Bi-Lingual Product Explainer Videos
Drover UK’s new explainer video for 2020
Drover France’s new explainer video for 2020 (vertical version)
Client: Drover
The Brief: Car buying is typically a disjointed process - from visiting dealerships, haggling for deals, sourcing insurance and arranging finance, it’s hard to simplify. Drover offers a truly innovative and simple way to get a car, but educating new customers on how it all works is not so easy. With Drover being such a disruptor in the automotive industry, education and building trust is essential to get new customers across the line and generate sales. I embarked on a project to create a new set of videos to explain the Drover proposition. The videos will exist on the Drover website, their YouTube channel, and will also be used as adverts on digital platforms.
Drover had an old explainer video but as time passed the Drover concept and brand evolved, meaning it was no longer fit for purpose. The existing video performed well in terms of CTR, so we made the decision to build upon the success of that version while bringing the messaging into 2020. The other challenge is that Drover recently launched in Paris, meaning needed a whole second set of videos in French.
I produced three scripts, one 60 second full length script, and two shorter versions which catered to two of Drover’s key marketing personas. Each will be made in 16:9, 4:5 and 9:16 formats to ensure we cater for both wide and vertical video formats. We also filmed a variety of CTAs for each platform. These were all then translated into French in-house.
After inviting several agencies to pitch for the job, we proceeded with Soho Creative. They came back with the best creative concept, staying true to the successes of the original, while incorporating the new functionalities of Drover, all in a slick package. Next up was casting, and then a green screen shoot day at Kennington Studios. We focused on a series of animated elements that would highlight key features of the Drover website, giving the viewer a preview of the UI. After a series of revisions, the takes, music and animation were finalised and the full set of videos went live.