We connect to stories on an emotional level. They are often honest, sometimes raw, always human. This makes them relatable, inspiring, motivational and above all, memorable.
Storytelling has been used successfully in advertising for many years, perhaps one of the most famous is Renault’s ‘Papa, Nicole’ TV advert which ran in the 1990’s and gave a heart-warming and charming story around their model Clio. In 2019 a new Renault Clio campaign ran, this time telling a beautiful story of two girls who meet as friends and fall in love over the course of their lives with the Renault Clio as the constant thread through their story.
In recent times, storytelling has been used in marketing through all communication channels, not just advertising. It’s become a key part of the mix in the way that brands talk about themselves and/or their products or services. Comparison site Go Compare has created a whole story around its fictional character, Italian opera singer Gio Compario which makes an ordinary service much more interesting, entertaining and memorable. Gio is carried through every channel from the TV ads to press, radio, social media and the website.