Our Approach:
Interactive consumer discussions revealed customers reactions to various types of stories.
The Insight & Idea:
Transformation stories that are extreme, socially inclusive and joyful evoke the most connect. They tend to surprise and disrupt norms in a fun manner.
Stories that are fantasy based are too individualistic and cue escapism rather than real transformation.
Realistic transformation stories do not work as it is predictable and lacks in excitement.
Stories chosen were around themes that are socially inclusive and surprising fun vs. individualistic and escapist.