Case study: GP Cars – Why it’s all about the context
One year ago last month we finished an incredible project, GP Cars. The journey it took us was like a crazy car ride, learning new tricks at every corner.
The response has been phenomenal. Not only has it created awareness for GP Cars potential customers, it has been used internally to prepare the sales teams and used to recruit staff, ensuring each staff member understands the real core of the business.
GP Cars started with thinking from their personal whys, whats and hows. They decided that this video would be part of their bigger marketing plan and it was important to create the context around it. This would then ripple through the rest of their marketing. They would ask questions such as what was the benefit? What is their purpose? When are they most happy? This created their context, which made people understand what they were buying into.
Creating these foundations exploded through to their other marketing. You can read it in their web copy, hear it in their telesales, see it in their logo. It was only natural that it was felt in their video script. The appropriate, engaging visuals took inspiration from their existing brand, (which were created to supported their context.)
The result is a clear, direct video that is spoken from the heart of a business. In its first 3 months, £2,500,000 worth of cars came into stock.
It has inspired staff, excited an audience and given GP Cars a way of communicating who they truly are. Not many business can say that.
What do you think? What is the context of your business? What is your vision? Who are you?
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