Brand video is a video that carries not only your brand belief, identity and position, but most importantly, your story. With an outstanding brand video, people can get access to your thoughts through different means from online platforms to traditional media, and it can help you to achieve more than you could imagine. Equipping your business with brand video is essential, and could be a boost for you to get through the bottleneck, or a kick start of your exceptional business idea.
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香港科技園公司(香港科技園)成立於2001年,一 直致力營造富有活力的創新及科技生態圈,積極連 繫各持份者,培育科技人才及促進交流協作,帶動 創新發展,為香港以至整個區域締造社會及經濟效 益。其五大核心價值分別為精益求精、積極主動、 協同合作、創新進取、誠實守信。
香港科技園最近銳意改變其企業形象,因此需 要打造全新一輯宣傳片向持份者及公眾全面解釋其 角色及貢獻。他們將此重任交托給我們。由於內容 訊息量大而且複雜,我們必須精心打造視覺影像, 以便有效地將訊息傳達給觀眾。身處大數據時代的 觀眾面對資訊泛濫,要抓住他們的注意力,內容必 須簡明扼要,並可帶來直接的影響。
宣傳片的目的是推廣香港科技園的新品牌形象,以 及提升其知名度,同時亦要清楚地闡明香港科技園 對香港科學及技術領域的貢獻,並吸引廣大市民及 國際遊客使用其設施。宣傳片必須透過不同平台傳 播,以配合香港科技園的不同市場推廣策略。
內容透過Facebook、YouTube、香港科技園網站等 網上平台傳播,同時亦推出電視廣告,以及設置街 頭宣傳攤位。我們採用具吸引力的故事來講述香港 科技園的使命。在流動通訊時代,透過影片故事講 述內容是最有效的宣傳方式。由於宣傳片包含大量訊息,動感資訊圖表及鮮明的動畫角色能夠以有趣 的形式展示數據及資訊內容。
採用動畫資訊圖表能夠確保並加強品牌在整段 宣傳片中的一致形象。摒棄以往慣用的真實演員及 現場拍攝模式,動畫資訊圖表展現了香港科技園在 企業品牌推廣的創新視野。資訊圖表亦能簡化複雜 而嚴肅的B2B資訊,讓觀眾更容易理解內容,帶來 耳目一新的感覺。
以「創意點亮世界」作為開場白,宣傳片繼而透 過每個人都認識和具有象徵意義的創新技術發展 歷史里程碑來開展故事。我們亦配合飛機發展史的 影像來講述如何實現意念,最終讓夢想「起航」。
我們在故事的開首帶出積極正面的訊息──堅 持不懈、從失敗中學習是創新成功的關鍵,資訊內 容亦巧妙地融入故事當中。此外,動畫資訊圖表亦 能刺激觀眾的聯想及想像。
我們打造了一系列代表著不同職業及持份者的 角色,以配合香港科技園的企業形象。這些角色的 形象立體鮮明,易於辨認,使宣傳片更有趣之餘,亦 有助於最短的時間內傳達最多的訊息。例如,科學 怪人代表具冒險精神的實驗、愛因斯坦代表了技術 創新及學術界。他騎著單車走過不同的場景,將訊 息連接起來,並帶出合作的理念。採用動感場景轉 換不僅為吸引觀眾注意,更希望令觀眾將不同訊息 聯繫起來。具直接影響力的視覺設計及動感設計能 夠準確透過特定畫面來吸引觀眾的注意力,有效提 升品牌宣傳片的效果。
宣傳片的所有版本在Facebook專頁上的點擊率, 較其他同一專頁上的影片高出超過600%,證明以 資訊圖表影片傳遞嚴肅的B2B內容深受廣大觀眾 歡迎,打破傳統方式來建立全新企業形象的成效顯 著。
在整個製作過程中,必須留意每個部分的細 節,宣傳片的劇本、每個動作、視覺及音響效果必須 盡善盡美,以打造出具吸引力的故事。市場上充斥 著各式各樣的宣傳片,我們相信,只有高質素的品牌 宣傳片才能在激烈的競爭中脫穎而出。
The Hong Kong Science & Technology Parks Corporation (HKSTP) was established in 2001 and has been contributing to Hong Kong’s science and technological innovation ever since. Its vision is to create an innovative and technological ecosystem that benefits Hong Kong socially and economically.
Its mission is to connect stakeholders, facilitate collaboration and act as a catalyst that opens up new possibilities to accelerate technological innovations. Its five core values are excellence, proactive, collaborative, enterprising and integrity.
As HKSTP recently revamped its corporate identity, it saw that it was essential to have a mission video that thoroughly explained its role and contributions to stakeholders and the general public. Therefore, it approached us (eMotionLAB) with this challenge.
Our meticulous curation of HKSTP’s complex content was required in order to visualise the large amount of content and articulate it effectively to viewers. The content had to be concise and have a direct impact. In the era of big data, viewers are overwhelmed with information, therefore, not only do they have short attention spans, but are highly selective with what they receive.
Objective: The mission video had to promote HKSTP’s new brand identity and raise public awareness. It also had to clearly articulate the contributions of HKSTP in Hong Kong’s science and technology sector and appeal to the general public and multinational visitors so they would visit its facilities. It had to be designed to cater for HKSTP’s various marketing strategies to distribute on different platforms.
Strategy and execution: The content had to be distributed on digital channels such as Facebook, YouTube, HKSTP’s website, TVC and also showcased in exhibition booths during roadshows. We employed a compelling story to present HKSTP’s mission. Video- based storytelling is crucial in the mobile age, as a story is the key that drives content forward.
With the massive amount of information the video had to include, infographics with dynamic motion and iconic character animation was the most effective way to visualise data while making the functional content engaging.
The advantages of using illustrated infographics are that they ensure and reinforce a consistent brand image throughout the entire video. Utilising illustrated infographics breaks away from the conventional approach of using real actors, and live action shooting demonstrated HKSTP’s innovative vision in branding its corporation.
Infographics are also a refreshing solution to simplify complex and serious B2B information making it much easier for mass audiences to understand.
“Ideas shape the world” was the catchphrase we used as an opening line for the video. We continued to tell the story by fully exploiting iconic milestones in the history of technological inventions that everyone could relate to. We coupled the narration about how ideas progress and are eventually made to “fly” with visuals showing the history of the aeroplane invention.
The motto that perseverance and learning through failures is the key to succeed in all journeys of invention was gently embedded into the introduction of the story, thus setting up a positive and motivating tone to what was to follow. Functional content was artfully integrated into the structure of the story, in order for meaning and information to expand at the viewers’ end. The ability to provoke associations and imaginations is also a strength that illustrated infographics possess.
We developed a full set of characters that represented different professions and stakeholders of HKSTP that aligned with its corporate image. The characters were designed with symbolic features, so they were easily recognisable. Iconic characters were deliberately utilised to make the infographics video more entertaining, but at the same time, they helped to convey the most within the shortest time. For example, Frankenstein signifies adventurous experiments.
Albert Einstein embodies technology innovation and the academia. As he rode his bike through different scenes, this character linked up information and brought out the idea of collaboration.
In our design of dynamic scene transitions not only did we aim to trigger emotions, but also to engage audiences to create associations between different information. Visual designs with immediate impact, and motion designs that accurately direct audience’s attention at the exact time on specific screen positions, was crucial to the brand video’s effectiveness.
Results: The Facebook views of all versions of the video generated more than a 600% hit rate than other video content on the same Facebook page. This demonstrated that when serious B2B content is presented as an infographics video it is something preferred by mass audiences. This forefront vision to break away from the conventional approach to revamp its corporate image was inspiring.
A compelling story had to be crafted with the highest attention to detail in each part throughout the entire process to get perfection.
The story script, each motion, visual and audio element in the infographic video went through an exhaustive design process. We believe that only high quality brand videos can stand out in a competitive market that is flooded with all kinds of videos.
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The AbundantWhale Infographics Video introduces AbundantWhale’s meaningful mission to act as a platform for those who are unable to afford their medical bills and raise funds to alleviate their financial burdens.
The use of illustrated infographics video provides an alternative and more effective solution to build up a strong corporate image, as it ensures and reinforces a consistent brand image.
The use of motiongraphics also serves as an effective alternative method to conventional live action video shooting. It is a more dignifying approach to encourage donations and to lend a helping hand to those in need than the conventional approach of showing images of fragile people to inflict pity or even guilt.
The AbundantWhale Infographics Video utilizes a more graciously free-handed visual style to present such serious and medical related content, thus giving a more thoughtful and compassionate touch to the video
The HKF&DA Brand Video encapsulates the mission and profound history of the organization through its compelling storytelling.
The HKF&DA brand video combined live-action video shooting with motion graphics. The live-action footages depicts various life fragments revealing the intimacy between human and their furnitures, evolving together as time changes, giving an emotional touch to the video. Motiongraphics are designed to align with the association’s brand image. The use of motiongraphics facilitates excellent branding opportunities as the motiongraphic elements strengthens the brand image.
It is crucial that the HKF&DA tells its authentic story through a well-crafted brand video in order to project a professional image representing its members.The brand video allows the association to be “always on” in order stay relevant in the era of big data, thereby serving as an indispensable tool to promote its mission and recruit new members.
In an era where disruptive innovation is the inevitable trend, digital platforms were once the emerging, and now has already emerged. Commercial corporations and nonprofit organizations alike, must be well prepared to withstand the upcoming disruptions.
The HKF&DA brand video is an excellent example that a high quality brand video is an indispensable tool for non-profit organizations. It is an asset, that can be distributed through various digital channels thus increasing their exposures and communicate their missions to the mass audience.
eMotionLAB Brand Video