Zum Tag der Liebe: Gutes Online-Storytelling muss nicht aufwendig sein!

2 Min. Lesezeit  ·  
Philip Grabow
15. Februar 2017

Der Take Note Store, ein kleiner Schreibwarenladen aus Toronto, schafft mit seinem Online-Video zum Valentinstag das wovon viele große Marken träumen. Das Video erzählt eine großartige, emotionale Liebesgeschichte nah am Produkt, mit wenig Aufwand und geringem Budget.

Auch bei HORIZONT Online schafft es das, in Zusammenarbeit mit BBDO Toronto entstandene, Video unter „Die 14 besten Markenauftritte zum Tag der Liebe“. Aber was macht das Video im Vergleich zu all den großen Marken, die jedes Jahr am 14. Februar um die Gunst der User buhlen, aus? Gelöst wurden zwei Fragen, die die Konzeption fürs Netz, in den Augen vieler Kreativer und Werber, oft beschränken: Die Integration von Produkten in gute Stories fürs Netz und die Entwicklung von Konzepten die kein TVC-Budget benötigen.

Produkt vs. Idee

Es gibt viele unterhaltende Ideen und kreative Online-Spots, auch zum Thema Liebe. Aber was erzählen sie uns über das Produkt? Welche Werbebotschaft transportieren sie? Das Video „Notes: A Life Story, A Love Story“ erzählt die Geschichte einer großen Liebe, mit allen Höhen und Tiefen des Lebens, komplett über kleine Notizzettel, Blöcke und Stifte. Die analogen Produkte des Schreibwarenladens, der innerste Markenkern, transportieren dabei die Geschichte. Diese wird dadurch, im Kontext unserer digitalen Welt, sogar noch stärker und kreativer. Die Darstellung von Produktfeatures muss guten und emotionalen Ideen also nicht im Weg stehen.

Idee vs. Aufwand

Die zweite Herausforderung, die das Video meistert, gelingt durch seine Einfachheit. Gerade bei der Werbung für Social Media stehen großen Ideen oft kleine Budgets gegenüber. Die Produktion und der Look des Videos des Take Note Stores sind absolut simpel gehalten, ohne dass der Online-User etwas vermisst. Die Schlichtheit unterstützt die Idee sogar noch. Was lernen wir: Nicht jede Idee braucht einen hohen Production Value, gerade im Netz. Vielmehr muss jede Idee perfekt zu ihrem Umfeld und ihrem Budget passen.

In Zukunft möchten wir mehr Ideen sehen, die in einem kleinen Online-Budget trotzdem herausragende Geschichten, passend zur Marke, erzählen. Gerne und vor allem auch von den großen internationalen Marken.

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Bild: YouTube, Take Note Store

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