Emotional Engagement Through Film Inspired Adverts
Advertisements inspired by films are becoming an increasingly successful approach for companies to utilize in order to stand out in a sea of visuals that consumers are subjected to on a daily basis. The use of storylines and plots have fast become a more engaging form of digital media.
Ads that have been inspired by film do not focus on the product, in fact, most of the time consumers initially are unaware that they are viewing an ad and therefore they are more willing to listen to the brand's message and are more engaged. This form of advertisement is highly visually persuasive and centres around the lifestyle that comes with purchasing the product rather than the product itself. This allows viewers to get lost in the imagination of the brand, which typically elicits an emotional response.
A great example of an epic film story is Dolce & Gabbana's "Street of Dreams" directed by Martin Scorese. "Street of Dreams" features Scarlett Johansson and Matthew McConaughey in a black and white, cinematic romance story that captures a life of glamour and the lifestyle surrounding the streets of New York. The love story seeks to answer the following questions for the viewers-Who were these characters to each other? What are they to each other? And who will they be to one another? With this complex love story, Dolce & Gabbana not only shows the timelessness of the brand but it also relates to its consumers on an emotional level.
Felix Hall, managing director of 23red, told The Marketer, "Part of the trend towards real-life scenarios at the moment is because authenticity cuts through and engages in a sea of idealised fictional or constructed scenarios. A brand's purpose is ultimately the role it plays in real people's life. And in a connected world that relationship becomes more and more central to communications."
Emotions that create a sense of humour, romance, wonder, drama, or thrill tend to be the most affective in developing an ad that gives a more cinematic feel. According to Forbes, consumers process over 100,000 words every day but are unable to retain all of the information that they consume. Researchers have found that consumers are more likely to remember a message or product if they are emotionally invested and if that video can connect with a very human experience.
Chanel's short film, "Reincarnation," is another excellent example of creating an imaginative storyline that creates a sense of wonder and romance for its viewers. The seven-minute long film focuses on the tale behind Coco Chanel's design for the Chanel jacket. Based in Austria in the 19th century, the film features Pharrell Williams and Cara Delevingne in a twilight zone-esque plotline. Williams plays the elevator operator whose uniform struck Coco Chanel and inspired her to create the Chanel jacket design. The film ends on a humorous note as Coco Chanel stops to ask where the lobby boy found his uniform jacket, who replied with "They made it just for me." Coco Chanel then looks straight into the camera (acknowledging its presence for the first time in the film) and responds with, "Well I am going to make it...for me."
In a study conducted by the Guardian, MRI neuro-imagery found that even when evaluating a brand, consumers primarily use emotions rather than information to gage whether they want to make the purchase. The study also found that emotional responses to an ad has far greater influence on a consumer's intent to buy a product and creates positive feelings towards a brand. It was discovered that the same neurological regions that are activated while hearing and reading a story were the same as if someone were experiencing the story in real life, which means that the human brain cannot discern between what is real and what is not. People may not remember facts, but they remember the story and how a story made them feel. This typically results in persuasion or possibly a call for action.
With the development of brands seeking to create short films that speak volumes about their company instead of creating glossy adverts, brands are increasing their shareability and the likelihood of their message being received.
By creating a storyline that entices the viewers' imagination your brand will sure to be remembered as consumers can relate their personal experiences to the personality behind your brand.