Build a Lasting Connection with Your Clients Through Animation
Published on Feb 23, 2017
As a marketer, building relationships is one of the most important steps in producing effective content. When your customers see your value, trust you, and feel connected to you, they’re more likely to choose your products over those of your competitors, take chances on your new releases, and talk you up to friends and family members. However, accomplishing this may be easier said than done.
When your brand first launched, you may have been able to share a smile and a handshake with everyone who crossed your path. However, as you grow, this becomes next to impossible. There’s no way to reach out personally to every single customer or prospective customer that you encounter, so building a lasting connection often takes time, energy, and, most importantly, creativity.
The Secret to Lasting Connections
Consumers see and hear hundreds of advertising concepts a day, on television, on the radio, in the newspaper, and on billboards around town. Digital marketing has only amplified this phenomenon, providing countless ads across mobile and desktop devices. With such prevalence, it takes a truly unique concept to break free from the static and leave a clear impression.
Every company you see on a daily basis, no matter the message in their marketing, is trying to stand out, complicating your end goal. In addition, many larger companies have advertising budgets smaller teams can’t touch, making your objectives all the more frustrating to achieve.
So, with a limited budget and big competition, what can you do to make a statement?
In a world where live action dominates, few companies are taking advantage of the promise in animated advertising. With the ability to transcend reality and illustrate concepts clearly and cleanly, animation can do what other forms of media cannot. This is especially enticing for companies who don’t have millions to invest in advertising, providing an affordable and effective way to send a message that keeps customers invested.
When you want to build lasting connections that outshine your competitors, animation is the secret weapon you need in your arsenal. Here’s how animation can create an ad campaign your audience will love.
Some companies offer exciting products and services, and that’s great. Customers love exciting concepts. Other companies, however, do not operate in particularly captivating industries. This isn’t a critique – there are plenty of necessary but generally uninteresting functions in the world and someone has to do them – but rather a reality facing thousands of brands across the country.
Companies that work in industries that are not overly engaging to the average consumer can often feel stifled or pigeonholed, especially when it comes to advertising. After all, why bother spending money on an advertisement that no one is going to watch? With animation, however, you can take even tedious topics and make them worth watching.
Aquatec, for example, is a top provider of pressure sewer systems in Australia. Despite the importance of their services, most consumers do not want to watch live action footage of sewer systems, making traditional advertising outlets a challenge. This creative animated ad easily overcomes this shortcoming, however, framing Aquatec in an engaging and interesting manner. No matter the public’s interest level in your product, animation can add the excitement you need to draw viewer attention.
Move Past Live Action
Humans, as amazing as we all are, are quite limited in our capabilities. We can’t jump over buildings, fly like birds, or cast spells on our unsuspecting enemies. With animation, however, anything is possible. Building a fantasy world take a lot of effort in a live action shoot, but animation is easy, offering limitless boundaries to illustrate your ideas.
When you want to utilise concepts outside of the bounds of reality, animation can help you get there. Wilderness Society’s Save Our Endangered Animals campaign is a great example of this, utilising fully hand-drawn artwork to incorporate a highly illustrative approach. In the ads, humans wear animal onesies while interacting in human environments that gradually deteriorate, drawing parallels between homelessness and the slow destruction of animal habitats in Australia.
These powerful advertisements use animation to achieve what live action can’t do. Humans in costume are relatable and, quite frankly, adorable in the animated videos but would look both strange and silly in a live action shot, diminishing the message of the campaign. The illustrated qualities in Wilderness Society’s campaign add a gravity not otherwise available, creating a bond with viewers in a way only animation can accomplish.
An emotional bond is a big part of effective advertising. When you can convince your customers to care about your message, whether that means seeing the good in your products or services or connecting your offerings to an important issue, you’re more likely to leave an impression.
For companies that work with tough subject matter, it can be hard to create a compelling advertisement that doesn’t make viewers feel uncomfortable or awkward. Animation can be effective here, softening the sharpness of an otherwise challenging subject. Take, for example,Child Wise, a charitable organisation that works to prevent child abuse and exploitation through awareness. This topic can be very hard to discuss due to its sensitive nature, but animation can take a delicate approach, lessening the realism in a way viewers can appreciate.
Through an advertisement campaign that uses animation, Child Wise has been able to connect with young people, providing valuable information in a clear, concise way. This approach has allowed Child Wise to communicate with parents and children alike in order to effectively promote prevention techniques and safety tips. The very moving Polished Man used this strategy as well, creating an emotionally gripping portrayal of the devastating impacts of abuse through the eyes of a victim.
When it comes to interacting with customers, you want to send a message that can be trusted. Without a position of authority, it’s unlikely your audience will trust what you have to say. Many companies favour live action, using a face to face conversation to show off industry expertise. However, a spokesperson simply talking to a camera is not usually the best way to achieve the authority you desire.
Advertising can position you as a leader in your field, creating the perception that you know more than everyone else. An animated video is very effective in this space, using a voiceover approach that shares necessary information while still telling a compelling story. Zenith Interiors makes this easy, utilising stylised yet realistic human and office concepts to demonstrate value.
By using professional imagery and a clear voiceover, Zenith is able to position their brand at the forefront of the office furniture industry. The design concepts depicted in the video clearly demonstrate the creativity and thoughtfulness that will go into every interior installation, making an authoritative statement with animation in a way live action can’t match.
Experience Animation in Action
A good advertisement can do many things. It can sell your products or services. It can attract a new audience. And, most importantly, it can build impactful relationships. With animation as a strategy, it’s entirely possible to achieve all of these benchmarks, offering a creative concept in an uncommon medium. Instead of zoning out during another basic live action production, prospective customers will be immediately drawn in by your use of animation, creating a concept that can hit the mark.
By taking advantage of emotions, creativity, humour, and fantasy, animation can exceed your marketing expectations, building connections that will last. Want to see for yourself? Contact Jumbla today and let our animators show you the power of inventive advertising.