“If I put the real price I don’t get any customer.” Ha! Ouch.
Wind Mobile is in the process (pending CRTC approval) of launching a new mobile service in Canada. One of their key differentiators will be not locking people into ridiculously long service contracts. (I believe the good people at Bell, Rogers and Telus have currently all agreed to handcuff users for three year terms.)
Wind is pre-launching with promotions that go after the ‘mobile services indignation niche’ – that’s a big market in Canada.
Here is what Wind didn’t do:
1.They didn’t hire some Windbag to get in front of the camera and try to convince you that Wind will have the “best combination of mobile features in the country”.
2. They didn’t associate themselves with cute or exotic animals.
3. They didn’t clutter up their promotion with excessive information or complexity.
What they did do is present a single scenario that everyone can relate to and they associate that scenario with the frustration and absurdity of the current moderately competitive (at best) mobile landscape that we all have come to accept as the status quo.
Simply telling your audience that things are out of whack and that Wind has a better way would have had limited value. Showing your audience your key differentiator by means of a simple, but powerful example is a far more effective method of soliciting a visceral reaction (and also a great way to highlight the key benefit of using the new Wind service.)
The video also benefits from being fun to watch. A great example of ’show me, don’t tell me.’
Jim: You make a great point here. The big mistake that most people make is not engaging with the audience in a compelling way. I always like to think in “surprises.” If there isn’t a surprise in your web marketing video it’s probably not going to be remembered or spread.
In terms of storytelling this video that you post is a neat example of making a terrific analogy. I’ve been reading Chip and Dan Heath’s Made To Stick and there are wonderful examples in there that every marketer should read.