Wednesday, February 10th, 2010
The Internet now represents 10% of advertising globally across all media. Growing at a rate between 15-20% a year, it will reach $106.6 billion in 2011. There is still a lot of experimentation underway as marketers seek the optimal mix of advertising types to reach their target audience.

There is a revolution in social media with the advent of Facebook, Twitter and Linked-in. YouTube is now the world’s second largest search engine, but how do you tap into these networks and make them work for your company?

Reedcomm Entertainment has developed a new way for marketers to tap the internet using movie storytelling techniques to create digital branded content. This is a cut-through creative strategy for business to business marketing and a new way to encourage user-generated viral distribution.

Geoffrey Reed is one of Australia’s top creative directors with over 30 years' experience building brands. Partnering with his son Henry, a computer systems engineer and software designer, Reedcomm Entertainment now offers a unique new product for the digital age called BRAND STORIES™

A hallmark of human nature is our insatiable desire for stories. They give us metaphors for living that define our very existence. Through stories told around the water-cooler, at the pub or told by the movies, we compare ourselves to others, sharing experiences and emotions. The power of the story drives our lives, amuses and entertains us and when they are great, we pass them along.

Today, the word of mouth effect is magnified by the ease and speed of digital communication. We can pass on a complete facsimile of a message in pictures, text or video to hundreds of our friends at the press of a button. In the digital age these people are called SNEEZERS. They have their own story to tell that reflects a particular attitude or lifestyle, to convey status, discernment, authority or expertise. In other words, as brand stories say something about the product or company, consumers’ stories say something about themselves.

The holy grail for marketers is to have their product message go viral, but how do you actually make this happen? It is all about the story. Global brands spend tens of millions; like Cadbury’s Gorilla playing a brilliant Phil Collins drum solo. Or Ikea’s action adventure chase from forest to factory that explains why the guy is hiding in the bedroom closet. At the other end of spectrum are no-budget home movies delivering cute, single scene novelties like the Baby Dancing to Beyonce. Or the hilarious, growling dog and bone.

BRAND STORIES™ occupy the niche in between these two extremes. They are not like commercials or corporate videos, but literally a Mini-Movie with a beginning, middle and end. They work in the same way as product placement in a top movie or the way great publicists embed a brand into a good news story. The product has a natural, organic role and never upstages the story.

The irony of the internet age is that Brand Stories stand a greater chance of successful distribution because they are not overtly commercial. Stories engage with consumers.
They open a conversation that leads to intimacy. Great stories make us laugh or cry and it is this emotional response that moves people and motivates them to share with others. The critical factor is that the brand story must benefit the consumer to encourage their distribution and dissemination. When the brand and the consumer have a mutual interest and a shared involvement in the storytelling process, both parties win.

Reedcomm diversified into filmed entertainment in 2007. Working at the South Australian Film Corporation Studios, Reedcomm creates narrative driven screen content employing the art of dramatic writing used in movies.

BRAND STORIES™ are often human stories told in emotional terms involving the different genres of drama and comedy. For each client, Reedcomm creates a unique video story that is derived from the essence of the brand or the setting in which it is used.

There is no media cost because each client distributes their video on line using their own platforms. Brand stories can be produced at any length to suit internet web-casting. A popular format is a story with a running time of 2 minutes, ideal for distribution via Youtube, Mobile, V-Mail or screening directly from a website. Shorter versions can also be created for television and cinema broadcast in heritage media.
Reedcomm is pioneering Australian brand stories with projects for Northern Territory, Boileau, Adelaide United FC, and The Australian Wine Research Institute. They are busy with a slate of new brand stories in development for Saab Systems and Enable Training.

BRAND STORIES™ Production cost can be as low as a few thousand dollars, because Reedcomm write each screenplay to a budget in consultation with each client’s needs. Working out of the South Australian Film Corporation provides direct access to film technicians and crew circumventing the layers of additional costs prevalent in the commercial world.

For more information on Brand Stories contact [email protected]
© Copyright Reedcomm Entertainment 2010

Contact Profile

Reedcomm Entertainment

Geoffrey Reed. Writer / Director
Geoffrey is best known for his creative work in Australian film and television. As creative director and managing director of Clemenger BBDO and George Patterson Y&R, he created landmark campaigns for many of Australia’s top 100 brands. In an Australian Financial Review Poll, Australian marketing managers nominated Geoffrey Reed as number 4 on their list of Australia’s top 10 advertising people which also included John Singleton and Bryce Courtenay.

His International award credits include a Silver Lion from Cannes, Gold Mobius from USA and ITT Global prize for best corporate TV campaign. His Australian TV and Radio Awards include FACTS, MADC and Gold Stylus. He has been twice awarded South Australia’s top award the coveted AADC Gold Chair.

Geoffrey established Reedcomm Entertainment at The South Australian Film Corporation Studios in 2007, working as a writer director of narrative driven screen content for motion pictures and digital branded content. Reedcomm provides thought leadership and world class creativity in brand communications and filmed entertainment.
Mr Geoffrey Reed
P: 08 8347 0555
M: 0417 85 95 76


BRAND STORIES, narrative driven screen content, create viral videos



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