The Laws of Brand Storytelling by Ekaterina Walter & Jessica Gioglio

Author:Ekaterina Walter & Jessica Gioglio
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2018-09-21T16:00:00+00:00

Partner with Innovators to Infuse Personality into Brand Storytelling

If we had a dollar for every slick automotive video, website, and social media campaign, well, we would be very wealthy women. Yet, in a sea of engine revs, impossibly shiny paint jobs, and hairpin roads to traverse, one automotive ad stands out. And no, it’s not for the latest Ferrari. It’s for David Johns’s 1999 Holden Barina. For those wondering what a Holden Barina is, it’s a compact automobile sold by an Australian car manufacturer called Holden, which became part of General Motors in 2005.

When David decided it was time to sell his beloved Barina, he knew that it wasn’t going to be easy. The car had 188,000+ kilometers on the odometer, only three hubcaps, and its share of dents and scratches. David had an aha moment. Despite its drawbacks, the car also came with quite a few positives. For example, it will move you—literally. Plus, it had ample storage, so ample that it could easily fit the vehicle’s exhaust—you know, should the need arise. Also, it came from a lovely, always garaged home with owners who wanted to see it go to someone who would cherish it like they had.

David, who happened to work for a video production company, pitched a wacky idea to his colleagues: let’s bring the Barina to life in the most epic used car sales video ever. They came up with the clever tagline, “Don’t just make history—drive it.”16

You should definitely watch it before you read on: https://youtu.be/BJj7Km7Raks.

The video opens with David behind the wheel, turning on the Barina while the copy, “One careful owner,” flashes across the screen. Images of the car’s less-than-sleek exterior follow with text that calls out, “10 months rego (a vehicle tax in Australia),” “Always garaged,” and “Matching seats.”

The car’s lights dramatically turn on while David, looking rather James Bond-esque in a suit and sunglasses, revs the engine and takes the Barina for a spin. The words “Performance redefined,” “Style,” and “Luxury” appear on the screen before it cuts to David holding the keys, with the line, “It could be yours.” A call-to-action then flashes on the screen to tweet David an offer with the hashtag #BuyMyBarina.

In under five days, David’s mission to sell his 1999 Barina had reached a global audience. He received valid offers of $1,000 and $2,000 (double the asking price), and a few wackier ones.

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