Here’s a run down from the ads that have made an impact, either with thought provoking campaigns, audience engagement or the use of effective content marketing. From the masterful to the memorable and inspirational, here are Wootag’s picks on the best video advertisements of 2017.
By telling stories that are customer-centric and not overly aggressive on product placement, these video ads have made themselves adaptable to universal themes, relevant to their audience and successful in driving engagement. They can enable themselves to be more dynamic and versatile using marketing platform tools such as Wootag.
Wootag helps clients across a range of industries such as retail, IT, financial services, travel and consumer goods to broaden their engagement and visibility. These may include increasing awareness of product variants, driving online sales, transitioning from online to offline and increasing booking and purchasing add to cart functions. Through these areas, interactive video becomes a definitive complement to ensuring an integrated consumer experience that drives a human touch. To have a closer look, please visit www.wootag.com/explore.
Thought Provoking Campaigns
Heineken Worlds Apart
Using a beer ad to raise deeper issues is definitely something alcohol guzzlers wouldn’t expect. The #Worldsapart campaign asks the question, “Can two strangers with opposing views prove that there is more that unites us than divides us?” Individuals with contrasting and extreme views are paired and they enter a rich dialogue over chill beers.
IKEA Lion Man
Globally recognised for defining the feel of a living room, IKEA this time puts a twist with a rugged, admirable strength of the lion. The importance of well being and relaxation are articulated through the lion’s reminder to see the world as “wonderful everyday”.
More than just a family story about a young girl emerging champion of a race, this Audi ad makes a poignant point about gender equality. A father in supporting his daughter, is worried about her losing due to unfair points and he struggles with having to break to her how she is part of a world that puts men above women in numerous fronts.
Nike’s ad with female athletes
As gender norms are still strict and repressive in the Middle East, most brands shy away from exploring the subject. For Arab women to be successful athletes, they are defying the conventions of women in their society. From Parkour to singing to fencing and boxing, these women are heralded as inspiring and leading activist figures.
McDonald’s Malaysia uses snappy teasers for product campaign
McDonald’s Malaysia has taken a leaf out of Netflix’s approach to short snippets to engage viewers. The fast food giant used a series of shorter 12-second ads to drive visibility of its new campaign, paired with a 46-second spot to entice viewer participation when they launched the Spicy Korean burger. The ads were inspired by Korean drama storylines and gives viewers their opportunity to sink deeper into the story.
Celcom builds emotional ties with engaging teasers
Celcom, a long-standing Malaysian mobile telecommunications company, sought to use short videos that were released gradually, to build emotional connections with its customers. The 30 short-form videos led to a more substantial campaign released after Hari Raya.
Burger King dishes out a whopper on bullying
A hidden camera statement that makes a moving statement about bullying is the genius aspiration of Burger King. Overall, the video cleverly weaves the product at the core of the story. It puts the spotlight on the bystanders that sit by passively and being indifferent to bullying using the burger as a well placed testament to social bullying.
Sprint puts no limits to measures
A warm heartfelt look at the things people who do in order to get out of phone contracts. It makes a statement about device dependence and the world in which people live on mobile and not in reality.
Knorr puts a twist on tastebuds
Combining the interactivity of a flavour profiler tool with a #LoveatFirstTaste campaign, Knorr allows its video followers to identify what flavour means to an individual. The video shows that taste is something that unifies people more than they imagine and shows how and where strangers connect through their flavour profiles. An unusual first date that engages viewers and a clever brand marketing plan to reinforce its focus on taste.
Danish TV2 claims ‘all that we share’
Aptly released on the day Donald Trump announced the ban of travellers from 7 Muslim countries, the ad illuminates how we forget about what unites us instead of focusing on differences. The ad is shot in a frank and down-to-earth style illustrating the importance of diversity in these troubled times.
HBO allows viewers to search and vote
HBO’s short video titled “What We Believe” garnered over 517,000 views and was part of an in built promotional campaign in which they dedicated an interactive website for their superhit TV series, the Game Of Thrones. The interactive component was expanded on as they could search for their favorite character and cast their vote for the person they felt best to lead the great wars.
Discovery goes 360
360 degree videos are the current craze for many brands and Discovery Channel has accomplished it well. The global TV giant has created adrenaline-filled videos from the adventurous to the fearsome and the format of the video plays off the brand’s qualities well. MegaCoasters: Ready for the Drop received over 24 million views and currently sees Discovery Channel as the highest ranked entry for “360 videos”.
Hitting $5 billion in transactions in less than 15 minutes on Singles Day, made this the biggest day in online sales this year. This trend is slowly becoming prominent in Asia and the reasons behind this consumer behaviour of buying products in bulk during special occasions is clear.
“It’s not that we need Singles Day,” Alibaba Group President Michael Evans said in an interview with CNBC. “It’s the opportunity for merchants and consumers to have fun and engage in something that’s really exciting. It’s the opportunity for consumers to explore and find new brands and new products.”
Consumers are set to be more diligent and prepared in stockpiling during these flash sales. They will rely on digital platforms to get the latest information on trends, product and brand reviews, exchange experiences or compare prices. At an integrated level, interactive video and social channels will be essential for brands to provide content and opportunities for valuable engagement.
In this age of ‘New Retail’ where online-offline integration is ever-changing and retail innovation is dynamic, shoppers are more savvy and e-commerce promotions will need to be swift, transparent and easy to execute to meet the increased demand during flash sales.
Here are some of the ways in which retailers could polish their pages, expand their digital offerings to attract consumers with a tendency to “stockpile” during flash sales.
- Retail pages should look at creating more interactive content be it shoppable videos, tutorial videos or educational videos. Whether it’s to engage with elements directly, unlock access to further information, and disclose their opinion on topics, shoppers will find themselves drawn to a page with interactivity and staying on the webpage for a longer time.
- Fashion and beauty websites will also need to blend online and offline user experience into a cohesive, friendly one. Through the support of platforms such as Wootag, consumers can use the store locator to direct them to nearby purchase points or for them to host practical guidance in the form of tailor-made video portals, podcasts, and slideshows.
- Featuring localised content for a flash sale for public holidays or special occasions. To attract consumers to browse more, create customised product packs and knowledge of the festivals such as Lunar New Year, Hari Raya or Thanksgiving.
- Consumer brands should also work on developing buyer persona driven content: These should suit the personas of the Convenient Shopper who buys things at times that suit them, Emotional Shopper who goes online when they are bored or the Seasonal Shopper that buys things at specific times of the year. All three buyer personas are in the practice of stockpiling and there needs to be call to actions developed to suit the personas’ respective needs. These could include interactive videos that showcase the needs of the shopper profiles.
- Tease FOMO (Fear of Missing Out) content: You will want your consumer to aspire to a greater quality and have an emotion of ‘missing out’. To capture the consumer’s attention, introduce an exclusive, niche product with a limited release not only in quantity but for a limited time.
- Engage with customers (Customer-service content): Flash sales have the added bonus of increasing traffic as well as engagement, so it’s important that you or your team are available to answer questions, thank purchasers, and keep the momentum going.
- Data-driven pages for contented consumers is the way forward. Identify using geolocation tools a data-driven and location-based audience that show the most interest in your products. By presenting customised ads to the identified group at the optimal time, it’s a wise opportunity for effective conversion.
From Amazon, GroupOn, Alibaba and others, flash sales are taking the globe by storm. Consumers will no longer be looking at discounts but product quality and range. Mobile and tablets, apparel, footwear and electronic categories will be the most popular products with home furniture and luxury items also on the increase.
By providing consumers with the right mix of interactive and engagement tools, flash sales can be a viable opportunity. With accurate expertise and content that proves valuable, it is the perfect pitch to convert consumers into loyal and repeat ones and who will recommend the site both mobile and on socially.
A little known fact is that most travellers are happiest when they are planning and researching their vacation as opposed to when while travelling. That means their decision-making and emotional contagion is most promising before departure.
Digital video is a powerful tool for targeting travellers during the planning and research stage – the visual impact is useful at conveying a point of view and triggering an emotion-driven action. Forbes conducted a study revealing how people react strongly to emotions and emotion-driven storytelling is most likely to engage broader audiences.
In our following examples, we will show you the most effective ways of creating videos with a compelling story. These videos feature memorable takeaways, inspire curiosity and anticipation, make your potential customers feel significant and engage with their everyday life.
Storytelling that drives emotions will engage well
Destination videos are not just about selling an Instagram-styled dreamy lifestyle filled with places to be “seen and heard” and yawning landscapes. By having a relatable aspiration and believable storyline, audiences enter a “safe zone” where they are more likely to share your story and be an ambassador of the experience. Countries brand themselves with videos that showcase their depth and diversity. In Macau’s Vibrant Moments, Palestine’s Spirituality of Palestine, Colombia’s Colombia is Magic Realism and Hungary’s More than Expected, the art of their storytelling lies in being true to yourself and slowing down to absorb your surroundings. Be it exquisite nature, the peace of calm reflection or high-intensity adventure, travellers want to be able to let their emotions be captured, point of view mirrored and have the story speak to them.
Adopting travel vloggers as your “point person” with a point of view Lending a credible and compelling point of view to your travel video may not come naturally without the right voice so you’ll want to have a travel vlogger do it for you. Enabling an authentic, personalised first-person view experience of a destination is a considerable boost when it comes to enhancing audience decision making. Kombi Life is practical for low budgets, entertaining and humorous, following a backpacker’s four year drive from Chile to Alaska. The hit video series has over 110,000 followers and features a mix of Top Gear-styled guidance with The Bachelor’s sensational drama.
Create impact and calls to action through integration
You don’t want a seamless and visually appealing piece of content faltering. Make sure your viewers aren’t dropping off and respond with the right call to action with a substantial implementation plan.
Combine integration, placement and messaging to see an increase in demand
from passengers, drive bookings and comparisons as well as develop awareness
of your product variants. A video for Visit Denmark allows users to design their
own itinerary based off selected interest and were able to post, share and book
their ‘self-designed’ itinerary. This ability to combine passions, aspiration and
independent decisions makes their video strategy one worth following!
Figure out what exactly your audience desires most so you can craft a story that drives a huge relevance to users with strong persuasion and emotional connectivity. Is it inspiration, freedom, education, practical advice or latest news?
Connecting the loop of emotional connectivity to personal interest to their actions is next wave to audience engagement. Rather than merely giving comments or liking a video, your video will need to have a well crafted call-to-action that gives them the ability to act.
Recognising a misperception among Americans considering Holland as a destination, the Holland: the Original Cool campaign is looking to redefine its reputation in the United States. The video urges using humorous educational points and tapping into American passions, for undecided Americans to travel and see it for themselves.
Make purchase points accessible and interactive
Interactivity drives the human touch which bumps engagement and connects with real-time ease. Having interactive elements in your travel video allow you to focus on the unique and conversational – be it a locally known expertise or product to an iconic attraction. The bonus of interaction will allow content that stands out and resonates with your audience. Wootag has seen more than 15% of viewers interact with products and services due to their relevance which leads to engagements within video for booking and travel planning.
More purposeful campaigns and personalised websites with the help of video
With a website that’s more personalised, visitors can look forward to receiving
content that is more contextualised and purpose-driven. Each site or campaign visit offers a unique experience and users feel contented that they are able to consume the right content that identifies with their thoughts and matches their interests. Spanish Iberian Airlines polled its customers about their dream destinations and who their ideal travel partner would be. It then used the data to create personalised emails to whomever they had identified as a travel companion with a greeting card that contains specific interest points.
Feature interviews/dialogue with locals
Travellers appreciate having an insider tip or opinion in the video they consume.
Be it insider knowledge, special traveller tips or a meaningful conversation, these
videos will have stories that will be shared both on social media and by word of mouth to other travellers. In a travel campaign for Accor Shanghai, the hotel group spoke to residents about the evolving identity and appearance of the city’s lesser known points.
Create storylines that focus on “stress reductors”
Travelling can at times be frustrating and frantic, an aspect which many videos and commercials fail to capture. By weaving practical knowhow and essential trip preparation in a novel and exciting way, your video is likely to see many social shares and have people leave comments and ask questions. According to the New Road to Happiness Study, the following situations are ones that create the most stress in travellers and your video should articulate concerns and provide tips on these topics:
Wasting time figuring things (28%)
Being unfamiliar with the destination (25%)
Managing transportation (21%)
Driving curiosity and anticipation leads to engagement (20%)
Videos with powerful stories increase the likelihood of viewers sharing them as they wish to let others connect. As humans are curious beings with a need to aspire and relate to others, the impact of seeing a place through the eyes of a real person will stir in viewers emotions that translate to distinct calls to action. By creating stories with education and awareness that viewers find meaningful, you’re set for a viewer following that will look out for your storytelling and engage with the relevant actions.
The stakes for content that’s engaging, valuable and memorable are high – and interactive video is taking this tide by storm. As a viewer, going from passive consumer to being proactive in the driver’s seat is a bullet-proof way of remembering the content. Developing a meaningful and personalised relationship means understanding your consumer’s habits, paying attention to how they think and communicating with them so that it isn’t intrusive.
There are multiple ways you could use video storytelling to engage your consumer better be it gathering data and insights about your viewers, finding out how much your viewers know while watching or allowing brands to direct consumers to websites. With the right message framed and storytelling mapped, your video is a vessel for identifying targeted behaviours, tailoring to preferences and seeing end-to-end calls to action.
Here are some freshly minted examples of interactive storytelling driving consumers towards a more satisfying user experience and meaningful brand recall.
Consumer personalisation is the way forward for retailers these days as online shoppers become more selective and sophisticated. In an exclusive interview with The Rundown, Wootag was invited to share insights on personalisation in digital commerce.
Driven by curiosity and a need for relevant content, Wootag chatted with CNBC Asia on how today’s user experience will direct users to the touchpoints and calls to action that are most suitable. Overall, the ease and functionality of the user experience is of utmost importance.
Be it directing them to a nearby retail store or giving suitable links about an item of interest, Wootag delivers an experience that is designed for and driven by consumers. When asked about how Wootag differs from other platforms that may be too “have a backlash without having someone sell something”.
Raj Sunder, CEO and founder of Wootag says, “It’s important to always show the relevance.” Mr Sunder also gave the example of Dan Murphy creating the real-time impact of the human touch.
Mr Sunder adds, “The brand campaign went live during Christmas last year and found human tabs more richer for product A as compared to product B and hence entered a partnership with an e-commerce store to give more discounts for product A, hence hiking sales in a short time. The type of personalised insight into data will allows retailers the power to decide which product to ship during flash sales for Black Friday or Christmas.”
Overall, Wootag strengthens the reach and user-friendliness of businesses by giving interactive tags throughout the video, allowing brands to sell products directly on video and yielding richer user engagement and ROI data.
The demand for content personalisation intensifies as audiences grow more transparent in their choices, varied in their interests and inconsistent with their buyer behaviour. There are language and cultural differences faced when scaling globally and within each market, you can segment audiences through numerous indicators.
Regardless of the industry you work in or your interests and consumption habits, there is a wealth of content in the marketplace customised to your individual needs.
Making sure the content is identified and consumed by the right person and followed with the right call-to-action requires a careful marketing mix of product relevance and personalisation.
Wootag was recently honoured as ‘Marketing Technology Company of the Year’ by Mumbrella 360 Asia for the platform’s capability to help brands scale to market and expand to new audiences. The platform also supports brands in developing their engagement, interactivity and visibility in Asia.
At the Transperfect Global Content Forum, Wootag had the opportunity to sit in on the sessions and gleaned some takeaways on what it takes to succeed in the fast-moving global content space.
Honouring the brightest, boldest and most innovative in advertising, digital media and beyond, the Mumbrella 360 Asia conference had a strong focus on the ever-changing world of content marketing.
Wootag was thrilled to be named ‘Marketing Technology Company of the Year’ and be placed in the league of brands that are recognised for their ability to engage audiences through a combination of content and product relevance. The platform received the accolade for allowing holistic 360-degree views of the product, creating a culturally aligned user experience that resonates with viewers and product intelligence around the brand’s touchpoints.
The speakers, including those from Reuters, VICE, Buzzfeed, Click2View, BBC Storyworks and Under Armour Sports argued for the importance of content that is culturally relevant, unique and useful to a specific target and that produces something that is actionable and authentic.
Wootag had the opportunity to sit in the sessions and here are observations that make for good food for thought.
The Mumbrella 360 Asia awards is the industry metric for the most innovative and most creative players in the media, marketing and advertising industries, and beyond. Wootag is deeply honoured to receive recognition as ‘Marketing Technology Company of the Year’.
Using video touchpoints and real-time insights, brands are propelling towards interactive video for develop closer ties and relevance to their user base. Brands that understand the tensions that customers are facing and regard their time and decision-making as paramount will have the highest audience engagement and succeed in market penetration.
Raj Sunder, Founder and CEO of Wootag says, “Wootag is pleased to be able to help brands create more well-synced and available touchpoints and help scale their audience engagement and data insights. Video interactivity will be the force driving their overall brand integration and technology to help them be more personalised and culturally relevant.”
Audiences are becoming increasingly fragmented and detached in today’s digital space. They hold autonomy and discretion of which content they wish to consume and the content that they engage with most will be the ones that get top-of-mind and global reach.
Indeed, in this day and age of excess, quality content that is useful and unique, timely or taps on technology to project a memorable personality will be the champions of audience engagement. Hence, technology has an increasingly powerful impact on determining audience emotions or driving their curiosity. Similarly, its power sees brands strengthening their relevance and loyalty among followers.
Real-time responsive advertising in London’s Piccadilly Circus
Many of today’s heavily populated cities are conceiving new ways of engaging with audiences that are responsive to urban lifestyles and that fit to the pulse of changing consumer behaviour. Particularly, merging video with technology to activate personalisation for brands.
In London, a city whose identity is constantly evolving, and where the competition for creativity is keen, it’s a tough act to keep audiences interested, engaged, and most importantly, take action. The iconic screens of Piccadilly will soon be equipped to display targeted ads and engage with audiences based on tracking ages, genders, social sentiments and moods of the group.
According to the Verge and Wired, brands making an entrance on the rotating interactive screen include Samsung, Coca-Cola, Hyundai, and L’Oreal.