Content strategy: what is a sticky content? Rugby!

A very good friend of mine shared this impressive video which is part of a campaign launched by Beats By Dree during the Rugby World Cup.

This brand has been used to be associated to sports professionals from Lebron James to Serena Williams and soccer stars  yet, we can’t deny that this video with rugby living legend Richie Mc Caw is quite astonishing and is a great example of a sticky content.

Let’s see what are the key elements in this video if we compare it to a few points summed up in the famous book from Peter C. Brown  ”Making it Stick

1/ Stick to a plan: let’s tell a story then!

How do we get people to act on our ideas? We tell stories”. And this story starts simply with Richie McCaw starting his day, having a coffee… like anyone else!

wakeup

“Wake up Richie, you have a world cup to prepare!”

2/ Stick to simplicity

“Saying something short is not the mission—sound bites are not the ideal. Proverbs are the ideal” Then… In this case… What about a legend? Legend are embedded in the deep souls of everyone… As a result The video is rythmed by the famous known Haka of the blacks

hakafrance

3/ Stick to your audience: surprise it!

“How do we get our audience to pay attention to our ideas, and how do we maintain their interest when we need time to get the ideas across? We need to violate people’s expectations”

bateau

Me: ok this again the story of a sport professionnal fighting against the elements while training… Of course it is but… wait a minute, is it still the same movie? What are these fishermen doing in it? (they appear really quickly in the beginning of the film)…

The truth is, it is the story of a new zealander among others, within his country, belonging to this country made of mountains and boarded all along by the sea. But underlying these natural elements, you have the people, the ancestors, their culture and… rugby of course!

4/ Stick to concrete things

entrainementNaturally sticky ideas are full of concrete images” I think it’s pretty obvious. Richy is getting fit for the Rugby World Cup and apparently ready for the fight against the French Team tomorrow

5/ Stick to your credentials

credibility

Sticky ideas have to carry their own credentials” I think Richie seems quite credible isn’t he? Preparing like a boxer, the confrontation is almost there, is focused, determined…

6/ Stick to your emotions, above all!

Last but not least, these aspect is one of the most important to me. I agree, all this is a cricle. A good story is necessarily made of emotions. But don’t neglect it. Here again everything is made to reach this goal. The music, the landscapes, the meaning of the Haka. the introduction scene with Richie Mc Caw shutting off the television and having a coffee… Until the end with this breathtaking view… Mission accomplished for this point: How do we get people to care about our ideas? We make them feel somethingMcCaw

To conclude, I would say this video is all the more exctiting when you check out the other stories made by this company regarding other teams including the French Squad… which is a pity when you are French and support your own team… But could our sense of humour make us win?

No matter, how difficult it can be for France tomorrow, “allez les bleus” let’s have a Kiwi smoothie! 😉

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