Showcasing Difficult To Film Products Through Animation
GCP Applied Technologies, part of St Gobain, creates high performing, sustainable construction products. In their very nature, their products are difficult to film as they are usually underground, inside bridges, or protecting roof structures. To help Tell It Better, we made their product the star of the show.
The opportunity
GCP wanted to create a suite of MarComms materials that could be used across the globe in their product line, starting with the Eliminator bridge deck waterproofing system. Within this product line, they had a new innovation, Bond Coat 4. Their latest product was to be launched at an upcoming trade show; merely weeks from the commencement of the animation project.
Their previous marketing materials hadn’t been refreshed for a number of years, and so they wanted to take the opportunity to start from scratch and find a new visual style. They’d done their competitor analysis and knew the bar they wanted to surpass and entrusted us with that challenge.
What we did
As the first project in a series, it was vital to set the creative approach - and design style - that met the brief. Clean and globalised. Not specific to any one country. Refreshed and timeless.
With the approach approved, and stakeholders excited, we created a 2 minute explainer video that would cover the product, the ecosystem it belonged to, the challenge it solved, and why the audience would choose the market's most premium product. The main use case for the video was at trade shows and in sales meetings, so it was important the video kept it short and sweet. More detailed information could and would be delivered in-person.
The outcome
Our client was thrilled. Their global sales team was excited. The company saw what was possible in MarComms, how it could align departments, showcase products and bring people together. When used at its primary function, the product launch and reveal at an industry event, the client said it worked exactly as they had hoped.
The positive outcome for the client has led to the commission of two further projects.
Evangeline Luxton
Global Marketing Manager
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