2021 Bronze Best Use of Film, Video or Moving Image

Agency: The Croc

Client: Sohonet

Campaign Name: Realise Your Vision

Campaign Overview

Sohonet needed to generate demand for its ClearView products by making them distinctive in the market, and use targeted marketing tactics to convert demand into leads throughout the year.

Strategy

When the pandemic hit, the filmmaking industry was plunged into crisis. Contracting by almost 6%, filmmakers were desperately searching for ways to keep the cameras rolling and post-production suites busy.

The campaign needed to connect on a personal level with individuals in a variety of diverse, specialist roles. A one-size-fits-all approach wouldn’t work.

The strategy was simple; capitalise on the opportunity in a time of increased demand for technology. But Sohonet's low awareness and market share meant this wouldn't be easy. Visibility of ClearView was required to show filmmakers how to keep the cameras rolling: the answer was ‘Realise Your Vision’.

The objectives were to improve overall recognition of Sohonet's ClearView software, alongside boosting growth - both through new customer acquisition and increasing renewals among existing clients. On a fixed budget of £70,000, the brand needed to put on quite a show to succeed

Creativity

In a segment dominated by bland, functional communications, the campaign became a creative platform capable of speaking to multiple stakeholders with conviction and passion.

Following extensive research into the target audience, focus was thrown on two key segments - large production houses and independents - with the aim of boosting renewals, conversions and market share.

A hero film brought the world of narrative cinema to life in a way that spoke directly to film-makers’ dreams. Beginning enigmatically with a woman flipping a coin, it reversed through the entire film-making process, shining a light on the unsung heroes of the industry until arriving at the sketch where it all began.

Having captivated a broad and diverse audience, the campaign hit each segment with laser-like precision using innovative ABM techniques to connect with the world's biggest production houses.

It distilled wisdom and insight from film-maker interviews into supporting content including YouTube pre-rolls, social cutdowns and video features.

Interviews with the cream of the film industry - from The Mandalorian's post-producer James Blevins to Bohemian Rhapsody's Oscar-winning sound designer Nina Hartstone - were conducted.

Results

Positioning Sohonet in the context of relevant, specific industry insight from respected peers increased consideration for ClearView among the industry's top decision makers.

The campaign delivered a sales pipeline over £4m and a 73% increase to average order size. New clients included Netflix, Amazon and Disney.

The initiative also increased revenue by 26% in 2020 with leads up 248%. Sohonet won one of the most prestigious industry accolades, an Engineering Emmy.

The Team

The Croc - Jason Talbot, Managing Director - Chris Tongeman, Executive Creative Director - Katharine Simon, Business Director - Nick Watmough, Creative Director - Ann-Marie Corvin, Writer - Oliver Budworth, Head of Strategy - Megan Holt, Senior Account Manager

Sohonet - Chuck Parker, CEO - Olivia Broadley, Global Head of Marketing and PR

Dirty Films - Angelica Riccardi, Executive Producer

Contributors

Dirty Films