Zubr beer advertisement
Zubr beer advertisement
When it comes to light, humorous stories featuring an easily recognizable brand character, Żubr is definitely worth mentioning , promoting beer of the same brand. Commercials featuring him are usually short and use catchy slogans, such as the widely known "Żubr occurs in the wilderness" or "It's good to sit with Żubr". Danio commercials featuring Mały Głód and Twix bar commercials have a similar tone. Although in the latter case there is no single main character.
graphic from a social campaign against domestic violence
graphic from a social campaign against domestic violence
Another short form of storytelling, but at the opposite pole in twitter database terms of the emotions it evoked, was a social campaign about domestic violence. One of its main slogans was "Because the soup was too salty", which on billboards was accompanied by a photo of a severely beaten woman and child.
a frame from a short Allegro advertising film
a frame from a short Allegro advertising film
Let's get back to more positive feelings, which are not lacking in e.g. Allegro's Christmas advertising campaigns. Every year, the brand treats us to moving, entertaining and thought-provoking spots that last at least a few minutes. It is worth paying special attention to the high quality of the production here. Since we are on the subject of Allegro, it is impossible not to mention the series "Legends of Poland" produced by the brand. Although it does not present marketing content, this series stimulates the imagination, presenting well-known Polish legends in a completely new, modern version. It also clearly shows that the brand cares about quality.
Storytelling in Marketing - Summary
There is no denying that a well-told story is a key element of a successful advertising campaign today - dry facts and spots in which nothing happens no longer appeal to anyone. However, marketing narrative should be carefully thought out to present recipients with content that will reach them most easily. Storytelling allows you to attract attention, arouse emotions, and at the same time encourage them to take a specific action. Narrative marketing gives you much more room to maneuver than "traditional" forms of advertising - it allows you to break patterns and approach brand promotion unconventionally.
