2013 Cannes Lions Award Winners from a Strategic PR Perspective.

Using Storytelling to Make It Personal

Starting this time, I'll be breaking down each of the 2013 Cannes Lions award-winning entries. You might be thinking, "Ugh, I'm sick of seeing these award winners from every category at all these briefings already," but I'll be selecting pieces—not just from the PR category—that I believe achieve buzz and personal relevance through subtle yet effective elements. I'll introduce them from a "strategic PR perspective." Let's examine them based on the following three points, which are also summarized in my best-selling book (← this is true!), "The Essence of Strategic PR"!

■ Strategic PR: Key Points for Implementation

・Use storytelling to make it personal
・Consistently communicate your corporate message to build engagement
・Choose information dissemination methods from a neutral perspective

First up this time: "Using Storytelling to Make It Personal." Well, this will be a three-part series, so please bear with me and stay engaged. However, if I get bored, I might switch series midway—my apologies in advance.

Now then, as you know, whether in advertising, film, or PR, everyone loudly proclaims "storytelling is crucial." Yet, even during lectures, I often hear, "But what exactly is a story?" I can't very well say, "Well, honestly, I don't really get it either," so I'll try to explain it somehow. Namely...

"Story = Information that encourages people to make it their own, not just someone else's problem, and that comes with context to spark strong empathy."

In other words, I think it's information that makes people go, "Yeah, yeah, I know what you mean," and makes them want to share it with others. Because just hearing fragmented facts isn't quite satisfying, right? Like, "Hey, did you hear about that?" "Yeah, yeah, I know. That's great, isn't it!" "Silence..." It just becomes a one-way conversation, a back-and-forth exchange. That's not enough. It's better when you weave in your own experiences and words, making it something you actually want to share with others. So, I think it's not just about presenting factual information (facts) extracted from products or services. It's about standing in the consumer's shoes, clearly showing them the benefits (content), and presenting that alongside an explanation of the social environment they're in (story). This approach triggers personalization for consumers, fostering strong empathy and conviction. In that sense, the various initiatives we've already implemented domestically to achieve personalization might actually be considered "storytelling."

Back when products and services had clear differences, good products were chosen simply by communicating that difference (USP = Unique Selling Point). "I've been wanting this feature!" or "I'd buy anything in this color!" Once they understood that, it was "I'll buy it, I'll buy it!" But now, I think it's different. Companies have been competing fiercely, improving the quality of their products and services. Consequently, the clear differences between each product or service have disappeared. While this might be desirable for consumers, it also means there's often "no decisive factor for purchase." That's where "storytelling" comes in – to deliberately make you choose that product and give you that push, making you think, "Just buy it, buy it!"

Social issues are understood by consumers as common challenges across all countries.

Did you know that building this "empathy and conviction" was actually a major trend at this year's Cannes Lions? It's the rise of the "Social Good" evaluation criteria. Social issues like railway accidents, suicide prevention, blood transfusions, organ transplants, and child abuse are universally recognized as shared challenges by consumers across nations. When initiatives are framed within this shared awareness, people naturally respond, "That's definitely a good thing! I want to support that!" It's precisely how, without even realizing it, these issues become "personal."

This is something we frequently observe in people's daily social media behavior. On Facebook, posts addressing social issues tend to garner many "likes." If people think "That makes sense," they internalize that "story," retelling it in their own words, often weaving in their personal experiences. How to create such "empathy" should actually have a strong impact on corporate marketing too. For the target audience, it's crucial to identify their common challenges and clearly present the strongest solution tailored to address them. This approach can guide them toward personalizing the message. Why not start using "storytelling" to maximize personalization?

Introducing outstanding storytelling examples from Cannes Lions award-winning works

■Dumb Ways to Die (Australia)

An accident prevention campaign by Metro Trains, a railway company. To capture the attention of 13-25 year olds who typically ignore public safety messages, they created a music video featuring a song and animation under the name of a fictional musician, Tangerine Kitty. This became an unprecedented hit on YouTube. They also rolled out a website, games, and interactive outdoor ads. It became educational material for schools and a picture book, achieving a 21% reduction in rail fatalities and injuries within three months (November 2012 to January 2013). While the results are impressive, the fact that it evolved into picture books and school curricula to reach younger children shows how it spawned secondary activities – truly "awesome!"

At Cannes Lions 2013, it won the Grand Prix in five categories, including the PR category—the most ever for a single entry.

■Bridge of Life (South Korea)

A suicide prevention campaign by Samsung Life Insurance. In South Korea, which has the highest suicide rate among OECD member countries, the Mapo Bridge—a notorious suicide spot nicknamed the "Bridge of Death"—was revitalized as the "Bridge of Life" through a bridge renovation. Rather than relying on "physical" measures like barricades to prevent suicides, the campaign aimed to change people's hearts through communication. Special sensors and LED lights were installed in the bridge's handrails. As people walked across the bridge, lights would illuminate on the handrail directly beside them, synchronized with their walking speed. Simultaneously, words meant to soothe anxious or despairing hearts, along with photos of smiling children, couples, and happy grandparents, would appear within the light. The result? A 77% reduction in suicide rates. Today, it's become a tourist attraction in Seoul. Normally, this would be just a "naming rights" deal – name it and call it a day. But this actively contributes to branding. And it's great that, following an offer from Seoul City, plans are now underway to expand this to other bridges!

It won Silver and Bronze in the PR category at Cannes Lions 2013. It also won Gold in the Promo & Activation category, along with a Titanium Lion.

 

Two key takeaways emerge. This isn't about advocating for social good initiatives per se. Rather, it highlights how identifying relatable issues or perspectives that resonate with many people can truly move hearts. Couldn't this approach be applied to regular marketing too?

The other is that if you're going to do something socially good, it should relate to your core business. For a railway company, it's accident prevention; for a life insurance company, it's initiatives that value life. By tackling things closely tied to their core business, they can enhance their corporate purpose and value.
Anyway, that's all for today. Stay tuned for next time!