Social marketing, storytelling and visual aspects of “100 seconds of good” advertising

Abstract

Brands that are successful are those that give their consumers something more than a product. They perceive the client as a person who has desires and emotions and try to answer them. One such brand is Jeronimo Martins. The “100 seconds good” spot created in cooperation with Caritas the company encourages to help others and refers to values important for each Pole, such as patriotism, home, family. Compared to other promotional content, the film is distinguished by attention to visual details. In addition, the strength of the message is history which attracts attention of viewers and social marketing perfectly integrated into the promotion of the brand. The main goal of the article is the analysis of the “100 seconds of good” spot in the visual and narrative aspect. The article also presents the functions of storytelling and social marketing in advertising.