We are exposed to about 5,000 ads per day says Walker-Smith, compared to 500 ads per day in the 1970s. If you live in London I would suggest you are exposed to 1,000 ads per day and in Cyprus to 100 ads per day, it depends from the market. Here’s a tricky question; how many ads do you remember seeing/watching yesterday? (not taking into account any of your own ads). I would guess around 2 or maybe 3? Okay let’s make it 5. Based on research 92% of ads are not remembered at all. Something is definitely not right you might think? All those cheesy TV ads, Radio Ads, Social Media Ads, Google Ads and the list goes on.
Let’s talk about this phenomenal movie trailer by Burberry. I read the following comment on GQ; Too bad it’s for a film that’s not actually getting made. A human being loved an advert from a brand that is selling clothes. How often do you hear that? Very rare. I think this is the best story in 2016. There are a lot of points that we can all learn from this campaign, the first one is that stories increase brand loyalty, create emotional connection and of course sell! Burberry is celebrating it’s 160th anniversary and decided to create a story around their brand. Why didn’t they just create an advert saying that they are celebrating 160 years? Why didn’t they just create an ad that would communicate all their achievements? I will let you think about that.
When you are building a brand, you think long term and you focus on building great stories. This ‘movie’ does shed light on Burberry’s (the man) many accomplishments and innovations, starting from creating uniforms for British Soldiers during World War I to Shackleton’s all-terrain gear to perfecting the trench coat for generations to come. “People come to me with their dreams,” Gleeson says in the trailer, “and I bring them to life.”
Before you hit the play button, don’t think that you can’t create great stories because you don’t have a Burberry budget. Stories don’t have a budget and if you need help creating yours, you can always give IQD a call or email us.
Enjoy and I hope they make it a movie.
P.S There are around 300 positive comments just on Facebook about their clients loving the ad and those 1,937 people that shared didn’t win anything by sharing, they shared it because they loved the campaign. It’s what I keep saying; you can inspire, educate and sell.