EN Corporate Videos: Research and Planning
What was the brief set by the admissions, marketing and engagement manager
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Make initial contact with your lead and arrange a time to meet to discuss essential elements for the video
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What is a corporate video
A video commissioned by a corporation to communicate a specific message to internal or external stakeholders.
Rather than broadcast generally, the corporate video screened at a specific event or sent to stakeholders.
Corporate videos always have a specific function, purpose and targeted audience.
What do you think the function and/or purpose of this video is
To attract
people, especially more businesses to use the internet like Google, they did
this by having well-known faces (e.g. Boris Johnson) to describe how good their
product is. Big names have a big influence on what people should use so if
you’re advertising your brand with a famous person it's going to get more
recognition and more people talking about your brand.
What do you think the target audience might be
The video is
targeted towards the older generation mainly as everyone in these clips are
adults. It also targets businesses to start using Google more often as a lot of
the people talking in these clips bring up that it helps their business.
Defining the programme purpose
Knowing the
purpose of a video programme is important when making decisions about
appropriate style. Generally, programmes are produced either to entertain or to
inform. This is not to say that informational programming cannot be
entertaining or that informational programming cannot be entertaining or that
an entertainment program cannot contain information. For any programme to be
effective, it should contain elements that both entertain and inform.
The most
frequent purpose of a video is to provide information. That information can be
used to solve a variety of communication needs that the organisation might
either has, either internal (employee needs) or external (customer needs).
Product
launch/marketing
The external
selling of a product, service or brand, operates like advertising.
Example:
Nayasa Steel Product Launch Video
Link – https://www.youtube.com/watch?v=GJMshI-hWKw
Narrative –
Showcasing Nayasa’s steel product and their promotional work is surreal and
cinematic
Narrative
Structure – Linear (in chronological order)
Mise en
Scene – Lists all 8 new water bottles in all variations lined up in
chronological order with a solid dark grey background with a spotlight in the
middle shining on the bottles showing off the different bottles in its
entirety.
They show
off different colours throughout the video which includes red, blue, black,
bronze and space grey. Near the bottom of each bottle, it will have the Nayasa
Logo and comes in different shapes and sizes.
Sound – The the track behind the video is a very cinematic feel to it. The music is constant
through the entirety of the video and is the only track played.
Editing –
The editing in the promotional video is very minimalistic with simple graphics
and special effects used such as cut, motion blur behind the bottle making the
viewer focus more on the bottle and close-up shots to show off the material
used and small details.
The video is
cut in a very fast pace way with each clip lasting a couple seconds leaving the
video to come out to a 36-second short video.
Charity
promotional video – https://www.youtube.com/watch?v=iyLsBDeBGnw
Internal
communications video – https://www.youtube.com/watch?v=Uu6v7yK_qHE
Company’s
internal training programme –https://www.youtube.com/watch?v=AZjnBPDYh2Y
Conference
opener – https://www.youtube.com/watch?v=PC6oyJzJr5k
Event video –
https://www.youtube.com/watch?v=JT_jWQIKNiA
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