End-to-end creative service leaves client clapping hands with glee.
We heart creative
When REIQ came to us with a basic campaign concept, we could hardly contain our excitement. They were looking for a successful consumer marketing tool to promote their new property search product, drive significant traffic to their website and to their property search product, and they wanted it styled in a retro/vintage way, inspired by Drapht’s “Rapunzel” clip (which we love!). They also wanted to generate significant interest through social media and sharing.
Let’s make a video
We proposed a campaign video, which REIQ loved, so we set to work. We did everything, from the original storyboarding, through to illustrations and sound design, and super overlays.
As per the brief, we envisaged and brought to life a funky animation based on a series of (almost puppet-show like) sets that show different scenarios and locations. Each location transitioned into the next in a highly dynamic way.
This campaign was all about fun. We imagined almost folding in and out of the scenes, through windows and doors and changing angles. We wanted to create the mood of something warm and homely (reinforcing the property search theme) but modern and quirky at the same time.
We commissioned a series of original beautifully illustrated characters, which also moved through the sequence. The characters were designed to have very simple, exaggerated movements and expressions. We created these characters to loosely match the demographics of the client target market (without being clichéd), so the target audience would identify with them to some degree.
Keeping on brand and in tune
We tied everything together with the key brand elements and colours, to ensure it related to REIQ’s corporate identity, while ensuring the video remained a creative and visually stunning piece that doesn’t look ‘corporate’.
We also created a completely custom music track. Sound is so essential in creating a mood, and we have a great sound designer. We asked him for a very contemporary, funky soundtrack, with some really interesting effects worked in (including the sounds of a window opening and a mobile phone ringing) to bring back the theme of ‘home’.
Our final suggestion was a hook to help the concept take off. REIQ took our advice and ran a competition with $10,000 as the first prize. The result was a huge increase in web traffic, and REIQ substantially increasing their email database, which not only made this campaign a success, but it has also provided great leverage for future campaigns.
