A multi-platform campaign for Europe that redefines brand communication strategies covering the entire consumer journey
A video strategy based on the 7 hero products
BC&E 2nd Awards 2021 Digital video
In 2020 Hoover launched a new phase and an innovative chapter of its communication strategy, with the aim of being present in all phases of the purchasing process with relevant content depending on the moment.
All this by exploiting the potential and immediacy of videos.
Filmmaster Productions proposed a concept and production of a real video strategy dedicated to the 7 new Hoover hero products, structured and designed to create a choral dialogue and a unique narration, maximizing effectiveness and efficiency.
The creative focus of the strategy was the "fake tutorial" branded content: ironic videos in which "ordinary" people give advice bordering on the surreal and parody for solving daily cleaning and washing problems.
Playing with a popular format and language, with a growing interest trend: video tips, tutorials.
Engage the audience with a message that is a mix of entertainment, information and parody by showing how, sometimes, following online advice actually complicates our lives.
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