The project started as a prompt for my BNI Networking Group. Each week we learn about our member’s businesses through 60sec. “Commercials”. Our BNI leadership team, where Gravitude’s Creative Director Rich Silivanch serves as VP, wanted to create a fun way to infuse a holiday or seasonal theme to the teams commercials. The response was stellar, our networking group did an amazing job bringing fresh stories, seasonal wishes and value statements for each of our businesses, be they, trade based, financial or real estate focused. Across the board, just spectacular presentations.
Once read to the group, “I put my Twas… script down and came up with the idea of having the script take on a new life”, says Rich. The key was to create a fun seasonal video that’s part holiday wish, but mostly an overview video of what Gravitude Brand Lab delivers. We wanted it to be a sales video, under the auspices of a holiday video. The main reason for this is to show a creative example of using a specific voice (Santa!), at a specific time (end of year), targeted toward a specific audience (marketing directors and business leaders). The visuals used, along with the audio music and punctuation sounds are from stock asset company ARTLIST, a partner that helped bring the story to life in 5second bursts of video and sounds. We wanted to use imagery and audio together as a metaphor. So we employed different deep winter videos to tell a story through the video clip’s motion. Our favorite is a snow laden evergreen tree that shivers in unison to Santa talking about “distilling” message for simplicity.
The reviews have been amazing and it’s certainly opening up doors to new partners and clients who are considering a rebrand and promotional boost in 2024
The funnest part of the project was the sound design. Shown above, all the green clips are the overlapping audio brought in to sizzle the story.
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Video is powerful! Crafting captivating business stories serve as a powerful tool to connect and engage customers on a magnitude that transcends traditional marketing strategies. An interesting narrative has the ability to break through the clutter of advertisements and resonate with customers on a personal level. By creating stories with elements of humor and irreverence, businesses can inject a fresh and relatable energy into their brand identity. Humor, when used effectively, not only captures attention but also creates a memorable experience, making the brand more approachable and human. The importance of being irreverent lies in the ability to break down barriers, fostering a connection with customers that goes beyond the transactional. This approach allows businesses to tap into the emotional aspect of consumer behavior, cultivating a sense of goodwill and gratitude among customers who appreciate a brand that doesn’t take itself too seriously and can have fun.
Incorporating humor into business storytelling not only entertains but also builds a positive association with the brand. Customers are more likely to engage with and remember a brand that elicits genuine laughter or a smile. The irreverent and humorous approach adds a human touch to the brand narrative, creating a shared experience with the audience. In doing so, businesses not only enhance customer engagement but also generate a sense of appreciation from consumers who value the authenticity and light-heartedness of the brand. These types of stories serve as a testament to a brand’s ability to connect on a deeper level, fostering loyalty and advocacy in a marketplace where memorable experiences are increasingly valued.
As we stated in the video, “Creating brands customers respect, that’s exactly what we do.”
We’d love the opportunity to talk about how video across your channels can help influence and inform your customers about your value and lead to big wins.
TRANSCRIPT:
‘Twas the day before Launch Day, excitement so real,
The sales & marketing team, eager to share the big reveal.
From Ivory tower to trenches, the anticipation is sincere,
Prioritizing value, trust and action, across messages sooo clear.
Ideas across print & digital, creativity in view,
Creating brands customers respect, that’s exactly what we do.
A fresh attention grabbing video poised, to take center stage,
Speaking of human trust, in a digital faceless age.
Simplifying messages, distilling what’s true,
Delivering what customers want, not just selling what companies do.
ROI in the crosshairs, revenue to grow,
New marketing materials to help sell, the unique value we’ll show.
High-impact storytelling, emotions run deep,
Connecting with customers, a brand promise to keep.
A social media library, turning influencer’s heads in delight,
our disposition, we’re cool, we’re confident, our launch plan is tight.
Innovative thinking, ideas to motivate,
Choregraphed campaigns in harmony, sure to captivate.
As we ready the launch, we turn up the Amplitude,
Cheers to the creative magic made possible by Gravitude.
