One of the current buzz terms being bandied about by businesses today is that of “brand storytelling” – how brands can use storytelling to share their core values, win more customers, and outstrip the competition.
Never mind the fact that brand storytelling is as old as the first advertisement (not that that’s ever stopped social media hijacking old and proclaiming it as new), everyone’s talking about making the business human through stories.
The problem is, too many brands use storytelling poorly – the McDonald’s “Writer” ad being one such example where you were left questioning what the brand values were (a key part in successful brand storytelling).
Get brand storytelling right, however, and you connect not just the dots between customer and brand, but the audience overall. Which is why the “Moments of Warmth” ad from Duracell Canada is so successful.
Why Moments of Warmth Works
This winter has been one of the harshest, coldest winters in recent memory for a lot of people, and the term “Polar Vortex” became mainstream.
Recognizing this, Duracell Canada played to everyone’s weariness of winter, and – for a moment – brought a little warmth into peoples’ lives. The trick, though, was that moment wasn’t just meant to be for the duration of their stay in the bus stop.
Instead, by playing out a bigger message – “we all need each other” – it says even when things are at their toughest, we can make it through if we stick together.
By promoting human connection as the glue that makes everything tick – versus individual actions – Duracell Canada not only shares their corporate values, but also how they see world around them, and our ability to work together to make a difference.
Best of all, it’s not even a hard sell on behalf of Duracell Canada – instead, it focuses on the people (customers) and how Duracell can help (by being there when you need them). It’s a softer sell, but still effective – I know which batteries I’ll be stocking up on next visit to the hardware store.
Kudos.
