Product Launch Video: Back to the basics of web video
Product launch video as a genre is not the same as an ad. Ads are designed to interrupt movies and shows on TV, and hammer in key messages, aimed at increasing sales. Their universe is mainly the broadcast media context, or they might be used as Youtube pre-roll videos. Product video, on the other hand, is a genre that has become more important thanks to the emergence of platforms like Kickstarter. You pitch your idea to a global group of potential investors and business partners and time is used in a different way than on TV. You don’t have to squeeze your message into a 30 second clip, but anything longer than a minute will cause you to lose your audience.
Product launch video made “less corporate”
Like with any other type of business video we discuss with our customers, we zoom in on your objectives, the context of the product you are launching, and your target audience. Our extensive experience of business communication and media allows us to guide you on important strategic choices, long before we film the first shot. This is key, to avoid typical video pitfalls. Choosing a cheap technician will give you a cheap video. But truly exploring the format, the key messages, the creative concept and the logistics of your video is important work that needs to be done in conjunction with all the filming and editing.
At MultiMediaMakers we call this process “making corporate videos less corporate”. Traditional corporate video grew from the need to sell volume, and from the reality of videographers selling their talent by the hour. In the era of online video, business videos, or internet videos, are produced with a whole new mindset. Use every second of your audience’s attention and show them something better than a TV ad.
Case study: the Osiris product launch video, produced in Perth, 2016
We like this one because it shows the building blocks in action.
* Creativity: building a story around the product and positioning the brand in a local Australian context while not scaring off international investors and buyers
* Directing: staging authentic but well chosen sequences with a talent to build a story around the product rather than just showing features
* Graphics: using high quality broadcast style graphics to make every sequence into something special
The Oziris Azure is a “self-inflating” mobile sitting cushion that fits the Australian lifestyle and that can be carried as a light backpack. It really suits the outdoor lifestyle in Perth and other Australian cities, and attracts a young audience keen to make a fashion statement and to chill out alone or in a group. For more information check out oziris.net.au
Kris Borgraeve
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