Storytelling 

 “ The worst nightmare ” Case 

 Challenge & Selection : 

 Storytelling has been one of my most useful tools , not only work wise but   life wise . It ’s given me the opportunity to communicate thoughts , ideas   and data in the easiest and most direct way , since it gives me the chance   to make people identify and engage with my message , because let ’s be   honest , everyone wants to hear a good story . 

 I work at an advertising agency and a few months ago my colleagues and I   found ourselves in front of a challenge with a big client , a chain of   hypermarkets . They wanted to promote their huge black friday sales , with   an extremely limited budget , so we had to come up with clever and   eﬀective solutions that did n’t require much money or a big production . Our   worst nightmare . 

 Application : 

 Once we had the client ’s context and goals ﬁgured out , we started our   “ what if ” phase and began to brainstorm possible solutions to the main   problem . It sure was a tough phase . How could we let people know our   client had the best sales they could ever ﬁnd , with no outdoor or printed   ads , a huge BTL production or a well positioned TV spot ? Then , during our   breaking point , I began to my colleagues the story of how I got my almost   brand new iPhone for a ridiculous price on Facebook ’s Marketplace   platform . After I told them my story we realized we never thought of that   one place where people look for the biggest sales : the internet . Consumer- consumer e - commerce platforms are incredibly popular between those   who are always looking for the best prices . 

 And we came up with a great idea : To create an online proﬁle for our client   in the most popular consumer - consumer e - commerce platforms in Latin   America ( Facebook ’s Marketplace , Mercado Libre , OLX ) in order to post   their top Black Friday Sale products , just like a normal person who sells   from home would do . People went crazy ! They were truly attracted to the   prices and got really surprised when they realized they contacted one of 

 the largest chain of hypermarkets for more details on the products . We   truly had their attention , just as intended . 

 And of course , storytelling was n’t only a tool that made part of our   brainstorming session . In order to “ sell ” the idea to our client , we told it in   the best way possible : through a story . My story , and the story of many   others who had similar experiences to mine , since we collected an   important amount of information throughout interviews and surveys in   order to strengthen our insights . 

 Insights and Approach : 

 This past experience opened our eyes . Sometimes , as advertisers or   professionals of the creative ﬁeld , pay so much attention to the given data   and obstacles given by our clients , that we put focus on the many ways to   solve their problems without even thinking about the core of our whole   purpose : the people , the customers , our target and their lives . Throughout   storytelling you can understand why your target behaves in a certain way   when confronting a problem and then tell them what the solution to that   problem is , all of this through a story they can identify with . I think that ’s   gold right there and we , as communicators , should look for that gold in   every single work that we get done . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Storytelling 

 “ The worst nightmare ” Case 

 Challenge & Selection : 

 Storytelling has been one of my most useful tools , not only work wise but   life wise . It ’s given me the opportunity to communicate thoughts , ideas   and data in the easiest and most direct way , since it gives me the chance   to make people identify and engage with my message , because let ’s be   honest , everyone wants to hear a good story . 

 I work at an advertising agency and a few months ago my colleagues and I   found ourselves in front of a challenge with a big client , a chain of   hypermarkets . They wanted to promote their huge black friday sales , with   an extremely limited budget , so we had to come up with clever and   eﬀective solutions that did n’t require much money or a big production . Our   worst nightmare . 

 Application : 

 Once we had the client ’s context and goals ﬁgured out , we started our   “ what if ” phase and began to brainstorm possible solutions to the main   problem . It sure was a tough phase . How could we let people know our   client had the best sales they could ever ﬁnd , with no outdoor or printed   ads , a huge BTL production or a well positioned TV spot ? Then , during our   breaking point , I began to my colleagues the story of how I got my almost   brand new iPhone for a ridiculous price on Facebook ’s Marketplace   platform . After I told them my story we realized we never thought of that   one place where people look for the biggest sales : the internet . Consumer- consumer e - commerce platforms are incredibly popular between those   who are always looking for the best prices . 

 And we came up with a great idea : To create an online proﬁle for our client   in the most popular consumer - consumer e - commerce platforms in Latin   America ( Facebook ’s Marketplace , Mercado Libre , OLX ) in order to post   their top Black Friday Sale products , just like a normal person who sells   from home would do . People went crazy ! They were truly attracted to the   prices and got really surprised when they realized they contacted one of 

 the largest chain of hypermarkets for more details on the products . We   truly had their attention , just as intended . 

 And of course , storytelling was n’t only a tool that made part of our   brainstorming session . In order to “ sell ” the idea to our client , we told it in   the best way possible : through a story . My story , and the story of many   others who had similar experiences to mine , since we collected an   important amount of information throughout interviews and surveys in   order to strengthen our insights . 

 Insights and Approach : 

 This past experience opened our eyes . Sometimes , as advertisers or   professionals of the creative ﬁeld , pay so much attention to the given data   and obstacles given by our clients , that we put focus on the many ways to   solve their problems without even thinking about the core of our whole   purpose : the people , the customers , our target and their lives . Throughout   storytelling you can understand why your target behaves in a certain way   when confronting a problem and then tell them what the solution to that   problem is , all of this through a story they can identify with . I think that ’s   gold right there and we , as communicators , should look for that gold in   every single work that we get done .
### Output: 