A dramatic surprise on a quiet square

We don't want to keep this one away from you. This campaign, from 2012, became an epic example for marketeers and storytellers worldwide. Tens of millions watched this video, so most probably you did too. But in case you didn't, watch it first.

The video went viral in a couple of days after being released on Youtube, and attracted more than 45 millions views. It was produced by Belgian ad agency Duval Guillaume Modem for American TV network TNT (Turner Network Television) to promote its entrance in the Belgian market. Similar productions were also made in the Netherlands.

What is interesting is that, although the concept is not new (we saw similar gimmicks in e.g. Brazil years ago), this video seemed to have layed the grounds for a new school in content marketing and storytelling, called "liquid storytelling". And suddenly, big brands like CocaCola are embracing this 'revolutionary school' of storytelling.

The essence is that liquid storytelling goes a step further than creating engagement with audiences by just telling stories. It re-enacts the brand attitude and brand promise in real life and lets the audience experience it as if they were part of it. TNT Belgium is a niche network with drama serials. Well, watch the video ant the pay-off again.

Liquid storytelling is the new kid on the block. It looks costly and labour intensive, but you will see creative low-cost solutions and smart alternatives. CocaCola now claims it is transforming its marketing from creative excellence to content excellence, putting "liquid content" at the core. What that's supposed to mean, and how it works, will be the subject in one of our next posts...