C – EP Alphabet
By Chris Sheppardson, Managing Director, EPThe big change is that story telling has come to the fore and been far more successful in reaching audiences. An audience does not want to be talked at or talked to anymore – they want to be part of the story; to feel the emotion and feel a connection. This has stood at the heart of the John Lewis Christmas Adverts over recent years whether the Man on the Moon advert or this year’s Elton John Story which really brings to life how important a present can be to a young person – told through the life of Elton John.
There needs to be something that creates an emotional connection with a target audience. Again think of the Jack Daniels Whiskey campaigns in recent times which have been founded around the history of Jack Daniels – the passion for the product that the original founders had for it; the love that Frank Sinatra had for it. History and legacy stories can be very effective as they create an emotion that people can connect with.