to your xxxxx for supporting us"..
So how do you find such a film?.. that's the trick!! But as people are increasingly having more choices and less time.. we are going to have to become more remarkable in every thing we do... a small specialised documentary that talks to the few, taps in to everything we as advertisers are trying to do.. that is to talk to the early adopters, the innovators the people who care.. they will champion your cause if it's worth fighting for... it gives them something to get behind.. we create a movement.. a cause behind the film... a website that give people a forum to discuss and take action to make decisions.. to make collective decisions to become part of the solution... ..celebrate the customer..lead.. and tell it through a good story... tell their story.. not the brands.. a story that can passed on..
suddenly you've changed peoples lives, you've changed the world.. made it a better place, inspired people.. suddenly you are loved..suddenly in a crowded market they have a reason to choose one very similar product over another.. they believe in what it supports.. wouldn't that be great...
http://www.minnowfilms.co.uk/
http://www.sheffdocfest.com/
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