The approach to advertising has evolved throughout time. Because of this, advertising is much more than explaining a product or service. What you try to sell is far less significant than the emotional aspect of the pitch. The key to successful advertising is to create a story while implementing the product itself. Thus, creating a memorable experience for the viewer. A few months ago, we laid out steps for producing explainer videos which help describe an experience instead of solely focusing on the product. This summer, the winning ads of the 2014 Cannes Lions International Festival of Creativity reinforced this concept and strategy. While the data may be notable, the emotional factor is much more important.
In an article on Adverblog, 2014 Cannes Review: Big Emotion trumps Big Data, the “Big Emotion” of the ads at the Cannes Festival this year were broken down into four categories, which reiterates our 6 Steps:
“Big Emotion Through Data and Technology”
“Big Emotion Through the Power of “Me””
“Big Emotion Through Storytelling”
“Big Emotion Through Product Experience”
Each section describes ads that used emotion variously in lieu of facts, reviews, or data. Our guide for writing an amazing explainer video highlights the steps to achieve these emotions in your video and focus on the buyers and their experiences, rather than the product itself. After considering what this product or service can do for your buyer, creating a buyer profile is crucial in understanding your consumers and increasing your chance of connecting with them. This will help you significantly when it comes time to choose the story and “big emotion” (or S.T.U.F.F. as we call it) associated with your product.
For the article on “Big Emotion” at the 2014 Cannes Lions International Festival of Creativity:
If you would like help producing your video, our production team would love to help. Just reach out to us at: www.ripmediagroup.com. We love producing motion graphic animation, live action video, whiteboard animation/speed drawing animation, and helping people like you reach your goals.