People are curious creatures. We don’t just want to go to the concert; we want to go backstage. We don’t just want to watch the series; we want to watch the “behind the scenes.” And you can take advantage of this in the advertising you create.
But how do you do that?
Introduce them to the people who make the product. Take them to where the product is created. Maybe it’s an assembly line. Maybe it’s a farm. Maybe it’s an art studio. Whatever it is, it’s going to pique the consumer’s interest.
Don’t think your “behind the scenes” is a very interesting place? Make one up. There are no rules and people enjoy a little fun. Create a Willy Wonka-type factory where you claim your chairs are made. Tell people you miraculously farm your strawberries in the desert and then end your TV spot with a twist.
Or you can show people the secret ingredient that makes your sauce unbelievably delicious. You can get the makers to tell their stories. You can even showcase the people who work for you outside of the production environment. Who is the man canning your beans when he’s off the clock? Then tie his characteristics back to your product.
Why does it work?
Because taking people behind the scenes introduces more emotion. You see the passion of the people behind the product. You see the determination. You see the disappointments. The viewer also sees the personality of the brand in a new way. And people relate to this humanness.
So why not try this unique approach? We’re bringing it into our work and can say for sure that it’s adding immeasurable value. If you’re interested in joining us in creating work that resonates, get in touch.