The power of storytelling


A given challenge

Rationally demonstrate the power of stroytelling.

Brian Wakabayashi, from BBDO, thrives to move people emotionally rather than rationally because emotions are simply more powerful than a rational argument. He challenged us to demonstrate and find new ways to illustrate the power of stories through an experiment, a story, or an observation.

Storytelling

The power of stories

Storytelling is the age old method of emotional message delivery. And it’s the thing that continues to inspire awe, amusement, admiration, and above all action. 


The experiment

Rational evidence!

Storytelling is so powerful it creates deep emotions that drive our actions on a daily basis. To throw light on this evidence we conducted a little experiment. We choose to compare a story review for an apartment from Airbnb with its feature description. We took these texts and placed them on individual cards. Then we went out there and asked people to read these cards and show us the place they’d rather go to, without telling them this was for the same apartment. 

The result is compelling, 64% went for the story, when only 36% voted for the features, and we asked people who know what they’re talking about because most of them were tourists from all over the world.

The result is compelling, 64% went for the story, when only 36% voted for the features, and we asked people who know what they’re talking about because most of them were tourists from all over the world.


The Proof

We recorded everything.


These are the cards people got to choose from.