Storytelling and audio-visualization of corporate communication: the keys of the “Gracias por elegirnos” campaign (Balay)
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2014.139228Keywords:
Corporate storytelling. Organizations. Corporate communication. Public relations.Abstract
Storytelling has become a powerful tool for organizations in a context of saturation of advertising and informative messages. Through corporate storytelling, the organisations explain stories about their identity, cultivating the relation with their stakeholders. The present article studies the campaign set up by the company Balay under the title “Thanks you for electing us”. In a context of economic crisis, the campaign appeals to the commitment of the company with their internal and external publics through different stories.
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