Issued by: 8Image and Brand Consultancy


What has changed, however, is that we have to be smarter about how we do that. The twenty-first century lifestyle has little in common to anything that has gone before it. We have less time than ever before, yet more distractions. Our careers have become more demanding, which means that we, in turn, demand more from our leisure time – and the brands that we choose and use to fill it.

If we were to crystallise and distil this new lifestyle, it could be summarised in one word: experience. Consumers are driven to fill their lives with the new and novel. They're on the lookout for moments that they'll remember, treasures that are out of the ordinary and occasions that are valued for their singularity.

The implications for your brand are far reaching. It's no longer enough to create a personality and values around a product; no matter how sensational it is, your product alone is unlikely to create that experience the consumer so urgently seeks. No; in order to tap into that desire, you need to change your means of brand communication, too.

Today's consumer receives enough information as they go about their day. They don't want to be told about what makes your brand magical, they want to discover that by themselves. It comes back to experience: rather than talking at them, talk to them. Issue an invitation that encourages the consumer to interact with your brand, and they'll do the rest.

With this in mind, it makes sense that media planners the world over are preparing a funeral for the 30-second television commercial. In fact, the ‘lines' are no longer so clearly drawn: it's almost time to bid adieu to the concept of conventional above- and below-the-line activities. It's a trend pushed by new media platforms, and welcomed by brand owners who rue the costs of premium charges for prime time television – no longer so justifiable, now that viewers can fast forward commercials with a flick of their PVR.

Small wonder, then, the advertisers are seeking new avenues for their brands with the same fervour that consumers are seeking experience. And the answer lies in branded entertainment: for the brand owner, it provides a unique, measurable platform for the brand, one that can be used to amplify other media messages by exploiting cross-promotion opportunities. For consumers, on the other hand, it's a chance to expand boundaries, satisfy their need for freedom, adventure, mastery and authenticity, and supply that all important life experience.

Branded entertainment has already been eagerly embraced overseas. In the UK, for example, Renault Scenic has joined forces with UKTV to create a series of two-minute films themed around ‘Scenic days out'. The mini-films serve as something of a tourist guide for British day-trippers, highlighting exciting locations around the country. They're featured on lifestyle magazine programmes, such as UKTV's Style, as well as being available for download from the Renault website. It's an excellent branding opportunity for Renault Scenic: the concept of the mini-film is aligned to the brand's attributes, and while they are of inherent interest to the type of driver who may choose a Scenic, there's no missing the fact that they're sponsored by Renault.

Jeep has initiated a similar project. Their two-minute webisodes, called The Mudds, follow the adventures of a family as they explore in their Jeep. The campaign has been particularly successful thanks to its clever blend of lifestyle with cutting edge technology, which engages audiences by allowing them to interact and participate in online games and treasure hunts.

The Mudds is significant for another reason, too: it points to the rising prominence of new media platforms. Although it's become clear that the Internet will not, as originally predicted, replace print or electronic media entirely, it's equally clear that consumers are involved in a full blown love affair with their laptops and cell phones. In fact, with the advent of websites like mySpace and YouTube, the web is hotter than ever: is there anything more alluring than being able to do what is, in essence, a website representing your own little world? Not according to the statistics, which show that 100 million clips are viewed daily, and 65 000 new videos uploaded every hour.

What makes these websites so popular is the fact that their content, having been generated by users is entertaining and relevant for them. That also explains the proliferation of ‘wiki' platforms and citizen journalism – we're back to the fact that people are looking to actively learn, rather than passively processing information.

Brand owners can certainly capitalise on these trends – and indeed, they should. South African brands which establish themselves as first movers are at a particular advantage, since branded entertainment remains, for the time being, relatively unknown territory, with few competitors.

It's only a matter of time until that changes, so it's important to get the basics right: choose partners carefully, for a start. Branded entertainment is all about collaboration between the brand providing the sponsorship and the actual event, so it's vital that both parties understand what they hope to achieve through their initiative, and work together to realise those aims.

It's also important to understand, from the outset, how ROI will measured. Branded entertainment is a highly measurable medium, but you need to decide whether your targets will be reflected in terms of product sales and shareholder value, or brand perceptions and awareness.

Finally, branded entertainment should be viewed as an entrée. It whets the appetite, but you can create still more interest in the brand with off-screen, related projects. And you have to plan for these accordingly.

Ultimately, the consumer is still king, And if we don't speak to them in a language they want to hear, they'll stop listening.

8 Image and Brand Consultancy is a strategic branding agency that has firmly established itself as a pre-eminent and reliable specialist agency that delivers inventive creative solutions to clients needs.

For more information please contact:

Claire Howard
Managing Director
Tel:+27 11 268 6289
Fax:+27 11 268 6432
Email:claire@8seconds.co.za

Visit our PRESS OFFICE: 8 IMAGE & BRAND CONSULTANCY is a branding agency catering to a broad spectrum of clientele. We are a boundary-less and agile agency, driven by passion to deliver results.- more....

[8 Feb 2007 11:35]

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