#COMMUNICATELENS: 3 JULY 2019
Every week, Communicate will examine the highlights in film communications and content. For more from #CommunicateLens, follow @Communicatemag
At AXA’s yearly Health Tech and You Awards, the insurer recognised an entire category of winners dedicated to technological advancements in the fight against dementia. Partnering with Motitech and the Sunday Times, AXA has now introduced a care home-based initiative to support elderly patients, particularly those with dementia. The technology allows people to exercise on a fitness bike, while watching an immersive video of places, from far-flung exotic locales, to their local streets and pubs. The setup both improves physical mobility as well as mental resilience.
The Sunday Times took part to broaden the reach of the impact these technologies can have on people’s lives. “Innovation in technology and dementia care has enabled us to detect and manage the condition in ways that just weren’t possible before. Companies such as Motitech, Aparito and Cognetivity are providing solutions that improve cognitive ability as well as physical and mental wellbeing for elderly patients and those living with dementia. The result is a better quality of life not just for the patients, but their families and the staff looking after them,” says Eugene Farrell, mental health lead at AXA PPP healthcare.
Part of the Direct Line Group, Green Flag is a sister brand to the characterful Churchill and the well-recognised Direct Line flagship. Often lost among other offers within the group and beyond, Green Flag has been focusing on a communications strategy designed to stand out. As part of this, the company has worked with communications and marketing company Engine on an ad campaign with key messages designed to position the brand as the ‘common sense’ choice for car insurance.
The humorous spot is visually engaging, providing a key point of difference from other insurers. It is also designed around the audience and its needs – chiefly people who want good insurance and service, but don’t want to understand the technical complexities of how that happens. Engine called the campaign ‘hard to ignore,’ and Candace Gerlach, head of marketing at Green Flag, adds,”Since launching with our new creative platform in 2017, we’ve learnt a lot about what resonates with our audience and have been able to iterate and optimise over the last few years.”
Working with News UK’s Bridge Studio production team, Kia is communicating on a platform of the power of surprise. Yet, the first major production under that new direction is not as upbeat as it may sound. The first of what will be three short films is a 12-minute drama about a son and his mum, driving through the Scottish countryside in a Kia. The story unfolds between the two characters in a dramatic setting and with emotional writing. Each film will be supported by content by the Times and they will be available on Sky Go and Sky On Demand through Christmas.
The emotive approach is developed to build connections between the viewer and the Kia brand. Rather than focusing on the cars themselves or their merits – as with much of automobile marketing, the content-driven approach is specifically designed as a brand-building exercise. The native content will be supported by TV ads as well, crafted exclusively for Sky.
The words ‘English’ and ‘wine’ have only recently begun to be connected with some of the finest wines on offer. One of those leading the charge in developing English wine is Nyetimber, a sparkling wine producer in West Sussex. To do so, it has partnered with design agency Deep to introduce a series of films supporting its summer campaign. Two advert-style films have been released focusing on a lifestyle approach to the brand. But a third is where Nyetimber tells its brand story. Working with illustrated Matt Richards, the location and its wine-growing heritage – as well as the vineyard’s more recent ownership – are shared through inky drawings and illustrations. The ink drops, sketched lines and black shading has created a longer 2-minute film as well as a series of gifs for use across social.
By taking a storytelling approach, Nyetimber is able to elevate the status of English wine while educating audiences as to its heritage and provenance – key messages in alcohol communications. Louisa Corben, head of marketing at Nyetimber, says, “This campaign is designed to communicate the authenticity, elegance and grace of the Nyetimber brand and its position as the pre-eminent English sparkling wine, while driving brand awareness to new heights by speaking to both existing and new audiences. With a strong focus on digital and social activation, the campaign embraces the brand’s omnichannel, marketing-led approach.”
Last year, the Scouts introduced a new brand and strategy, focusing on ‘Skills for life’ and addressing a broader audience than it had been reaching. The rebrand had the aim of increasing engagement from parents, encouraging more scouting involvement in BAME communities and modernising the approach to scouting. Now, in a followup campaign, the Scouts have unveiled a new film, ‘Ted’s Story,’ that highlights the relationship between a father, his two children and the Scouts. Shot entirely within the context of the family car, the film offers a touching, yet not maudlin portrait of a scouting family.
The film is part of a media, social and press campaign that is focusing on encouraging parent volunteers as the waiting list of young people hoping to join the Scouts is at 60,000 – an all-time high. The Scouts worked with production company 3angrymen on the film. Director Laura Scrivano says, “The concept really hooked me in from the moment I read the creative. I loved the humour, warmth and family dynamics. This is absolutely a film for parents, watching your child grow is such a joyous, tiring and emotional experience.” Supporting the production was Scout ambassador and actor Warwick Davies, who offered prop-making, acting and film workshops to the Scouts who took part.
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