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APPROACH
DARREN DAZ MCCOLL
FIGURE01
Story Systems
The second powerful aspect of the
Storyscaping approach is the Story
Systems emphasis, which enables the
development of complete platforms
for marketing, or as we like to say,
worlds of experience. Organizing
Ideas create great experiences when
they are realized as part of a dynamic,
multidimensional Story System that
stretches across many channels and
touchpoints, with well-tuned variations
and adjustments.
The systems approach envisions
content and experience as parts of a
holistic, enveloping system rather than
as components of a deterministic, linear
journey. This is perhaps best expressed
in the idea of an Experience Space
(see Figure 3). The Experience Space
is a three-dimensional representation
of the physical and virtual places where
brands and consumers meet. It helps
define the role of channels, the storyline
connections, and the types of experiences that matter.
Planning potential connection points
across an Experience Space is key.
Its how marketers map all the
possibilities to then narrow down
the options by identifying the most
effective brand-consumer connections.
This canvas also helps them develop
the technologies and platforms that
connect the many points of the
consumer experience.
By understanding the whole space of
possibility, you can build interactions
that, as the saying goes, end with a
comma rather than a period (or full
stop). A systems aim is to allow every
interaction and connection to inspire
connections to other useful pieces of
content or great experiences.
FIGURE02
FIGURE03
[The] Storyscaping
[approach] really
helped us take a step
back in the process
and look at things in
a consumer-centric
way. We naturally
have more cohesion
in everything that
weve done using
the Storyscaping
process.
- J. Adams
Regions Bank Senior
Advertising Manager
FIGURE04
The Next Step Project tells people's real stories, highlighting life and financial planning goals by using the Organizing Idea of
Live and Grow With Confidence. The print, OOH, TV, radio, and other promotions all direct customers to branches and interactive channels that present an array of self-service and guided financial tools as part of the Experience Space.
FIGURE05
MORNING
ROUTINE
BREAKFAST
LUNCH
PARENTS
BACK FROM
WORK
NAPTIME
END OF DAY
DINNER
Outdoor play time
(weather permitting)
DIGITAL
USAGE
BEDTIME
Occasional special
movie-nights, but
otherwise no digital
PLAYING
WITH FRIENDS
& SIBLINGS
PRE-K /
KINDERGARTEN
No digital permitted
at school
ACTIVITIES
THE
ROLE OF
DIGITAL
SUPPORT EARLY
CHILDHOOD EDUCATION
IDENTIFY OPPORTUNITIES
FOR COLLABORATIVE
DIGITAL PLAY
PARENT
BONDING
CHILD
Looking forward
In partnership with our clients, we
continue to drive innovation around
the Storyscaping approach. Soon we
will be introducing an add-on to our
approach: a Story System app that
assists with driving business goals,
prioritization, and collaboration through
3-D interactive visualization (see Figure
6). This new tool enables systematic
business goal-setting and scoring of
Story System components. Each and
every touchpoint can be identified
and scored for relative priority or value
against desired business goals. This
provides multiple dimensions for the
application of Storyscaping principles.
FIGURE06
The Story System app will soon be introduced to assist with business goals, prioritization, and collaboration. Shown below is
a Story System with performance metrics for a major travel and hospitality business.
SapientNitro, part of Publicis.Sapient, is a new breed of agency redefining storytelling for an always-on world. Were changing the way our clients engage todays
connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement, and omnichannel commerce. We call
it our Storyscaping approach, where art and imagination meet the power and scale of systems thinking. SapientNitros unique combination of creative, brand, and
technology expertise results in one global team collaborating across disciplines, perspectives, and continents to create game-changing success for our Global
1000 clients, such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target, and Vodafone, in thirty-one cities across The Americas, Europe, and Asia-Pacific.
For more information, visit www.sapientnitro.com.
SapientNitro and Storyscaping are registered service marks of Sapient Corporation.