{"id":2114,"date":"2017-10-04T13:43:51","date_gmt":"2017-10-04T13:43:51","guid":{"rendered":"http:\/\/commarts.pleather.us\/2017\/10\/04\/how-to-apply-the-dominating-attribute-visual-principle\/"},"modified":"2017-10-04T13:43:51","modified_gmt":"2017-10-04T13:43:51","slug":"how-to-apply-the-dominating-attribute-visual-principle","status":"publish","type":"post","link":"https:\/\/blog.valdosta.edu\/m2\/2017\/10\/04\/how-to-apply-the-dominating-attribute-visual-principle\/","title":{"rendered":"How to apply the \u201cDominating Attribute\u201d visual principle"},"content":{"rendered":"<p style=\"text-align: center\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-9545\" src=\"http:\/\/www.visualstorytell.com\/wp-content\/uploads\/2017\/10\/dog2.jpeg\" alt=\"\" width=\"700\" height=\"447\" \/><a href=\"http:\/\/visualstorytell.us13.list-manage.com\/track\/click?u=eefd14d8ae22b827af89581d5&amp;id=6edae79fb1&amp;e=96811c627b\" target=\"_blank\" rel=\"noopener\">Watch clip<\/a><\/strong><\/p>\n<h3>Profile<\/h3>\n<ul>\n<li><span style=\"color: #ff0000\"><strong>Client:<\/strong>\u00a0<\/span>Swedish bank and one-click payment system Klarna.<\/li>\n<li><span style=\"color: #ff0000\"><strong>Agency:<\/strong>\u00a0<\/span>Nord DDB and directed by The Perlorian Brothers.<\/li>\n<li><span style=\"color: #ff0000\"><strong>Platform:<\/strong>\u00a0<\/span>Instagram.<\/li>\n<li><strong><span style=\"color: #ff0000\">Backstory:<\/span>\u00a0<\/strong>As part of a larger\u00a0campaign that started last year, and in support of Klarna&#8217;s new Website launch, Nord DDB repurposed this video clip on Instagram last month, and created a viral sensation (31k views, and 300 comments).<\/li>\n<\/ul>\n<h3>Why does it work?<\/h3>\n<ul>\n<li><span style=\"color: #ff0000\"><strong>Brand attribute:<\/strong><\/span> The clip works because it takes\u00a0<strong>one<\/strong>\u00a0<strong>dominating feature and taking it to the extreme\u00a0<\/strong>to demo the key value benefit of the product. In this case, how <strong>smooth<\/strong> payments can be using the service &#8211; and blow it up to the extreme by using a swimming &#8220;mermaid&#8221;\u00a0Afghan dog. The same principle was successfully used in the famed Blendtec&#8217;s Will it Blend YouTube campaign.<\/li>\n<li><span style=\"color: #ff0000\"><strong>Emotion:<\/strong><\/span> The target emotion is a\u00a0<strong>sheer surprise, coupled with pet always-high likability factor.<\/strong><\/li>\n<li><strong>Repurposing:<\/strong> Great illustration of\u00a0<strong>how to recycle content from a longer commercial that was syndicated on TV\u00a0to Instagram.<\/strong><\/li>\n<li><span style=\"color: #ff0000\"><strong>Trigger caption:<\/strong><\/span> The Instagram caption is:\u00a0<em>When you&#8217;re swimming into the weekend\u00a0<strong>like&#8230;<\/strong>\u00a0#noworries\u00a0<\/em>is a\u00a0<strong>great example of how to prime your audience to respond.<\/strong>\u00a0And indeed, their audience completed the story in their heads with a ton of interpretative comments.<\/li>\n<li><span style=\"color: #ff0000\"><strong>Business objective:<\/strong><\/span> Speaking about the customer&#8217;s &#8220;Road of Trials,&#8221; this clip demonstrates\u00a0<strong>how you can stage wow moments for your audience, at the top funnel to drive positive brand awareness leveraging Instagram.<\/strong><\/li>\n<li><strong><span style=\"color: #ff0000\">Relevancy to <span style=\"color: #0000ff\"><a href=\"http:\/\/www.visualstorytell.com\/corporate-workshops\" target=\"_blank\" rel=\"noopener\">VSI Framework<\/a>:<\/span> <\/span>Transform your meta-story into a mini visual story that matches your buyer&#8217;s stage in the\u00a0journey and platform culture (Story Making &gt; Story Visualizing &gt; Story Telling\u00a0in our framework).<\/strong>\u00a0Klarna&#8217;s meta-story commitment to SMOOTH payments is effectively visualized to trigger emotional resonance\u00a0and then story-told leveraging Instagram&#8217;s visual grammar.<\/li>\n<\/ul>\n<p style=\"text-align: center\"><strong>Looking for a custom Visual Storytelling<\/strong><br \/>\n<strong>workshop around your product?<\/strong><br \/>\n<a href=\"http:\/\/visualstorytell.us13.list-manage1.com\/track\/click?u=eefd14d8ae22b827af89581d5&amp;id=220bc4749f&amp;e=58b2d642a0\" target=\"_blank\" rel=\"noopener noreferrer\">Schedule a conversation<\/a><\/p>\n<p>Source: Visual Storytelling <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Watch clip Profile Client:\u00a0Swedish bank and one-click payment system Klarna. Agency:\u00a0Nord DDB and directed by The Perlorian Brothers. Platform:\u00a0Instagram. Backstory:\u00a0As part&#8230;<\/p>\n","protected":false},"author":245,"featured_media":2115,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_vp_format_video_url":"","_vp_image_focal_point":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[45],"class_list":["post-2114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-careering"],"acf":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/blog.valdosta.edu\/m2\/wp-content\/uploads\/sites\/107\/2017\/10\/dog2.jpeg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paqOTj-y6","_links":{"self":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/posts\/2114","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/users\/245"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/comments?post=2114"}],"version-history":[{"count":0,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/posts\/2114\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/media\/2115"}],"wp:attachment":[{"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/media?parent=2114"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/categories?post=2114"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.valdosta.edu\/m2\/wp-json\/wp\/v2\/tags?post=2114"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}