Last Thursday night, Perth-based content agency, Lush, unveiled the branded entertainment arm of their business, Dear Storyteller.
Built on the premise (and the promise) of story-driven marketing, Dear Storyteller is delivering branded entertainment that tips audiences over an emotional threshold and inspires them to act. Perth marketing and ad people made it out to The Sapling in West Perth to sample two pieces of branded entertainment in a silent-disco-style immersion experience, while famed illustrator, Holly Fox, drew scenes from the evening story-board style.
A piece of branded entertainment was also created on the night in Crank Recording studio to bring the philosophy of story-driven, values-based marketing to life.
Content marketing is an estimated $17 billion global business, and according to the 2018 Global Branded Entertainment Forecast by PQ Media, branded entertainment is growing at twice the rate of the advertising industry, with more brands recognising the need to give consumers creative content.
Lush’s creative content strategist, Michael Drysdale, said more and more consumers are migrating toward ad-free platforms.
“The conventions of traditional advertising are dying and their effectiveness is at an all-time low. We hover over ‘skip ad’ buttons on YouTube, and a recent study has shown that people have trained their eyes to avoid banner advertisements online.”
“Our mission with Dear Storyteller is to follow the lead of the world’s best companies and create genuinely valued-based, story-driven, branded entertainment that is valued by the customer and anticipated instead of reviled” said Drysdale.
James Lush, founder of Lush – The Content Agency, said that the night was an important milestone in the Perth marketing and advertising industry as Dear Storyteller leads the way towards a new opportunity for brands to start showing what their company stands for rather telling audiences what it does.
Visit Lush online for more information.