Why is brand advertising "adapted from a true story" more appealing than creativity?

The following article comes from 4A ad headlines The author headlined Jun

Advertising communication industry vertical new media! Zhou more international 4A-level selected cases, non-creative do not spread! Advertisers, inspiration for brand marketers, more ads, people will be smarter, don't say I didn't tell you...

▣ Editing by Lao Luo Brand Marketing Journal (ID: PPYX007)

▣ source 4A ad headline (ID: aaa-ggtt)

Many films in the publicity, will be added to the movie poster "adapted from the real story", this short sentence, its impact?

There really is a dog called "eight male", has been at the station in the hope that the dead owner can come back, and then the story of the eight male was remaked into the film "loyal dog eight male." The film earned 880 million yen in its two weeks in Japan, HK$190,000 on its first day in Hong Kong and HK$1.43 million in its first four days.

Movies based on real stories are loved by everyone, so what about ads based on real stories?

999 cold warm heart short film "always someone secretly love you" the net hits more than 200 million, brush burst the circle of friends; 999 health day ad "health should be so", known as "dry down Durex's advertising film", the network hits 130 million plus;

A true story adaptation

has become standard for brand advertising

Once upon a time, almost all of the ads came from Thailand, where the content was based on "real story adaptations".

Nowadays, more and more Chinese creative advertising, the title will also appear "adapted from the true story" of the words, these words also let the content has not yet expanded on the first to capture the hearts of some people. Lu Xun once said:Only a true voice can touch humanity.

The true story can reveal the human nature most deeply, touching the softest and most fragile side of the heart, and the image of the real will have a strong sense of generation of the audience. SoA "true story adaptation" compared to "this story is pure fiction" can take an advertising film to a higher level.

Therefore, more and more brands in the production of advertising films, will give priority to the choice of "real story", and "real story adaptation" of the advertising film in the dissemination of the effect has been tried and tested, has become a trend to achieve the brush screen.

In fact, this is related to UGC's increasing attention to produce more and more high-quality content. As brands begin to pay more attention to building deeper emotional connections with users,You see the infectious power of the real story.

Every brand has a first heart, every first heart is related to consumers, the real story is to open the link between the two sharp weapon.

Advertising ideas in the "real" under the hold

Brand marketing is done with lessTimes.

Usually, when we see a good ad, we can't help but admire it: It's so creative. It's an indisputable fact that advertising needs creativity. But what is a good idea?

As the saying goes, art comes from life, but it is higher than life. Ye Chuan feels that creativity is the same, good ideas come from real-life stories, but can show more beauty and value behind real-life stories. This is one of the reasons why brands like to use "real stories" as creative materials, advertising ideas in the "real" holding, often can play a double effect with less effort:

1, the real story can offset the user's resistance, enhance the brand's sense of trust

When it is mentioned, most people inevitably become resistant. After all, they used to bombard our fragile brain nerves, such as platinum, in the most straight-forward way, 360 degrees without dead ends, and they used to harass us in an N-pass way, such as a point reader... And these ads, which we see as annoying, because of the non-differentiated coverage and repeated brainwashing, have the effect of affecting the behavior of the masses of consumption, and ultimately bring huge profits to the enterprise.

But now the times are different, consumers pay more attention to the spiritual level of feedback, those insevent, to set the way for the eye-catching ads will inevitably become the object of our spurnment. So now the brand advertising has taken the real story as the core content, to use a bland force directly to the people, so as to dispel the consumer's resistance, to obtain the consumer's trust.

2, the true story itself brings its own emotional power, triggering emotional resonance

The so-called real story, is derived from the real life of the story, such stories can basically let users use a case map to the mass, resulting in the "this is my story" illusion, therefore, "adapted from the real story" advertising film, mostly from the emotional level to impress consumers.

999 Cold Spirit, "Someone Secretly Loves You"

Truth is only a means, the touch of consumer emotion is the end.When the creative inspiration of advertising extends to real life, the idea becomes the pyrotethon and human touch of life.At the same time, the story in the advertisement itself is not really the core of the national resonance, what really impresses the audience is the social emotion behind the story.

This emotion can provide the audience with a reasonable emotional catharsis field, the audience from these dilemmas and issues resonate, and then linked to the melody and vibration of the self. And the brand can also use the "real story" to establish the emotional ties and value identity with the target group, thus triggering the emotional resonance of the two, the brand concept to the audience.

3, ordinary people interpretation of ordinary stories, brand marketing is gradually closer to the user

Advertising, like film and television, has no boundaries, the purpose is to talk to the public, it is important to find the touch point, and "true story" is one of the touch points. I do not know whether we have noticed, in the last two years, according to the real story of the adaptation of advertising films, most of the time are vegetarian as the main character, through them to tell the real story, in expressing their attitude at the same time, but also for the brand itself endorsement, convey the brand's value concept.

Compared with the use of celebrities to interpret the brand advertising film, ordinary people's stories have more voice and persuasive, which to some extent changes the brand and user dialogue, brand marketing protagonists began to tilt to the user, user-led. After all, with ordinary people to interpret ordinary stories, it is easier for users to establish a sense of identity, so as to better understand the brand, identify with the brand.

In short, the true story reveals the true feeling, can give a brand a full of infectious and strong penetration.And the brand is not as a participant in the story, but as the story's bearer, with the real story to spread the brand charm, the effect will naturally be more efficient than carrying the brand implanted advertising film. And that's why more and more consumers are giving up watching 90-minute movies and choosing to spend a few minutes watching a quality commercial.

Story-telling communication

is the best way for brands to deliver their message

People are always unconsciously moved by the story, so for the brand, story communication is the most advantageous way for the brand to convey information. A high-quality story, by transferring the concept of the human brain away, and with the story of the main character to identify, set in place to feel, respond to the story of the people and situations, so as to mobilize the audience and echo the brand.

With the real story to do communication, can reflect the brand's new ideas and not lose the "mind", and this is the brand to achieve homogenization of the best channel of competitive advantage.Take 999 cold spirit as an example, with the real story launched by the brand micro-movies count, and repeatedly become a burst, these stories and brand attributes are extremely relevant, over time, not only let the brand in the competition to achieve differentiated marketing, but also these stories accumulated into the brand's content assets, and the brand to establish a strong correlation.

Brand communication has changed from deep into the market to deep into the minds of consumers, from simple information transmission to cultivate deep-seated connections. True stories can generate topicality and sharing desire among consumer groups, and can also enable brands to draw nutrients from them and integrate them into their connotations and values to maximize communication.

As a result, "adapted from real stories" is appearing more and more frequently in branded commercials. However, real stories happen every day, and the key to turning real stories into ads is whether advertisers can spot the highlights of each story, and then use creative technology to present the details of the story and show the creative imagination.

Editor:Lao Luo, senior marketer, graduated from China Media University, has worked for a well-known 4A company in China, as the director of planning, focusing on advertising, marketing, paper, creativity and other fields, research brand communication, digital marketing for many years.

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