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Advertising isn't storytelling but maybe it could be

Reformat from the 30-90 second to a more long-form narrative focused on the story and less on the product

Build brand trust, loyalty and recognition as opposed to attempting to directly impact sales

What happens when all advertisements engage in this mode of storytelling? What if a brand doesn't have a story to tell?

Promotes sharing - people want to share stories and memories, not products --encourages horizontal sharing

For story-telling you can engage your audience by telling their stories

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LGBTQ
'brand working with LGBTQ 'might not working in china or some other country

but it might be successful when targeting the younger generation

it can be doubtful that if the brand is really supporting the community or just wanna to get a good image

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Advertising isn't Storytelling - Leon, Angie, Milan

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Advertising isn't Storytelling - Leon, Angie, Milan

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- Cyber realist vs. cyber optimist
- if product or company looks the same, storytelling is needed more than ever
- even though there is an advertising overload one should use the opportunities of social media
- storytelling needs to be interactive
- the consumer has to "own" the story, as the writer says himself "What could be a better sales technique than convincing the buyer he thought it up himself"
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LGBTQ+ COMMUNITY

- Brands sometimes create brand stories and engagement because they have to, not because of their ideas.

- the LGBTQ community ads might work in China if they could be allowed

- Vodaphone's shift from skewermorphism to flat design, example of digital:social medias UI inflence

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Advertising Isn't Storytelling

Storytelling and advertising don't go together

"One obvious problem is that most brands have no particular story to tell -- at least not anymore"

"The real power of advertising is in its interactivity."

Example below:

The viewer below creates the story, not the ad

The tension between eye catching and storytelling

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Brand relaunch (biggest in Vodafone's history)

Vodaphone spend's 600 million pounds on advertising annually (cost of campaign not disclosed)

If we are looking at this campaign as that of a brand relaunch, the very tagline, 'The future is exciting. Ready?' seems to be a sort of a weak link.
Moving from what was a more impactful tagline in 'Power to you' to the new tagline, we felt that it does not really convey a clear message.
So yes, the future is exciting but how is Vodafone going to be a part of the exciting future?

Data suggests that people are optimistic about the future and that technology plays a big part in this but data does not suggest that they are optimistic about Vodafone's role in this

Unclear what Vodafone is advertising in their spots. Even looking at the print ads and the creatives on display, especially the big one right in the middle of Elephant and Castle, it says 'One swipe away from true love' and then they have the tagline running through the creative. At first glance, all you can relate to is tinder and love is not something that is found on the app in most cases. So again, you are unable to link the creative to the brand and that is the case in most of their creatives for this campaign is what we felt.
As a final takeaway, we feel that this campaign was not an effective use of the budget and that if they wanted to promote their brand they could have invested in innovation that would have made their brand synonymous with technology and the future

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HELLO WORLD!