We celebrate bold content from across the web to inspire marketers and content creators.
Times they are a changin’. Dylan sang it to us back in 1964 and I’m sure it’s a sentiment that would ring true with every generation. Whilst we now look out into a rather tumultuous world we see glimmers of hopeful change. One part of that change is a calling to be more emotionally open. Yes Dylan was doing it back in the 60s and great poets have been opening their hearts to us for centuries but I find it so wonderful that corporate brands are now opening up on a more emotional level too. Why are they doing this you ask? Because it achieves the key, ultimate goal: connection. So today we look at 4 pieces of content that tell emotional customer stories with the end goal of connecting with consumers.
Vaillant – Heidar
We start with Saatchi & Saatchi Germany’s piece for heating solutions company Vaillant. Icelandic surfer Heidar Logi tells his story of finding peace through surfing the cold waters off his home nation’s shores. A simple score gives space for his narration against a backdrop heavy with the sounds of a powerful but calming ocean. It ends with Heidar walking toward his warmly lit home. The sentiment allows the audience to understand the client has provided the required warmth and support this customer needed to face and brace the elements. This raises a great question as to how does your brand achieve something similar? What story can you tell to show you’re there to support your customer within a wider landscape?
Lufthansa – #LifeChangingPlaces
Next we have a piece created for Lufthansa Airlines. Similarly using the strength of a soundscape provided by natural elements we hear a narrative from explorer and photographer Chris Burkard. Again this tells a personal story of how travel and exploration (in this case provided by Lufthansa) gave our protagonist the wings he needed to discover his true calling. An emotional customer story showing the value added to his life by the client. This pushes the question to – what story can you tell to show your customers they are able to achieve more than they thought possible.
Spotify and Google Cloud
Moving to an environment a little less chilly we are back within an everyday cityscape looking at a piece about Spotify’s use of Google Cloud. Rather than a singular narrative we hear from many customers within the tech space discussing how Google Cloud provides the much needed vast space to hold the amount of data required for an ever-learning, ever-evolving world. The point being that in its sheer vastness, Google Cloud allows data, in its more intimate form, to connect us. What customer stories can you seek and share in order to show consumers how your brand or product allows them to expand and grow?
Life in a Day 2020
This week we’re ending with something so outstanding I can almost not handle it. On July 25th, 2020, people from around the world filmed their lives and shared their stories to be part of the second documentary film directed by Kevin Macdonald and produced by Ridley Scott called ‘Life In A Day’. The filmmakers received over 300,000 videos from 192 countries resulting in an evocative, stirring and just absolutely mind blowing film about raw humanity. You know when you see something so brilliant that you slap yourself and say ‘why didn’t I think to do that?!’. Well this is one of those moments. This film is the heartbeat of the human race and once again a brilliant example of how opening up and sharing emotions is the key to true connection. Quite a few questions asked this week. I challenge you to look back through this newsletter, write those questions down and answer them. I think what you might come up with could be a bit of a game changer. Just be honest and real. It’s worth it.
Bold Content Spotlight: Wayhome
We recently produced this emotionally charged testimonial film for Wayhome, showing how their product is helping us to reinvent homeownership for the better for families like Aimee and Rob.