Merchandising should be like storytelling
Oct 09
2011
2011
This video has become very known: a clip with the famous song “Eduardo e Mônica”, made by Vivo, to Valentine’s Day. What is so special about it? Well, the video sells the brand (a cellphone company) in the best possible way: indirectly. The brand is not mentioned until the end. The plot, the main message is the dream of a happy ending even for unexpected and improbable couples. And the story is told by the lyrics of the famous song. This is digital merchandising. And a real good one! Congratulations to O2 Filmes!
The online advertising is on its first steps. Even though we can’t say “this is it!”, we can already say “it is NOT that”. On Internet, the passive comunication doesn’t work. Nobody stands still just watching an advertisement. User wants to share + interact + be entertained. Is there a better way offer all this than simply telling a good story? And all formats are welcome: a single story, web serie or even realities. Why not? Stories have always been told, and they always will. Specially with a good happy ending. Like this one:
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