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Storytelling to
                          Storyscaping

                          SapientNitro
Tuesday, April 23, 2013
storytelling
        sharing of events with words, images, sounds,
        and/or experiences
        sometimes with
        improvisation or embellishment




Tuesday, April 23, 2013
as brand owners,
      storytelling has
      been the most                               POP

      powerful way for
      us to convince and              OOH                        DM

      win consumers.

                          Consumers            the story                   Brands




                                       Print                   Packaging



                                                  ..........




Tuesday, April 23, 2013
and TV plays as the
      major role in the
      whole                                       POP

      communication
      plan                            OOH                        DM




                          Consumers            the story                   Brands




                                       Print                   Packaging



                                                  ..........




Tuesday, April 23, 2013
BUT today,
        its role and format have been dramatically
        changed.




Tuesday, April 23, 2013
Tuesday, April 23, 2013
this creates a new opportunity for us
      to connect & engage with our
      consumers...

      And we call it

      Storyscaping
Tuesday, April 23, 2013
is it =


      integrated
      Campaign?
Tuesday, April 23, 2013
is it =


      360
      influence?
Tuesday, April 23, 2013
this is what
      normally
      people call                       POP

      it the
      integrated            OOH                        DM

      approach or
      360
      influence, Consumers            the story                   Brands

      whatever
      you call it...
                             Print                   Packaging



                                        ..........




Tuesday, April 23, 2013
this is how it
      should look like &
      we call it
      Experience
      Space
                          Consumers   Brands




Tuesday, April 23, 2013
let’s look at some examples:




Tuesday, April 23, 2013
Renault




Tuesday, April 23, 2013
Canon Photo Chain




Tuesday, April 23, 2013
Tourism Florida




Tuesday, April 23, 2013
what makes up of storyscaping?

      the experience space
      a storyscape NOT just a storyline
      apply structure “system thinking”
      never use a period


Tuesday, April 23, 2013
storyscaping is ...
      to tell an interactive brand story
      that is ENRICHED in each
      experience channel.


Tuesday, April 23, 2013
what about the competitors?




Tuesday, April 23, 2013
what does that mean to your
        brand?



Tuesday, April 23, 2013
your organizing
      idea...

Tuesday, April 23, 2013
KaKi Law
                          Director, UX
                          klaw@sapient.com

                          SapientNitro




Tuesday, April 23, 2013
Tuesday, April 23, 2013

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Storyscaping

  • 1. Storytelling to Storyscaping SapientNitro Tuesday, April 23, 2013
  • 2. storytelling sharing of events with words, images, sounds, and/or experiences sometimes with improvisation or embellishment Tuesday, April 23, 2013
  • 3. as brand owners, storytelling has been the most POP powerful way for us to convince and OOH DM win consumers. Consumers the story Brands Print Packaging .......... Tuesday, April 23, 2013
  • 4. and TV plays as the major role in the whole POP communication plan OOH DM Consumers the story Brands Print Packaging .......... Tuesday, April 23, 2013
  • 5. BUT today, its role and format have been dramatically changed. Tuesday, April 23, 2013
  • 7. this creates a new opportunity for us to connect & engage with our consumers... And we call it Storyscaping Tuesday, April 23, 2013
  • 8. is it = integrated Campaign? Tuesday, April 23, 2013
  • 9. is it = 360 influence? Tuesday, April 23, 2013
  • 10. this is what normally people call POP it the integrated OOH DM approach or 360 influence, Consumers the story Brands whatever you call it... Print Packaging .......... Tuesday, April 23, 2013
  • 11. this is how it should look like & we call it Experience Space Consumers Brands Tuesday, April 23, 2013
  • 12. let’s look at some examples: Tuesday, April 23, 2013
  • 14. Canon Photo Chain Tuesday, April 23, 2013
  • 16. what makes up of storyscaping? the experience space a storyscape NOT just a storyline apply structure “system thinking” never use a period Tuesday, April 23, 2013
  • 17. storyscaping is ... to tell an interactive brand story that is ENRICHED in each experience channel. Tuesday, April 23, 2013
  • 18. what about the competitors? Tuesday, April 23, 2013
  • 19. what does that mean to your brand? Tuesday, April 23, 2013
  • 20. your organizing idea... Tuesday, April 23, 2013
  • 21. KaKi Law Director, UX klaw@sapient.com SapientNitro Tuesday, April 23, 2013