Five things that make a marketing video effective.

This video is very effective.  It’s fun, it’s memorable, it’s evocative and it’s something that you want to share.  It informs you, it engages you, it moves you and it’s very well done. Wow.

Sponsored by RIOTUR, the City of Rio de Janeiro’s tourism authority, this video was created to support RIO’s bid to host the 2016 Summer Olympics. RIO won the bid making it the first South American city to host the Olympic games. I have to believe that this video contributed in at least some small way to RIO’s successful bid.

Like Paris, San Francisco, Vancouver and Venice, RIO is blessed with iconic scenery and natural beauty so an argument could be made that creating a video to promote the city shouldn’t be that difficult. There’s more to it than beautiful shots, however. This video works for a number of reasons:

1. There’s a strong story-line that carries the video. By story-line, I don’t mean ‘boy meets girl, boy leaves girl, etc.” The story-line is much more subtle in this video, but just as important. Music is at the heart of the video. Music not only sets the mood and pace of this video, it becomes clear that music is a core element that makes up the character of the city and the people of RIO. That’s the story being told. Music is an integral part of the culture. That’s a very compelling story.

2. The video is engaging. You want to watch the video, you are interested to see what comes next. This is a difficult thing to do in a video – make the viewer want to keep watching.

3. It solves a specific business problem. The business problem for the Olympic committee was ‘what city do we chose for the 2016 Olympics?’ RIOTUR provides ample reasons for IOC judges to consider RIO as the 2016 destination city: RIO is a ‘lifestyle city’ as evidenced by the myriad of activities shown in the video; RIO has a strong and obvious tradition of sports; RIO already has existing sporting facilities that could accommodate some of the different events; RIO will be a huge draw as a destination for travelers which will ensure that the games are well attended; and like the Vancouver Winter Olympics, the natural beauty of the hosting city will certainly have a halo effect on the games themselves.

4. Simple message. Show me don’t tell me. No talking heads, no spoken words, no happy talk or marketing bluster, just a compelling video highlighting the people, the lifestyle and the beauty of RIO all centered around a theme of music and culture.

5. The video is very well produced. From the inclusion of familiar iconic scenary like the cable car to Sugarloaf Mountain and the Christ the Redeemer statue overlooking the city to an array of lifestyle and beauty shots of the city and it’s inhabitants, this video covers all bases.  A clever concept interweaving a combination of sound and music is complemented by beautiful cinematography and great editing.

I don’t know the name of the company that produced this video but they deserve a lot of credit for helping RIO win the 2016 Olympic bid.

9 thoughts on “Five things that make a marketing video effective.

    • That’s a fair point Jeremy. The challenge is to produce the most effective video within your budget. The budget to position your country in it’s best light in order to win an Olympic bid is considerably higher than the budget to introduce a new neighborhood service. I agree that it’s the idea that ultimately carries a video, not the production values. This video, IMHO, is an example of both great ideas and great execution.

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