With strategic use of audio, we helped Maersk Line to express their DNA, create synergy, and provided more effective brand communication. At the same time Maersk Line became very cost efficient on all communication channels. And Maersk Line now own the rights to all their sound world wide.
With a strong AudioVisuel Identity Maersk Line can communicate fast, cost efficient, and consistent.
Läkerol has been making people talk for decades with vey successful TV campaigns. But TV is no longer the talk of the town, and Läkerol wanted to keep the conversations going on new media.
So they approached Chimney with a brief:
Create a commercial that is custom made for YouTube True View.
In traditional storytelling the audience has to wait until the very end to learn that “the butler did it”. But in a fast moving digital world the audience have limited patience, and chances are good that they’ve skipped on to the next film long before the murderous butler are exposed.
So we set out to try something new. We cut the commercial in the traditional way. Setting the scene, building up characters - and at the very end deliver the pay-off.
And we cut the commercial where the payoff was delivered and Läkerol was introduced within the first 5 seconds. And then show the build up.
We ran the two versions on YouTube True view and the results were striking.
In two months the commercial had 2 millions views – and out of those views the reverse version counted for 75%.
Telling the story in a new way simply made the audience stick. And the reverse version counted 70% of all the shares. Furthermore the video generated 135.000 clicks from people who wanted to see more.
And 1.750.000 out of the 2.000.000 views was within the target audience – male and female between 18-34 years.
All in all that means that the share volume of in target group views are comparable to prime time television advertisement - Needless to say, this was way more cost efficient.