Ketchum Pleon about Heros and Storytelling


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Einer der Workshops zum Inspiration Day 2012 von Ketchum Pleon führte die Teilnehmer durch die neue Welt des Storytelling und der Frage "Welche Helden benötigt heute eine gute Story". Dass davon nicht nur Filmstudios, sondern auch Corporate Spokespeople und Marketeers profitieren, das bewiesen Petra Sammer, Chief Creative Officer und David Nelles, Senior Digital Strategist von Ketchum Pleon in ihrem Vortrag.

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Ketchum Pleon about Heros and Storytelling

  1. 1. Please start with a picture on the front page (fill the green area) Workshop Nr. 3: Wo ist eigentlich der Held? Digital Storytelling Titel of your This is the Presentation or Titel Here is your Subtitel Referenten: Petra Sammer, David Nelles 1 |
  2. 2. Brauchen auchSie einenSuperhelden?Wir denken: ja!2 |
  3. 3. ErfolgreicheKommunikationbraucht neueHelden3 |
  4. 4. Gestern Official Press Release BMW 6 Series Coupe Concept: Fascinating vision: BMW Concept 6 Series Coupé. The BMW Concept 6 Series Coupé is a fascinating vision that blends traditional values with innovative design language. This concept model, unveiled for the first time at the 2010 Mondial de l’Automobile in Paris, showcases the experience the brand has acquired in more than 70 years of building sporty and elegant coupés. It also paves the way for a new, aesthetically powerful and dynamic interpretation of this breed of vehicle. With the BMW Concept 6 Series Coupé, the German premium carmaker is presenting a new definition of luxury-class 2+2-seater driving enjoyment and exclusiveness. The powerful proportions and sporty yet elegant lines of the BMW Concept 6 Series Coupé provide the perfect packaging for its dynamic performance and personality. All the classic hallmarks of a BMW coupé are present, including the stretched bonnet, the short front overhang, a passenger compartment set well to the rear, and a low silhouette incorporating a dynamically flowing roofline. The principal bodywork lines run the full length of the concept model, and there is a strong sense of stylistic unity between all the different parts of the vehicle. The lines and surfaces seem to ripple out in a dynamic, pulsating wave. Eye-catching features of the concept model include the new LED headlights, which combine the typical BMW twin round headlight format with innovative lighting technology. The all-LED design, featured for the first time on a BMW, produces a strikingly bright white light with very sharp and intensive road illumination. The functionality includes Adaptive Headlights, i.e. the headlight beam follows the road at all times. The LED rings for the daytime driving lights accentuate the characteristic, unmistakable BMW front-end styling. The interior of the BMW Concept 6 Series Coupé conveys functionality, elegance and exclusiveness. The fluent lines and smooth transitions in the cockpit area produce an ambience that extends to the whole interior, embracing both the front- and the rear-seat occupants. The driver- centric interior design is typical of BMW and a hallmark of a sports coupé. Keynotes are the exceptionally stylish design in the centre console area and, providing a further innovative touch, the freestanding 10.2-inch iDrive Control Display in the centre of the instrument panel. The concept model is also equipped with the Head-Up Display system that offers world-beating functionality and display quality. For maximum listening quality, the hi-fi system was designed especially for the BMW Concept 6 Series Coupé using high-quality components from Danish audio systems specialists Bang & Olufsen. A proud tradition: the BMW coupé. As a byword for sporty driving enjoyment, coupé models have a special place in the history of the BMW brand. The BMW Concept 6 Series Coupé is the latest chapter in a tradition which stretches back 70 years and is richly packed with memorable racing wins and many legendary icons in automotive design. Milestones in this evolution include the BMW 327 and BMW 327/28 models, the racing coupés based on the BMW 328, the BMW 503, the BMW 3200 CS, the BMW 2000 CS, the large coupés based on the BMW 3.0 CSi and, from 1976 onwards, the BMW 6 Series models.4 |
  5. 5. Heute5 |
  6. 6. Gestern Heute • Text • Bild • Information • Emotion • Produkt • Story6 |
  7. 7. Storytelling:5 Steps Model©KetchumPleon7 |
  8. 8. Storytelling: 5 Steps Model (©Ketchum Pleon) Every story needs a Every story Reason to needs one Every be told. main story character. Every story starts gains with a Attention. Every Conflict. story deploys Viral Power. Desires Roles Storyline Hooks Output8 |
  9. 9. 9 | Meaningful Brands Hero Transformation Emotion Media Storytelling: 5 Steps Model ©Ketchum Pleon
  10. 10. Best Practice gefällig? Philips Wake up lightWatch a great story: |
  11. 11. Pictures arethe newHeroes11 |
  12. 12. • 2011 wurden 10% aller Fotos aufgenommen, seit Erfindung der Fotographie • Facebook: 140 Milliarden Tumblr: 11 Milliarden Flickr: 6 Milliarden Instagram: 150 Millionen • In Facebook werden Bilder 5 – 10 mal mehr „geliked“ und geteilt als Texte und links12 |
  13. 13. Watch great stories in pictures:www.whatmakeslovetrue.com13 |
  14. 14. Watch great stories in pictures and music: |
  15. 15. Find your mood and your picture: |
  16. 16. Welcome totheEntertainmentBusiness16 |
  17. 17. 17 |
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  19. 19. 19 |
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  21. 21. A new way of storytelling: |
  22. 22. Eine – eine - Hauptfigur macht den Unterschied.22 |
  23. 23. Turningpoint Climax The Bad are dead 1 Hero + The Good are saved 1 Problem Happy End23 |
  24. 24. Start of Frame Story-Loop 1 Story-Loop 2 Story-Loop 3 End of Frame24 |
  25. 25. Moderne Geschichten durchbrechen Muster. Moderne Marken durchbrechen Muster.25 |
  26. 26. New Rules ofStorytelling26 |
  27. 27. Source: brandsas-patternsfinal27 |
  28. 28. Transmedia Storytelling Traditional Media Franchise The whole is only the sum of its parts. Book Movie Game Dissatisfying: conclusion to consuming all media. Transmedia Media Franchise The whole is more than the sum of its parts. Book Movie Game Satisfying: euphoria of collecting the pieces.28 |
  29. 29. Transmedia Storytelling Batman vs. Siemens /answers Watch this: de/de/stories.htm#/license-hdComic Movie Game The Matrix Corporate YouTube Facebook/ Website Twitter /answers29 |
  30. 30. topic Siemens: The technology pioneer that helps people hero change their world for the better. story30 |
  31. 31. 31 |
  32. 32. 32 |
  33. 33. 33 |
  34. 34.  Der YouTube Channel Siemens answers ist „Hauptmedium“ der Dachmarke und präsentiert 20 Filme (Planung 36 bis Ende 2012)34 |
  35. 35. 35 |
  36. 36. Transmedia Storytelling Corporate Story CommunityContextualization Contextualization Corporate Webpagwe Youtube is story host: Dialog and Community tells technical Media like Facebook picks up contextualized story: the story on more broader What is the technical • How does Bosch level and embracing third innovation behind the technology support party content > what is you story? mankind? personal effect (gamification) / twitter to drive traffic > technical innovation > global perspective perspective36 |
  37. 37. Best Case Transmedia Storytelling (1)37 |
  38. 38. Best Case Transmedia Storytelling (2)38 |
  39. 39. Best Case Transmedia Storytelling (1)39 |
  40. 40. Best Case Transmedia Storytelling (2)40 |
  41. 41. “Die Zukunft der Medien istmultiperspektivisch. Geschichtenwerden in Zukunft nicht mehr voneinem Autor in einem Ursprungsmediumerzählt und dann in den anderenwiederholt, sondern simultan von vielenin allen Formaten weitererzählt:Transmediales Erzählen.” (TrendUpdate 12/2011)41 |
  42. 42. Wo sind die Helden? David Nelles, Senor Social Media Strategist #digital #conqueror #strategist #enabler #conversationalist #crossmedia #web1.0 #corporate Petra Sammer, Partner | Chief Creative Officer www.kreativ- block.blogspot.com42 |