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Barclays Video Storytelling Presentation

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by

Kevin Widdop

on 7 September 2015

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Transcript of Barclays Video Storytelling Presentation

P
Storytelling...in a digital age
Earned - not owned - media is in vogue again...
Our Approach:
www.kevinwiddop.com
Saturday
,
August

22nd, 2015
Vol 1, No. 1
What is storytelling...?

wins Hearts & Minds
Emotional storytelling ...
WE use emotions,
not information,
when we buy products...

Our brains are activated
when we are told stories...
STORYTELLING
NO! The importance of moving images...
Can't I just tell a story through words... ?
Hang on...We've been doing this for years!
Yep, people have been telling stories
for 20,000 years...
since we were cavemen

But powerful storytelling can
change the world...



More people online
Objectives :

be
CONNECTED
be
ENGAGED

right
TIME
right
DEVICE
right
MESSAGE
What the consumer wants?
New
Exciting
Fun
Impressive
1 content is not enough
Consistent experience
Multichannel approach :
Targeted
Focused
There is a classic structure to every well-told story: be it a marketing or branding campaign; an animation; or real-life documentaries...
There are no boring stories...

1. Concept

We

Storytelling stirs the
IMAGINATION.

Appealing to ALL
5 SENSES,
bringing a great story to
LIFE
.
It is the
communication of human experiences in words, images and sounds
...

In the 21st Century, with information overload and falling attention spans, one thing is clear:
our mode of communication has changed...

But great storytelling has not.
The audience will not tune in to
watch information.

You wouldn’t, I wouldn’t.

No one would or will.

The audience will only tune in and stay
tuned in to watch drama.
www.animatorisland.com
This is also called a "dramatic arc"
“If you wish to influence an individual or a group to embrace a particular value in their daily lives, tell them a compelling story
.”
Annette Simmons, Writer
Just ask him...
The more we think, feel - or cry...

the more we remember...
African online video consumption will increase by 55% by 2019...(Ericsson)
Image: vator.tv

Every day,
100 million internet users watch a video
...
64% of people
are more likely to buy a product after watching a video...
The average internet user spends
88% more time on a website with video
...
Video boosts e-mail open rates by 200-300%
...
Moving images are seductive ...
Just look at the stats!
kevin@kevinwiddop.com
www.kevinwiddop.com
just boring storytellers!
-----------------------------------------------
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are attracted to stories
because we are social creatures
.
As marketers, we know storytelling
works.
It convinces our customers,
employees, investors and partners. The
brain doesn't distinguish between
hearing or reading a story and experien-
cing it in real life. Because
our brains
are hard-wired to retain stories.
---------------------------------------------------
---------------------------------------------------
Stanford Business School
What makes us different...?
David Mamet,
Screenwriter
Remember this...?
A
But this model is changing. Fast!
dvertisers flocked to tell their stories on

giant billboards and media owners happily sold ad space.
This was the model which global brands built their business on.
roduce a good story around good products

and good services and bingo...
people will talk!
Why we're the best at what we do...

2. Production
3. Promotion
A
With his
acclaimed video team
, they
understand the science behind great storytelling
and how it affects our brains.
s a former international
journalist, Kevin Widdop has
been telling stories for nearly
ten years.
60x
Faster...
...rate at which the brain processes images over words
And
promote those
stories where your customers are consuming content
.
That's why
we
conceptualise and produce
brand video stories.
Wow!
Check this out..
.
And here's one we did:
We've already worked with some of East Africa's biggest brands...
Just ask MTV Award Winners...
We even got them to jump out of a plane...from 12,000ft!
And more than
20,000 people
watched it!
Because we told it on the right platform:
Because we understand
where
to tell stories...and
how

to thell them
And we'll do the same for you...
2. Day-in-the-Life of a Barclays Customer
1.

"Mobile Surprise - Barclays Kenya"
Features:
We demonstrate the effectiveness of the mobile banking service by choosing people who pick up a ringing phone at a local coffee shop. We will then communicate - and video - a customer who picks up the phone, depositing Ksh10,000 in the phone's Hello Money account and instructing them to buy coffees for customers in the shop, announcing it via a megaphone and making the payments via M-Pesa. "Barclays is buying everyone a coffee today, courtesy of #HelloMoney." A little like this ...
Benefits:
Guaranteed online/offline publicity; very shareable content.

What we do...
Video & Animated Story Ideas for...
Features:
A 30s-something male is hosting a group of friends for a big football match on TV. Suddenly the paid TV service dies, causing uproar from his friends. He looks at the screen and says: 'Hello Money' - and everyone freezes. The protagonist, John, picks up his cell phone, pays for the TV bill, puts his phone down and everyone reels back from the 'time freeze', with the game back on. The voiceover says: 'What's your #HelloMoneyMoment?'
Benefits:
Humour helps drive "earned media" on social channels.

3. *Free Animated Story...
Features:
We'll produce a fun, 2-or-3D-character-driven animation which highlights the benefits and features of Hello Money. Look at this example from one of Africa's leading banks, GT Bank: nearly 400,000 views on YouTube.
Benefits:
Animations are a very engaging way to tell your
story.
They are also simple and easy-to-understand.

Full transcript