About the client:
SHARP is a global consumer electronics manufacturer originating from Japan.
Size of the organisation:
Poland – 500+ employees
World – 48,000+ employees
Company departments involved in the project:
End client: Sharp Consumer Electronics Marketing Department, Marketing Manager CEE.
Agency: Mindspot Communication & Media – campaign concept, coordination, communication activities and social media promotion.
Animation: ExplainVisually – develop the concept and create the animation.
Challenge:
Explain the technology of safe, balanced air ionisation in a simple, visual way.
Reach potential brand customers, as well as journalists and influencers.
Due to the level of complexity of the technology, a lot of care was put into making sure no factual errors were present in the final material.
Moreover, it was necessary to prepare the animation so that it would be understood by people with varying levels of technical expertise.
Objectives:
- Demonstrate Plasmacluster technology and explain why it is the premier choice in the fight against air pollution in home and office environments.
- Demonstrate how the technology lowers the risk of infection by viruses and bacteria, and reduces exposure to airborne allergens.
- Emphasise that Plasmacluster technology is a unique feature of SHARP appliances.
Solution:
We started by gathering key information about the target audience, the product and the technology behind it through desk research, and workshops with the client. Then we turned the materials into a neat story, the content of which we refined together with Mindspot and SHARP.
The next step was to create a storyboard and select the characters. As the main audiences were parents of young children and office building managers/owners, they became the protagonists of our film.
At this stage, we also selected a metaphor that made it easier to understand how the PlasmaCluster works. After consultation with the client, we opted for a superhero character who shoots viruses, and kills them.
In the animation, we also highlighted the inspiration from nature, that led to the creation of this technology. We then brought everything together in one cohesive animation that told the story of the technology in less than a minute and a half. You can view the animation below:
Results:
The video footage made its way to the front page of major online websites. Moreover, it was sent directly to journalists and influencers, who prepared articles based on the video, generating even more buzz.
SHARP also ran an extensive advertising campaign using the video animation in social media and on YouTube. The animation made by ExplainVisually was also used at trade fairs and exhibitions in Poland and abroad.
Client comment:
What was initially intended to be a one-off collaboration resulted in 4 projects.
The supervisors and animators working on the commissioned material displayed a very strong understanding of the goal we wanted to achieve and delivered high quality video while maintaining a consistent and enjoyable style.
Magdalena Szulowska
Marketing Manager CEE, SHARP Consumer Electronics