Sometimes that dusty stock photography library and bullet point slide deck are not going to get the message across. A new product launch needs to make a splash. In times like these, video is a very valuable tool for marketers. This was the case when our friends at Octiv, an evolving document sharing firm, came to us with a challenge. Introduce our new document sharing product to the masses with video. Our eyes lit up.
Explaining the benefits of your software platform to a global audience can be challenging with just a couple short minutes. Especially when the video needs to appeal to a wide variety of audiences, in different vertical markets, and unique office protocols. This is not uncommon, marketing is often asked to do a lot of the heavy lifting, and in short order.
We’ve all heard the alarming reports of the declining human attention span, about eight seconds for the average adult these days. That’s another hurdle the savvy marketer must keep in mind. Therefore, we knew we had to create a compelling video that grabbed the viewer’s attention and meticulously explained the product.
With the help of our client’s vision, we settled on a concept. We would cast a live-action character, Sara, who would go about a typical day in the office. This first act would set the situation at hand in many businesses across the globe. This is a popular tactic with product videos, we want our viewer to identify with the situation from the beginning. Ideally, we’d like them to pre-qualify themselves that this product could make their life, or the life of their staff better. Sara experiences the same frustrations we’ve all felt in our lives with document versioning. All the things that cause mistakes, decreased profitability, and extended timelines. The first act culminates with the hard copy document, covered in red ink, catching on fire as it’s tossed in the garbage can (Our creative team finally got a chance to light something on fire).
Fear not, things begin to look up in act two as Octiv comes to the rescue with their cloud-based document workflow. Using animated graphics, we showed what makes the Octiv product so special. We conclude the video with Sara leaving to see her child’s game, on-time. Everybody wins.