Now it seems a bit far-fetched to get your audience on board paragraph by paragraph. In some cases this is true. There is often quite a bit of room to combine and fortunately not everything is as black and white as this book analogy. But still, when it comes to marketing, you want to avoid throwing too many balls at the consumer. Especially on social media, where they are already being bombarded from all sides. If you happily join in with your story, you can be sure that they will not catch a ball in that split second!
Another good practical example of filtering and dividing is the youth campaign that we developed for the Dutch Payment Association. The message: bank safely, according to the uniform safety rules, and prevent yourself from becoming a victim of various types of fraud. In order not to alienate young people by pointing a patronizing finger at them, all storytelling sails had to be set. After reducing the message, another important step followed: casting the story in snappy, catchy scripts. In this case for a few funny sketches.
We wrote the storyline. 'Goed giraal gaan' became the younger version of safe banking. phone number library In order to appeal to the target group, we entered into a partnership with Jandino Asporaat. Someone who, in combination with the right visual setting, is ideally suited to jump out of the stories and timelines of the youngsters. In combination with a catchy campaign track by DJ DYLVN (also known among the target group), the audiovisual artillery was ready.
The message, five 'complicated' lines that required the necessary context, was translated into five short, powerful video scripts, which remained clearly connected to each other. Each script told a funny, appealing mini-story about how and why young people should bank more safely. Ultimately, each story was cast into a social video of 15-20 seconds with a minimal amount of text.
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