We connect with companies and brands through elements of good storytelling, which make us trust and become loyal to the entities behind the story. Corporate marketing is not focusing on promotion and sales anymore, these days it is all about telling a unique and memorable story about the brand. Christmas holidays offer an opportunity to companies and brands to connect with their customers through a strong story in their advertisement and persuade them to make the purchase. I wanted to find out how Slovenian brands handle storytelling in their Christmas ads. By reviewing the relevant literature, I was able to define the elements of good storytelling and I later used those definitions in the analysis of five Slovenian Christmas-time advertisements. The analysis includes two ads created by the brands in the retail industry and three ads created by the brands in the telecommunications industry. As it turned out, most of Slovenian Christmas-time ads include some sort of storytelling, but these advertisements do not follow the principles of good storytelling. At the same time, we concluded that the regard and behaviour of customers towards the brands that use storytelling, did not change – at best, this relationship got stronger.
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