Smart video-based online advertising examples
We are starting to see some really well implemented entirely video-based online advertising campaigns that cleverly combine the advantages of video as a storytelling tool and video as effective web 2.0 content. That is a real progress in the sense that advertisers and their agencies finally realize the great potential of video based content to address demographic specific issues, something that is rare and difficult to archive in mass market TV advertising.
The first great example is from the UK and it’s a video-based micro-site by the auto brand Smart. It’s called “Truth of Smart” and the overall communication objective of the video-based micro-site is to do away with the 4 existing main prejudices against the smallest (non-electrical) car on the market: 1. it’s not safe because it has no protective zone; 2. it’s uncomfortable because it’s small, 3. it doesn’t have storage space in the back and 4. it’s not fuel-efficient.
All these issues are addressed through a interactive video-based interface that allow users to discover the “Truth about Smart” by themselves.
This is an effective example of how to use video based content (or call it rich media content) to give concrete answers to concrete questions about the product or service you try to sell based a segmentation that aims to respond to the main prejudice about the product.
The second example for smart online video use is the current global campaign of the beer brand Heineken focused on the important issue of responsible drinking, called “Know the Signs”.
Through a series of characters - defined during an extensive phase of interview-based qualitative market research - the user witnesses different embarrassing moments, when somebody has one too many drinks. There are tragically funny video episodes about how your friends can tranform into the “typical” drunk crier, groper, sleeper, flirter, etc., all representing realistic characters we know from real night life.
Again, a great work of content segmentation to reach different demographics and make them aware of the sometimes devastating and always embarrassing side effects of that last drink you shouldn’t have had.
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March 2nd, 2010 at 1:18 am
[...] According to Multiplica’s experts, the third most persuasive web site is the a micro site called “Truth about Smart”, a video based campaign that tries to eradicate false perceptions about the mini car. I have mentioned the campaign in an earlier post on video-based online advertising. [...]