July 29, 2010 Leave a comment
Some things are so complex, they need simplicity to explain. Truth is, many things are basically not so complex, as long as you have the ability to leave out the details and drill down to the essence. A great example is the website How Stuff Works. Want to know what a black hole is? No problem. For a while we have been working on our concept ‘simpL‘. Inspired by the series ‘in Plain English’ we started our own endeavour and created the first series for one of our customers.
Today we are proud to release our latest product in this series, used in a campaign to introduce a platform for veterinarians to improve communication with their customers. This platform is called ‘Chameleon’ and forms the basis for communication improvement for veterinarians. We used our ‘simpL’ series to explain the essence of the service. The videos were part of a larger digital ecosystem and an offline promotional campaign which we -together with a great team- helped building as well. An interesting cross-media campaign with the title ‘Enrich Your Practice’, hinting to the way veterinarians can improve their practice, get loyal customers and gain a competitive advantage by paying more attention to communication.
The assignment was to create three ‘teasing’ videos which would explain the need for the veterinarian (in this case: professional communication) and the solution provided to meet that need. In the first series we focussed on the online service to create reminder cards, the second series dealt with online video. We created the artwork in Illustrator, the animations took place in Apple’s Motion and the final cut was done in ..eehh.. Final Cut.
The offline campaign consisted of three ads in various veterinary-related magazines. These ads pointed to the website where visitors were drawn to the videos to learn more about the platform. The Call to Action on the website is to get people to subscribe to the service. The Call to Action is enhanced by giving away 100 reminder cards and the chance to win an iPad. Each video ends with a cliffhanger to motivate people to return.
The official platform will launch in September, for which we will use some innovative techniques to deliver the message. Unfortunately I can’t say anything about visitors, retention, views etcetera, since all this information is confidential. I can, however, show you the videos. Video’s we are pretty proud of.
What do you think? Will our simpL videos communicate the message better? What’s your overall view on the campaign?
Stay tuned for more news on our latest campaigns. We are prepping a business case of on of our largest projects. Soon more…