- Ads that tell a branding story (e.g. a Mastercard ad showing a father taking his son to a baseball game) work better than ads that focus on product positioning.
- Not all narrative ads work.
- Ads where the narrative is unimaginative and boring don’t work (e.g. A United Airlines spot that showed an emotional story of a businessman returning home)
- Ads where the narrative ties in with the brand work better than ads that don’t.
- Narrative ads where the audience got involved in the story (e.g. Budweiser's "Whassup" campaign) worked better than ads where the audience remained passive, (e.g. Miller Lite low-carb ads that essentially just said, "We're better than the other guys.)
- Narrative humor could be effective. Eighty-four percent of respondents said the humor worked well in Southwest Airlines' "Want to get away" ads such as a woman accidentally destroying a man's medicine cabinet while snooping.
- Ads where the narrative is distracting don’t work. For instance, a Nissan didn’t work: at the outset, it seems as though a couple is talking about sex, but in fact they are talking about the car. The audience however never made the transition, having reacted negatively to the conversation about sex.
Sunday, March 1, 2015
Narratives work, political parties in Canada pay attention to your story
As we move into an election year in Canada, our political parties would be well advised to read and heed the following white paper, “On the Road to a New Effectiveness Model,” (you can purchase it from the ARF here) put out in 2007 by the The Advertising Research Foundation
The main findings were: