Winning with Vertical Storytelling

We are already well into the mobile era. Smartphones have become a necessity in our daily lives. For many of the younger generation, batteries and Wi-Fi access are as essential to their well-being as food and water! Hong Kong in particular has the highest smartphone penetration in the APAC region with a 87% penetration rate¹. As mobile usage continues to grow, people have become more familiar with mobile-driven content.

With mobile now a mainstay of the mainstream, HK4A’s Kam Fan Award has created a NEW category under the title “Mobile” — “Vertical Storytelling“ (F9 : F-74) to encourage the use of mobile-friendly vertical formats (9:16). The category awards campaigns in a vertical format that can evoke an emotion and trigger action within 15 seconds. The winner will receive 2 passes to Cannes Lions 2020, including airfare & accommodations, sponsored by Facebook.

How can you outperform in the mobile era? Tell your stories in a way consumers will prefer.

People hold their smartphone vertically 90% of the time². 72% of millennials don’t turn their phones at all even for widescreen videos³.

We believe brands will also get a boost with vertical content. 76% of people reported they appreciate when brands try out new ad formats such as vertical video, and 65% of people believe that brands who advertise with vertical video are more innovative⁴. Even Taylor Swift shot her recent music video “delicate” in vertical.

Stories are now “the” answer for everyday sharing. When you think of a vertical ad format, social media stories may be the first to come to mind. Stories are a place where people can share everyday events and moments, not just big milestones. Some of the top things people like to share include selfies, food, and personal updates. Stories’ ephemeral nature also plays a key role in helping people feel comfortable sharing smaller bits and pieces of their day.

Some of you may find the combination of a small vertical screen and a short duration limiting or restraining. However, Instagram and Facebook Stories can be very versatile and bring immersive, fun, and engaging experiences to customers if you know how to properly utilize their features. Here are some creative considerations to make you a Stories master:

It’s your time to create your Stories!

Submit your work under the new Kam Fan Awards Category - Vertical Storytelling. It looks for any creative storytelling ads in mobile vertical format (9:16) that can evoke an emotion, tell a brand story, move people’s hearts, and stop their thumbs to trigger an action within 15 seconds. It can be existing work you have already developed in a vertical format, re-purposed existing campaigns / creative ads, or you can even build something new. The winner of this category will receive 2 tickets to Cannes 2020, sponsored by Facebook.

Click here for more information, and don’t hesitate to submit your work today!

Learn more about Stories creative and get more inspiration.