3 Layers of content

Dick explains ‘Good content is based on three layers:

• First, the long term big idea. Authentic, in line with your brand story and origin.
• Second, the content to build the brand. Show and tell who you are and what makes you tick - from a customer's perspective, the 'what's in it for them' in the core of your content.
• Last the sales activation content’. Nothing wrong with a strong call to action or an offer they cannot refuse. In the end, it is about sales to continue your brands' existence.

‘You cannot skip the first or the second layer and expect to create an impact.’

Advice: show and tell your brand story

His advice for briefing an agency is for the brand to ‘show and tell their extended brand story, include the heritage, the origin, the journey and the vision for the future.’ ‘If you get your agency to truly understand your brand story, they can incorporate it as the leading element in the heart of all campaigns’. ‘Only then the business will follow the brand, instead of the brand following the business.’

The proof is in ACHTUNG!s award-winning work for Volkswagen. After the diesel gate, the brand trust in the Netherlands restored significantly faster than in other countries. How did they do this? With ‘Volkswagen Memory Lane’ they go back to the roots of the brand, embracing the heritage. Bringing to life those extraordinary and special memories people have with their first Volkswagen. In a pure and authentic approach of the ATL, branded content, social and direct 1-on-1 communications, Volkswagen sticks to who they are and connect to their fans. The result is not only the restored trust, it even resulted in an increase in the market leader in the aggressive automotive industry. Effie case description 

Source ACHTUNG!

Overcrowded, jammed and packed social timelines and inboxes with sales focused try-me buy-me messages. Google search is not much different. Blindness for the upper part with the ads, knowing by own experience these ads seldom provide the answer to my search.

Still missing that focus on the customer needs. Still missing out on the relevance. And that in these days of data abundance. We should be ashamed of ourselves as marketers.

Advertisers and agencies are hellbent on the idea that creating better advertising will make people hate ads less. But in recent years, with ad blockers and Netflix and paying for Hulu or Spotify without ads, people have become accustomed to the idea that there can be a world without advertising — that they can get their entertainment without the interruption. If the ability to opt-out of advertising is available, people are going to take that option. It’s a better experience — and not one that better ads — Cannes Lions creative or not — is going to solve. https://digiday.com/marketing/rundown-weve-always-hated-advertising/?DM2=764622

Yet we don’t hate all ads

‘That isn’t true’ Dick Buschman, Partner at ACHTUNG! Amsterdam corrected me during the interview. ‘People actually love advertising’. ‘It is in human nature to love stories’ he continues, ‘people are hungry for stories to tell and to share. For inspiration and a laugh.’ ‘Stories that touch their hearts and soul. Stories that make them smile or even drop a tear or two.’

He explains ’advertising is the truth well told [McCann]’, ‘with the cultural and local relevance that creates Magic and sparks Joy.’

The stories Dick mentions ‘are the stories that are coming from within’, ‘your true history and your heritage of the brand and products.’ It is about ‘a long term vision with the same (core) story told for many many years.’ ‘Stories that bring your mission to life and explain why you do what you do.’ ‘Stories that show your vision and underline your values.’ He continues ‘and only if you have that (long term) in place, then think about the (short term) commercial advertising for activation and sales.’

‘Therefore, if you create advertising based on your authentic story, people actually do not hate it.’ Dick adds ‘actually, one of the reasons people follow brands on Instagram, is to be inspired by their stories.’

A few examples of brands that create such advertising: Volkswagen, Patagonia, Google, and SuitSupply. ‘They own their story. And that story directs the content. Not vice versa.’

Dick Buschman: ‘People hate BAD ads, people do not hate advertising in general.’