Join over 1,200 subscribers
Stories are at the heart of the human experience. Stories trigger our emotions, they cause us to feel what someone else feels.
And most importantly for marketers stories make us focus, remember and even lay down our scepticism.
Combine stories with video and you have a powerful persuasive concoction.
Just recently Hyundai executed a brilliant example of brand storytelling.
An emotional and compelling story about the great grandson of the Polar Explorer Sir Ernest Shackleton .
And the grandsons journey to finally achieve his grandfathers dream.
The promotional film “Shackleton’s Return” was a staggering success scoring over 100 million views on YouTube.
So what made this film so uniquely successful?
The one critical ingredient that every story needs yet most desperately lack…
Tension is the secret ingredient to a great story.
Tension drags in viewers and stirs the emotions.
Hyundai used this critical storytelling device to drag in their viewers and stir their emotions.
One viewer commented…
^I suspect you actually are the emotional type Mr Naum 😛
Here is the brilliant part of this whole project.
At the heart of this promotional film is a stunning montage of the Hyundai Santafe blazing through the ice and snow.
Instead of creating yet another 15 second commercial Hyundai gave viewers exactly what they wanted.
A compelling story.
In return Hyundai received 100 million engaged viewers!
However, there was one agonising fail to this project that I suspect left a lot of potential car sales on the table.
THE LOGO SLAP
Instead of leveraging the viewers new emotional state and interest in the story to move prospects further down the sales funnel Hyundai just slapped us all in the face with their logo!
At least tell viewers where they can go to discover more about this vehicle that cruised through the elements that former brave explorers failed to withstand.
Or encourage emotional viewers to subscribe, give your local dealer a call, give someone a hug… TELL US TO DO SOMETHING!
When in this emotional state viewers are ready to take action… Don’t waste it.
As Steve Jobs put it…
Watch the full promotional film below… Did you notice the LOGO slap at the end? 😛
Join over 1,900 subscribers