Although we specialize in video production and website design, every so often we have the opportunity to branch out into other media as well. Take, for example, this case study from last year:
Southeast Urgent Care is a small, family medical clinic in Fultondale, AL. They approached us to see if we could work with them to write and produce a thirty-second radio commercial to advertise their grand opening on July 12, 2010. We had less than two weeks to conceptualize, write, produce, and deliver two radio spots to meet their deadline. Southeast Urgent Care prides itself on respecting the time of each patient, so we wrote a script focused on the idea that Dr. Paul Roberts doesn’t want the patient in his waiting room. He wants each patient back in the exam room as quickly as possible. A professional talent introduces the spot, followed by Dr. Roberts who provides information about the grand opening.
It’s not even Super Bowl Sunday yet, and this commercial from Volkswagen has already earned over 5 million views on YouTube. It’s become an instant hit. As I’ve written before, no one can predict that something will go viral, but there are some guidelines to keep in mind when producing online video to help make your content more watchable and shareable. There are several things I like about this Darth Vader spot:
Iconic Imagery – Everyone, whether a Star Wars fan or not, will recognize Darth Vader
Cultural Significance – The Star Wars franchise is ingrained into our culture. When we hear that music or see that mask, we instantly pay attention
Hyper-Relevance – Even if you aren’t a parent, you understand that children love to dress up and pretend. It’s fun to watch, and to see this kid walk around the house, trying to invoke the Force is incredibly entertaining. Plus, you know you tried to do the same thing when you were little. Heck, I sometimes still pretend that I can use the Force when elevator doors or sliding doors at the grocery store open by themselves.
I would love to hear if you like this commercial. Leave your opinions in the comments section.
A new ad by JetBlue demonstrates what’s most important when doing business – customer service. If you treat the customer well and go out of your way to provide a little something extra, then you will quickly build up a base of loyal followers. Customers who have a positive experience with your brand will, in turn, tell others, and you will gain trust and credibility within the marketplace. This commercial succeeds by capitalizing on the frustrations felt by many air travelers, who must put up with extra baggage fees, fees for in-flight headphones, and other inconveniences that have made air travel a pretty laborious process. The commercial also has a documentary-style, hidden-camera format which communicates “authenticity” – a hot buzz word in media communications today. So, I want you to think about a few things as you watch this commercial:
What are you doing to improve customer service and increase brand loyalty?
What are you doing to set yourself apart from your competitors?
What strategies are you using to get your message out to your target audience?
PoshBirmingham.com is a website that features incentives from the finest retailers and restaurants in the Birmingham area. The website should launch in the next week, but to help raise awareness and drive traffic to the site, we were hired to produce a series of commercials. We created four commercials for Posh Birmingham – two :30 spots, one :15 spot, and one :05 spot. Some spots focus on the retailers, while others focus on the restaurants. The :30 spot posted below is one advertising some of the retailers you can find on PoshBirmingham.com.
The other night I was watching a TV show that I had recorded with my DVR. Like many of you, when the show went to a commercial break, I reached for the remote in order to fast-forward. But then, a commercial came on for Domino’s Pizza and I stopped to watch. What intrigued me about this ad was its honesty and transparency. The commercial showed focus groups, wherein customers talked negatively about the quality of Domino’s Pizza. They showed Twitter comments where internet users blasted the food chain for its poor product. But then, through sound bytes from Domino’s executives and chefs, the commercial demonstrated how the company was changing its recipe based on the feedback it received. This particular campaign is a great example of how a company listened and responded to its customers. Then, with honesty and transparency, they acknowledged their shortcomings and vowed to change things for the better. We’ll have to wait and see whether the new pizza recipe changes public opinion, but I think the company has done a good job of managing its public relations.