Traditional commercials still have their place in the media landscape. But consumers are becoming increasingly ad-avert and brands are looking at new ways to build a meaningful connection with their market.
In the recent study conducted by social media agency, We Are Social, 670 000 tweets were analysed to find out what the public's feelings were about advertising. Through the research findings, they highlighted what they have called the seven deadly sins of advertising . These include that ads are often seen as an interruption, instead of something that adds value to the content viewers are already watching. Deception and exaggerated claims was another culprit - people want honesty and being spoken to like a real, thinking, breathing, connected to the real world beings.
It is no surprise then, that more and more ad agencies and production companies are offering services to make brand films, music videos and even short documentaries. In line with this shift, copywriter turned filmmaker, Yolande Botha, recently launched The Brave Cartel. It is a brand under which she collaborates with different creatives, filmmakers, production companies and corporate story developers to conceptualise, write, direct and produce, as she calls it pass-on worthy content.
Botha was part of the Writers' Guild of South Africa contingency, who where sponsored by the DTI, to attend the recent NATPE international content market in Miami. Primarily an event where makers of films and TV series go to sell their finished products and distributors go to buy, branded content was on the agenda of several talks.
The new possibilities of the digital landscape was obviously a huge topic and brands and film makers alike are finding innovative ways to connect with their market, monetize their content and give people more of what they actually want. Remarks Botha.
Besides the presence of big names such as Lionsgate, Universal, Netflix and the creators of Breaking Bad, companies present included Liquid Thread who won a Silver Cannes Lion for their ground breaking campaign, From Shelter to Stage, for Pedigree.
Botha comments The quality of the idea is really what matters most. If I learned anything in my 13 years of advertising, it is that concept is king. And when it comes to branded content, it really is no different. Often it is the simplest ideas that can be the most provocative. As long as it is something an audience hasn't seen before or it is illuminating something in real life you've never noticed before or shown in a way that you think: wow, that's cool. Look at the hugely successful Always film Like a Girl and Wren's Twenty Strangers Kissing . Of course, all content needs to be supported with digital media spend to get it out there. You can't just post it on YouTube and hold thumbs.
www.thebravecartel.co.za
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Traditional commercials still have their place in the media landscape. But consumers are becoming increasingly ad-avert and brands are looking at new ways to build a meaningful connection with their market.
