Television
30 seconds or less to deliver your message. Half a minute to imprint recall of your brand. Less time than it takes you to read these few sentences—and in that time you invest in brand equity, competitive positioning, and a call to action.
We call it the "S=Urge Principle"—fast message, "surge," to create the instant "urge." Great production and glib humour aren't enough in a competitive world. A compelling story is a must.
The true secret is a great story. Only the very best story-tellers can produce TV spots that actually work. And no one tells a story like the strategic and creative geniuses as Persona.
"Thankth Mom"
Atlas TV Spots
Persona's crisp, brilliant story-telling is clearly illustrated in the award-winning Atlas TV spots. Three short stories, same message. The S=Urge Principle at work:
- Success= These spots, together with print, drove the mutual funds from $600 million under management to $1.5 Billion in 8 months.
- U= Unique Positioning: emphasizing the management aspect of the funds: "You have enough to worry about... Helping You Manage Your World."
- R= Repeat: three spots, three mini-stories in each, 9 stories, with a consistent message.
- G= no Glitz, Gimmick or Glamour: captivating stories that quickly illustrate "Helping You Manage Your World" tagline position.
- E= Energize: Energize the message with brilliant copy writing, great story-telling.
"Train Your Parents"
"Best in Show"
