There are many reasons why this video will turn into a lucrative business. It also inspired other brands to try and emulate the video ad concept with success. Let's ignore for a moment that the content they offer is extremely valuable to a broad audience, and focus on video ad creative and implementation. The video is almost a parody of traditional advertising, where everything is presented as perfect, shiny, and good. The ad is blatantly honest about its own imperfection and mundaneness. This works because the target audience is the average person who cannot afford a perfect product or service.
The setting is modest, but obviously not perfect either. The industry email list founder, Mike, seems to have jumped out of a certain TV series. His proud, calm, confident exterior fits the image of the small-town American hero very well. Everything with a great sense of humor. But make no mistake, the makers of the video deftly weave social values into the plot. Watch out for references to history, social equality, and employment. This is an example of advertising marketing video before it dominated the digital video space. However, it's a good story, and we think it applies to a new type of software today as well. In fact, this idea appears in many promotional ads for digital tools: Someone forgot or screwed up, and a new innovative digital tool could save their day.
Why does it work? The corporate setting of the video clearly and unmistakably identifies the target audience. Young, ambitious entrepreneurs immediately see themselves represented. Content marketing is about showing, not telling . The idea of putting stories in elevators shows the tool's highest value proposition without putting it into words. This is actually an elevator pitch. Microsoft wanted to emphasize how quick and easy it is to create reports, and found the ideal location: when going up the floors of an office building. The camera shows the function in action. By doing so, the video not only claims to be fast and easy to use, but also provides proof. The older business person in the elevator repeated, My spreadsheet won't do that, presenting an additional value proposition.