Thoughts 02.07.15

Creative content that’s cutting through the jargon

With consumers being exposed to as many as 5000 marketing messages each day, selling complex products and services is no easy task. Too often we see the language of selling overcomplicated – so what tactics are being used to cut through and demystify the jargon?

Insurance; it’s far from an attractive topic and the process of trying to determine the right cover isn’t pleasant when policies are often flurried with ‘insurance speak’. So it’s refreshing to see American insurance company GEICO take a more playful approach to their creative advertising. Their most recent film content saw them reinvent the YouTube pre-roll ad with a series of ‘unskipabble’ videos videos. Each ad communicates the brand promise of needing only 15 minutes to find your quote on the website in the first five seconds, comically playing on the fact that you can’t skip the content because it’s already over.

According to Econsultancy 94% of people skip YouTube pre-rolls, so it’s impressive to see the brand’s most popular video receive over seven million views. GEICO hit the nail on the head by identifying the annoyances of pre-roll video advertising and capitalising on this with an innovative narrative. They continue to transform what’s seen as a ‘low interest’ category with a fun and odd-ball approach to advertising, proving that insurance doesn’t have to be difficult or boring.

A key challenge for many technology brands in a fiercely competitive sector is bringing a human touch to their communications. To help Orange present their products and services differently to the competition, we created a breadth of audio content, which allowed them to connect better with customers. Our last piece of work took the form of video content marketing, designed and animated with unique characters exclusively for the brand. Through these personalities, we were able to bring to life the range of products available: from the app store, to HD voice, to 4G and travel services.

Technical product benefits, which tend to suffer from jargon overload were communicated with a human-centric approach, allowing Orange to connect with audiences on an emotional level. This form of creative video content and emphasis on storytelling proved to be an effective way of promoting their offering in way that was easily digestible and engaging for customers.

123-year-old General Electric (GE) is arguably one of the best examples of a brand dominating a ‘boring’ industry with great video content marketing. From the world’s first science fair on Vine; encouraging fans to share their own science experiments, to their comical fake infomercial starring Jeff Goldblum, to their Tumblr blog, which brings to life GE’s history through GIFs, illustrations, photography and typography, their cross-channel presence has been pivotal in driving modern interest in science and technology.

Their ambition is to tell their stories on platforms, which resonate with the 21st century audience, hence their strong social media presence. While great content is key, GE understand that clever distribution is what elevates this even further. There’s no doubt that competitors and content marketers alike will have a close eye on GE’s documentary series launching on National Geographic Channel this November, exploring science and technology topics. Be it small-screen or big-screen, social media or native advertising, GE manage to engage audiences by speaking to them in their language, on channels they consume.

What echoes throughout is rather than bombarding audiences with an abundance of information, brands should lean towards providing emotional triggers and human storytelling if they want to simplify products and articulate them in a way that’s engaging. As David Ogilvy once said: “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.” It seems that what has been true of advertising for the last 50 years appears to still be true in today’s multi-channel world.

For more information on video content marketing and creative strategies we use, check out our work here.