The challenge with Storyliving and Co

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Storyscaping: A mixture of storytelling and landscaping (landscape construction) - storyscaping is intended to develop a brand world that can be experienced by customers. It is important to have a central idea that is played out via various channels (keyword transmedia storytelling). The customer should be able to enter the story at any time. 1. Phigital Phigital – a word monster made up of “Physical” and “Digital”, which stands for a mixture of the physical world and the digital world. Appropriate trend names are storydoing and storyliving. Instead of “just” creating storytelling content and publishing it digitally, the Phigital approach focuses on actions and interactions with the audience.


The idea isn't brand new in 2018, but it will continue to gain traction, especially Special Data when combined with virtual reality and interactive storytelling. Advantage Physically experiencing a brand strengthens the (emotional) bond with your target group. Whether storydoing or storyliving – instead of just telling something, it is lived by your brand and your target group. Actions can be the starting point for further (digital) stories and things, like the Hornbach Hammer , are transformed with storytelling. Challenge Phigital demands more interaction with and from your audience than does the more passive consumption of classic storytelling, such as scrollytelling .  is to actually create something that encourages people to participate and fits into the physical world of your target group. Example As early as 2011, the Kuva agency was working on a project for Johnny Walker that not only related to the digital, but also focused on the physical world: the Johnny Walker House in Seoul, South Korea.




The aim was not only to make the house an architectural highlight, but also to tell the brand story in and with it - visible and (digitally) experienced. In the following lecture Andy Buchanan presents the project: Conclusion: get out of the digital comfort zone Put your head down and stare at your smartphone – Phigital wants to counteract this. The desire for interaction and development from pure storytelling to experiencing will continue to advance in the future. Whether storydoing or storyliving - the challenge is to combine actions and what can be experienced physically with digital things that get the target group out of their head-down attitude. This requires a lot of trial and error, because you have to find new ways to connect technologies and the world you can experience.