Engaging the Youtube Generation

ENGAGING THE YOUTUBE GENERATION

(i)TWIST HSH□UT .· .. !'};\_'/ ._·... '. ' . Contents A note from the director 14 It’s not just a film, it’s a campaign 6 Comedy? In business? A relationship is more than Are you mad? just a one night stand Creating mass intimacy Context, familiarity and The domino effect authenticity Cast and characters 8 Is comedy too risky? Quality It all depends on what we Campaign structure mean by comedy... 18 Does comedy travel? 10 External marketing Can comedy translate for Why is comedy good for international audiences? marketing? Lead generation 20 Getting down to business Our Approach 12 Internal communication Where have you been all my life Employee engagement What now?

4 “Making people think. That’s what counts” Jim Shields, Creative Director of Twist & Shout

Your relationship with comedy...

Does it make you slightly nervous? Not sure how people are going to react?

Well, what seemed like a brave decision several decades ago looks pretty tame today. Comedy is still seen by some as a rebel, but that’s completely without cause. Because comedy shrugged off its wild reputation a while back and has come of age. It’s now recognised that the techniques used by the entertainment industry for over a century are making people stop and making people think.

This is the beginning of something big.

5 COMEDY? IN BUSINESS? ARE YOU MAD?

6 Creating mass intimacy

Comedy generates a visceral Bang Theory… you decide). Do The domino effect reaction, a reaction based on feeling you forget about it instantly or rave rather than intellect. That’s a pretty about it to your friends? When a series converts its audience into powerful response to contend with. fans, they’ll actively search for any related And that’s why it works. Creating something that reaches material they can lay their hands on, and that tipping point of sharing is great even count down the hours until the next As with all great comedies there’s for ratings and even better for the episode airs. That’s when a series goes viral. a well-intentioned character, a chances of a new series. It’s the In business terms, viral is the Holy Grail (if hero, surrounded by madness. same in business. you’ll excuse a mixed metaphor). Instead of The comedic situations they find the effort of pushing a message, you can themselves in are always born from Create a slice of entertainment that sit back and watch your audience move it a serious issue. The two are closely hooks and engages the viewer and around for you. intertwined for one good reason: they’ll feel compelled to share it – if you remember the joke, you it’s the cool thing to do. And that’s Today, (mainly thanks to TV streaming remember the issue too. when its effectiveness goes through services) people are watching more the roof. We should know – we’ve programmes from around the world than Think about this: you watch a new seen it happen in the campaigns ever before. Tastes are more sophisticated, TV show and it happens to be we’ve created for some of the and visual entertainment is high on the the best show you’ve seen since world’s biggest clients (more about extra-curricular activities list. We’ve found Breaking Bad (or The Office, that later). that people are more responsive to brands Friends, Modern Family, The Big and organisations that bring an element of fun to their communication.

7 8 It all depends on what we mean by comedy...

At one end of the spectrum you’ve got light-hearted family sitcoms and at the other end are the darker comedies aimed at a niche audience. We understand that we need to strike a balance between making the comedy work and not doing anything that offends your audience.

There are several opportunities during the production process to change the comedic intensity, depending on how light or dark you want to be. During each stage of production – scripting, casting, shooting, editing – there’s an element of flexibility, so that we can hit thatbusiness comedy sweet spot.

There’s another side to this question. Can comedy be too safe? Well, yes it can. There’s a risk of patronising the audience and creating something too bland to be remembered. As well as undermining the message you’re trying to deliver, it can have a serious impact on a brand or organisation.

We’ve converted some pretty conservative companies to comedy over the years, all surprised by how well the comedic approach has gone down with their audience. We weren’t surprised, because it’s an entirely natural human response.

9 EXTERNAL MARKETING

10 “Marketing is a contest Lead Generation for people’s attention” A comedy video series has the ability to directly generate sales opportunities. It can help people Seth Godin, Author understand your organisation’s offer in a way that works.

It’s a fact that people are more likely to share videos than text pages. And people are also more Why is comedy good for marketing? inclined to click on a video thumbnail than on something with no visual element. According to Without understanding the best approach to engagement, a lot of Marketing Sherpa, website visitors are 64% more brands make the mistake of focusing on details and explanations. likely to buy a product on an online retail site It’s actually more effective to reach out to an audience with a bold after watching a video. simple idea that they understand quickly.

Continuously advancing technologies mean consumers can be overwhelmed by the media choices – this is a generation that requires trust and authenticity from their brands – you need to start building relationships with your audience over time.

By appealing to your audience’s emotions you engage them and make them remember you. If you can share a laugh with them, you make them feel good, and you’re Research shows that having creating fans and advocates. Loosen those inhibitions videos (ideally hosted with and let your organisation’s personality shine. There’s no YouTube, a Google-owned better way to stand out from your competitors. company) on your website will give you a higher ranking in search engines.

11 INTERNAL COMMUNICATIONS

12 Employee engagement

Culture and behavioural change is an emotional process, not just ‘training’, and internal communication done properly can change a culture. Whether the subject is as dull as information security or as fundamental as transformational change in the business, comedy will make employees sit up and take notice.

Focusing on humour breaks down the barriers and humanises management. And it’s more likely to lead to a positive reaction from people. Engaged employees means improved internal communication, enhanced customer service, increased productivity and a happier working atmosphere. Trust us.

“Laughter in the workplace boosts engagement, collaboration and productivity” Alison Beard, Senior Editor at Harvard Business Review

13 IT’S NOT JUST A FILM, IT’S A CAMPAIGN

14 A relationship is more than just a one night stand

Your audience won’t bond with the characters if they only get to meet them once. In a series, the elongated Client Testimonial storytelling opportunities give the relatable characters time to transform and for the audience to get attached “The New Guy web series drove unprecedented traffic to them. And anticipation of the next episode means to the Alcatel-Lucent webpages and has generated much people become emotionally invested in the ongoing interest in the follow-up webinars which have led to many story – it’s the psychology of the box-set. live leads that continue to flow in. The videos have been the perfect mechanism to increase our brand awareness Too much information in one sitting doesn’t sink in. A in a new segment where we were an unknown player.” series is better at making your message ‘sticky’. Shana Nardecchia, Head of Marketing for Enterprise, Alcatel-Lucent

Context, familiarity and authenticity

Putting comedy into context is important – the audience needs to relate to what they’re seeing on screen so the environment and characters should feel familiar. That’s when the message feels authentic and resonates much more strongly. Get it wrong and the audience will tune out.

15 Cast and characters Quality

We’ve been doing this for a long time, and The quality needs to be able to compete we’ve used characters of all mis-shapes and with the best of today’s TV productions. sizes. We learnt early on that the quality of Cast and characters need to be believable the cast is crucial. A convincing cast creates and relatable. And the locations, props vividly recognisable characters who won’t and soundtrack need to be authentic and fail to engage your audience. credible.

A method we often use to get a message across is the mentor/student double act. The mentor appears as the voice of reason – they’re a shining example to the audience – while the student will have the right intentions but lack the skills needed to handle the situation. The mentor is someone likeable who avoids preaching to the audience. Because we all switch off when we’re lectured to, don’t we?

16 CAMPAIGN ROLL-OUT PLAN

Firstly congratulations on purchasing Restricted Intelligence! You’ve made the right choice in helping to increase your employees awareness on information security best practice.

We have set out a step by step guide on how to run a successful Restricted Intelligence campaign that will help to build excitement and keep Firstly congratulations on purchasing your employees thoroughly engaged throughout. Restricted Intelligence! You’ve made the right choice in helping to increase your CAMPAIGNemployees awareness on information security best practice. SURVEY QUIZ 1 Test your employees knowledge before viewing We have set out a step by step guide on howROLL-OUT PLAN to run a successful Restricted Intelligence Its quiz time! As part of the pack, we have provided you with a campaign that will help to build excitement and keep questionnaire template to gauge your employees thoroughly engaged throughout. your employees understanding of the topics covered in the awareness videos. (This will be a good benchmark to compare against later on).

EMAIL EMPLOYEES Introduce your employees to 2 Restricted Intelligence 1 It’s time to announce SURVEY QUIZ Restricted Intelligence and get employees excited by announcing when the Test your employees knowledge trailer will be shown. before viewing Its quiz time! As part of the pack, we have provided you with a Use the email template we have provided within the pack or, if you are feeling questionnaire template to gauge creative, choose to make your own email template using the selection of email bannersyour employees understanding of and character cutouts we have providedthe as topics part covered in the of the additional assets on disc 2. awareness videos. (This will be a good benchmark to compare against later on). LAUNCH TEASER 3 Show your employees the teaser trailer

Create some excitement by launching the teaser trailer. There’s nothing better than creating interest and ripe anticipation than a good trailer, and ours will not disappoint. TIP: Introduce as a It’s a great sneak peak on sneak preview what Restricted Intelligence during team is all about, so make sure you meetings. advertise it well. EMAIL EMPLOYEES

PROMOTION AdvertiseIntroduce the campaign your 4employees to

Restricted Intelligence is something to really shout about! CAMPAIGN Restricted Intelligence Campaign structure ROLL-OUT PLAN A sure way of making this campaign a Use the email template we have provided huge success is by promoting it around It’s timethe workplaceto announce and online on internet Firstly congratulations on purchasingwithin the pack or, if you are feeling intranet systems. Restricted Intelligence! You’vecreative, made the choose right to make your own email ComingRestricted Intelligence choice in helping to increase your employees Coming andSoon get employeesWe provide you withexcited editable poster awareness on informationtemplate security best using practice. the selection of email bannersSoon templates which you can print and put As well as following multiple, complex plotlines like by announcingup around when the workplace,the in office We have set out a andstep by characterstep guide on how cutouts we have provided as part communal areas etc. to run a successful Restricted Intelligence COMINGtrailer SOON will be shown. most of today’s TV shows, each episode revolves campaign that ofwill helpthe to additionalbuild excitement andassets keep on disc 2. Don’t forget to use the digital banners your employees thoroughly engaged throughout. on your internal intranet systems to help create and build anticipation for the around one primary issue. It keeps the videos episode launch. engaging and short – a tightly scripted 2 1 SURVEY QUIZ Test your employees knowledge EMAIL EMPLOYEES three minutes can communicate all the before viewing Remind your employees about 5 the next episode launch. information and impact you need. Its quiz time! As part of the pack, we have provided you with a 3 Its time to announce when the next questionnaire template to gauge And it’s a perfect length for sharing. your employees understanding of Restricted Intelligence episode will be the topicsLAUNCH covered in the TEASER launched. awareness videos. (This will be a Showgood benchmark your to compare employees The email template provided in the pack is against later on). a great tool to help announce the launch Create some excitement by date. It is important to give your employees the teaser trailer plenty of notice and be sure to include vital launching the teaser trailer. details such as where they can access the There’s nothing better than episode and when it will be available. creating interest and ripe EMAIL EMPLOYEES 2 anticipation than a Introduce your employees to Restricted Intelligence good trailer, and ours LAUNCH EPISODE 6 Show your employees will not disappoint. It’s time to announce Restricted Intelligence the next episode and get employees excited NOW by announcing when the SHOWING TODAY’S THE BIG DAY! By now you will It’s a great sneak peak on trailer will be shown. have helped to spread the word about what Restricted Intelligence Restricted Intelligence and your employees is all about, so make sure you will be excited for the next episode launch. advertise it well. Use the email template we have provided within the pack or, if you are feeling Be sure to have your Why not make the launch into a creative, choose to make your own email TICKETS event and set up a big screen tickets TICKETS template using the selection of email banners TICKETS viewing and roll out the popcorn? and character cutouts we have provided as part ready! of the additional assets on disc 2.

RINSE AND REPEAT LAUNCH TEASER Promote, Email & Launch 7 3 Show your employees next episode the teaser trailer You now have the winning Create some excitement by formula for a successful launching the teaser trailer. campaign roll-out plan. There’s nothing better than Simply repeat the process creating interest and ripe for each episode. anticipation than a good trailer, and ours Promote the next set of will not disappoint. episodes using the TIP: episode specific posters, Introduce as a and intranet banners. It’s a great sneak peak on TIP: sneak preview what Restricted Intelligence NOW Introduce duringas a team Don’t forget to email is all about, so make sure you meetings. SHOWING advertise it well. employees to warm them sneak preview up for the next episode during team launch date. AdvertisePROMOTION the campaign Coming meetings. PROMOTION 17 4 SURVEY QUIZ Soon Restricted Intelligence is Advertise the campaign 8 Test your employees knowledge Coming something to really shout about! Restricted Intelligence is after viewing something to really shout about! Its quiz time again! Using Soon A sure way of making this campaign a COMING SOON A sure way of making this campaign a the same quiz template, huge success is by promoting it around test how much your huge success is by promoting it around the workplace and online on internet employees awareness intranet systems. the workplace and online on internet Coming has improved after watching all the episodes. Coming Soon We provide you with editable poster intranet systems. Soon templates which you can print and put up around the workplace, in office communal areas etc. We provide you with editable poster 4 Congratulations on having a fantastic and COMING SOON Don’t forget to use the digital banners successful awareness campaign. templates which you can print and put on your internal intranet systems to help up around the workplace, in office create and build anticipation for the episode launch. www.restrictedintelligence.co.uk

communal areas etc. Brought to you by:

Don’t forget to use the digital banners on your internal intranet systems to help EMAIL EMPLOYEES Remind your employees about 5 create and build anticipation for the the next episode launch. episode launch. Its time to announce when the next Restricted Intelligence episode will be EMAIL EMPLOYEES launched.

The email template provided in the pack is a great tool to help announce the launch date. It is important to give your employees Remind your employees about plenty of notice and be sure to include vital details such as where they can access the episode and when it will be available.

the next episode launch. LAUNCH EPISODE Its time to announce when the next 6 Show your employees the next episode Restricted Intelligence episode will be NOW SHOWING launched. TODAY’S THE BIG DAY! By now you will have helped to spread the word about Restricted Intelligence and your employees The email template provided in the pack is will be excited for the next episode launch. a great tool to help announce the launch Be sure to have your Why not make the launch into a date. It is important to give your employees TICKETS event and set up a big screen tickets TICKETS TICKETS 6 plenty of notice and be sure to include vital ready! viewing and roll out the popcorn? LAUNCH EPISODEdetails such as where they can access the 5 Show your employees episode and when it will be available. TODAY’S THE BIG DAY! the next episode RINSE AND REPEAT have helped to spread the word about Promote, Email & Launch 7 Restricted Intelligence and your employees next episode will be excited for the next episode launch. You now have the winning formula for a successful campaign roll-out plan. Simply repeat the process for each episode.

Be sure to Promote the next set of have your episodes using the episode specific posters, tickets By now you will and intranet banners. ready! NOW SHOWING Don’t forget to email employees to warm them up for the next episode launch date.

TICKETS TICKETSTICKETS NOW SURVEY QUIZ 8 Test your employees knowledge SHOWING after viewing

Its quiz time again! Using the same quiz template, Why not make the launch into a test how much your event and set up a big screen employees awareness has improved after RINSE AND REPEATviewing and roll out the popcorn? watching all the episodes.

Congratulations on having a fantastic and successful awareness campaign.

Promote, Email & Launch www.restrictedintelligence.co.uk Brought to you by:

next episode

You now have the winning NOW formula for a successful SHOWING campaign roll-out plan. 7 Simply repeat the process for each episode.

Promote the next set of 8 episodes using the SURVEY QUIZ episode specific posters, Test your employees knowledge and intranet banners. after viewing Don’t forget to email employees to warm them up for the next episode launch date.

Its quiz time again! Using the same quiz template, test how much your employees awareness has improved after watching all the episodes.

Congratulations on having a fantastic and successful awareness campaign. www.restrictedintelligence.co.uk

Brought to you by: DOES COMEDY TRAVEL?

18 Can comedy translate for international audiences?

It’s a good point, but thanks to bold, relatable There are a few simple rules, though (rules we’ve picked up characters, telling a story is much more effective while sharing business comedy in 35 languages for 25 years): than a traditional corporate video. If we look at TV again, comedies like Friends, Seinfeld, The Avoid writing sketches that rely on puns, word plays, Office, Peep Show and The Big Bang Theory travel slang, colloquial expressions, ambiguous words or successfully and sell around the world. other subtleties of language that won’t translate

Recognisable people handling recognisable situations Create colourful and visual sketches that make it easy will always resonate in a way that cold instructions to see what’s happening and ‘thought leadership’ do not. So the answer is a resounding ‘yes’ – comedy does travel, like an arts ‘Internationalise’ by being generic. Don’t reference student on a gap year. branches of Burger King or Aldi, because they don’t exist in all countries, but do use ‘fast food outlets’ and ‘supermarkets’

Write sketches that are concerned with basic human character and situation. If comedy has a clear If you have the know-how to put these guidelines into scenario and uses vivid practice, whatever you create will work internationally characters whose social too. and intellectual roles are obvious, it travels.

19 GETTING DOWN TO BUSINESS

20 Our approach

We said we’d come back to this, and Our creative process begins with a The more radical options will be we keep our promises. That’s why workshop – to work out the options explored early on so we don’t our clients like us. It’s also because for a particular brief, or even to create sleepwalk into a boringly ‘safe’ option. we solve tricky issues and never fail the brief in the first place. Every And we’re not afraid to challenge that to get important messages heard (or creative decision that we make in the either. We’ve been in this game long seen) in any marketplace, no matter course of production comes from a enough now to know what works and how cluttered that marketplace is. core principal: what is the problem what doesn’t. and how are we solving it?

21 Where have you been all my life?

Twist & Shout has spent the last 25 years engaging both customers and employees for organisations all over the world. Our acute talent for the creation of comedy-centred communications has proved its worth for companies like Warner Bros, Sony Entertainment Europe, Verizon and Barclays.

We’ve created more entertainment-based campaigns, in more countries, than any other agency in the world, and have won industry awards for creativity and innovation.

But our story doesn’t stop there. We’re constantly looking to extend the boundaries of our work. Bigger, better and more creative – we’re looking to impress, and you could be next.

22 What now?

We don’t work with ‘corporations’, we work with groups of like minded people who just need a nudge in the right direction to fulfil their ambitions. And fortune favours the brave, so take the next step. You won’t be going it alone, and you’ll have the best team in the world with you. This is where the fun starts.

At this point, one of two things will happen. Either you’ll run off and join the circus, or you’ll admit you’re interested and drop us a line…

Tel: +44 (0) 844 335 6715 Email: [email protected]

23 • Web: www.twistandshout.co.uk • Email: [email protected] • Blog: tandscomms.blogspot.com/ • Tel: +44 (0)844 335 6715