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Yiannis Lapatas, Creative Director, MRM//McCANN Germany, held a presentation on wearables, storytelling vs storydoing at IAB Forum Romania 2014
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or storydoing?Wearable storytelling
Where in the world are we now?
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MOST FAIL
Marketing used to be what you say.
Marketing used to be what you say.Now, marketing is what you do.
Audienceof Audiences
Storytelling.you will have to tell your story to the audience
Storydoing.your audience will tell your story to their audiences
NOW ITS THE TIME What is the future of wearable technology?
It means promising things and delivering on them.
STOP THINKING ”CAMPAIGN”HOW TO IMPROVE OUR CUSTOMER’S EXPERIENCE
StoryYou have a storyThe story defines an ambitionThe story is understood and cared about by the entire community
StoryYou have a storyThe story defines an ambitionThe story is understood and cared about by the entire community
DoingThe story is being used to drive action throughout the community
To define a few actions to focus onPeople outside the community are engaging
If your goal is…
to share your voice
If your goal is…people share your stuffhaving some brand controlgive people assets to share
What I am trying to say
What I am trying to saySimplicityGet into peoples worldLet’s start to explore again
Thank you