Narrative Advertising Movies
A Narrative Advertising Movie is a movie, usually a 5- to 20-minute short film, in which a business, product or service is showcased for the purpose of marketing and branding.
Unlike standard advertisements or corporate videos, the narrative advertising movie does not emphasize a product or brand directly by holding it up to the audience’s face. Rather, it focuses on telling a story in the entertaining fashion of a regular movie and showcases the product or service through the use of it in the movie. For example, in our upcoming film Revealed, The Meeting Place on Market becomes the central location of the movie when a geo-lock is placed on the main character’s computer. The computer, which contains information everyone is after, can only be accessed at The Meeting Place, allowing plenty of opportunities to highlight a variety of the coffee shop’s features, including various reasons people choose to do business there.
The objective with narrative advertising movies is to attract a willing audience and give them information about a product or service in a way that is not so “in your face” as traditional advertising. Instead of competing for attention against other advertisers with more “loudness,” narrative advertising movies provide audiences with a form of entertainment they are already looking for — movies! And while the audience is enjoying a movie, they are also getting a taste of what the product or service is like. However, the goal is NOT to “trick” audiences into watching a commercial. To be successful, the project must instill a positive feeling about the company behind the movie. To achieve this, sponsorship of the movie is made clear from the very beginning. It’s in the opening titles. It’s in the closing credits. It’s on the web pages, links, and promotion spaces surrounding and leading up to the movie.
Another expected outcome from narrative advertising movies is a positive boost to brand reputation. Put more succinctly, it boosts the company’s cool factor. Consumers love it when a business cares enough about them to focus more on entertaining them and providing them with a good experience than convincing them to buy stuff. When customers are deciding what brand to choose, a good reputation is easier to remember than specifications and features.
Narrative advertising movies can also offer opportunities to suggest uses for a product or service through storytelling. For example, in Revealed, a scene is planned in which the main character (a freelance graphic designer) is meeting with a client at The Meeting Place. He meets with clients there because he works out of his apartment, which is not really appropriate for meeting clients at. The scene suggests that The Meeting Place offers small, home-based businesses a place to meet clients comfortably — an activity that occurs frequently at the coffee shop. By surrounding the suggested use of a product or service with a story, the idea embeds itself more readily in the viewer’s subconscious memory for later recall when it becomes relevant.
There are many advantages to using narrative advertising movies to promote a product, brand or service. In addition to those mentioned above, they also expose audiences to the subject matter longer, allow coverage of more details, and hold a viewer’s interest longer. If you’d like to find out how your business or brand could benefit from a narrative advertising movie, please give us a call at 419-905-0324 or send us an email at email@example.com and we’ll schedule a time to talk.