(Marketingmagazine.com.my) – Malati Siniah
David Copperfield, rakes in almost 4 billion in ticket sales, performs over 600 shows a year and is the most well-known magician in the world.
Safe to say, his knowledge on branding is NOT all smokes and mirrors.
Kicking off the Cannes Lions Live last Saturday in his session titled ‘Making Magic: The Art of Illusion in Modern Brand Narrative’, David took the audiences behind the scenes to some of his most iconic illusions, including making a 7 tonne aeroplane and the statue of liberty vanish into thin air.
Instead of focusing on how he did the trick, the magician, best known for seamlessly combining storytelling and illusion, shared with the audiences how he managed to “capture people’s interest with something that had a puzzle, a lot of spectacle and a big idea”.
The concept of selling this ‘big idea’ was what David tirelessly worked on.
Reflecting back on his most memorable magic trick, David shared how he combined a big idea which was making the national landmark disappear with a lesson on valuing freedom. Conveying this message was important to him as it reflected his parents and the many immigrants before them who came to America and was greeted by the symbol of liberty.
The spectacle of the disappearing act drove the shock factor but the underlying message propelled the illusion even further, David shared.
Audiences at the Lions Live were not disappointed as the award winning magician performed not one but two live illusions during his talk. In his first illusion, he picked a girl from the crowd, took her paper and much to the amazement of the girl and all those watching, magically made it come alive.
Shock slowly turned into delight as David transformed the white sheet of paper into a blood red rose.
The trick, he shared, carried a very important lesson to marketers on building customer relations, where it’s important to first create a relationship between the brand and customer, followed by delighting them and finally rewarding them.
To hear David’s full Cannes Lion session and watch his second live illusion, check out the video below (the talk begins at minute 14:40).
Throughout the week, we will be bringing you LIVE streaming of the Cannes with live talks and awards ceremonies updated onto our website. For a full list of the talks and local timings of when we will be publishing them on our site click here.
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