Slow ahead! In a world of “hyper” – speed, connection, information, consumption – brands are gradually deciding to slow down to reconnect with a more authentic decor and to leave time to time … And even more, to those who consume it …
Slow life, real life
Stemming from a protest movement in reaction to “fast food” in the 1980s, the “slow” trend has as its founding principle respect for production time in the service of quality. In other words, it is a question here of slowing down the manufacturing cycles to ensure the end consumer a respected and respectful product contrasting with chain productions with anonymous taste. In a world where information, products and relationships are always going faster, the idea is therefore to slow down the pace of a society which stacks up the strata of consumption to take the time of the detail and in doing so, of the quality – choose a normal speed in a universe crossed by “hyperloop of content”.
From the initial “slow food” was born a variety of movements with similar precepts, declining this search for authenticity in various sectors: “slow fashion”, “slow photography” or “slow communication”, with each time a desire to do better, even if it means doing less. Durable versus disposable; meaning versus form; well-being versus recreation: with slow appears the search for a more rested and more thoughtful life – that of real life.
Real time communication
Transposed to the fields of communication and marketing, slow makes it possible to rethink both the time taken to produce content, the quality of the latter and finally the relationship with its consumers. There is therefore a need for transparency, but also for a tailor-made message: taking the time to communicate well is also taking the time to know your audience well. From there, it is then allowed to deliver a truly useful speech that meets specific expectations. The concept of tailor-made is not trivial: it assumes that “slow marketing” is attached to a quality label, durable and almost emotional in the sense that it explores deeper areas of identity. And it is precisely this depth that allows people to be reintroduced into slower communication, more likely to associate meaning with service and contemplation with consumption. The cantors of “slow marketing” say nothing else when they invite consumers to stroll in hybrid places of brands, to browse a subject rather than a news feed or to (re) discover the charms of a first meeting.
A 3-minute advertising spot, without voiceover, music or text: this is the bet of the paint manufacturer Ronseal, whose video is about a man painting a palisade, without editing or cutting. Time is shown as it is, so is the product. The sequence does not lie and better, it fascinates with its extraordinary banality.
Go even further with this 45-minute mini film by the whiskey brand Diageo which features the actor Nick Offerman enjoying a drink in front of a fireplace during the entire sequence.
Or even this live video of more than an hour from the Waitrose grocery chain on one of its farms.
Two long formats that extend time to extract beauty, naturalness and melodious silence.
The time that lasts
The slow does not militate simply for an authentic time, but also a lasting time. A notion of longevity found in painted advertising which, by penetrating walls and buildings, is anchored in everyday reality and offers an artistic contemplation, dear to contemporary consumers.
As we have seen, slow also puts people and their concerns back in the center. To which some brands have been able to respond by developing new, more personalized, more emotional supports. This is the case of the “magalogues” halfway between magazine and catalog and which combine inspiration, emotion, information and products – like Airbnb and its airbnbmag – signing in return the return to a medium resolutely focused on slow: paper.