Tuesday, January 12, 2016

Awareness test

Video of the week

Welcome back in 2016. Are you awake? Yes? No? Well, ...let's do a little awareness test:

Direct to the video

What a great NonProfit Video for road safety. Outstanding for three reasons:

1. Gamification: 

Be honest: That was fun, no? And that's pretty much the same for everyone. Even for your target audience. An element of game in NonProfit videos and campaigns - I would like to see more of this (and it brings me to an idea)

2. Low budget, high impact

This video consists of one shot - cam on, cam off. The costume of the bear, honestly that was 40 $, not more. Okay, they used a good camera and did color grading - so it was a professional production. But the budget was for sure in the low bud area.

3. Surprise

Until the very end it is not clear to us what is at stake. We get a short "Oh yes" moment after realising the bear. Then we get a second surprise, the dramaturgical turn-around, when we understand the focus of the whole video: About street safety. Surprise your audience, this is the secret of interesting content.

Result: A viral success. Meanwhile, there are 21 million viewers since 2009: The statistics with continuously increasing graph clearly shows that not paid-ads but social sharing drive the distribution here.

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