Video of the weekWelcome back in 2016. Are you awake? Yes? No? Well, ...let's do a little awareness test:
What a great NonProfit Video for road safety. Outstanding for three reasons:
1. Gamification:Be honest: That was fun, no? And that's pretty much the same for everyone. Even for your target audience. An element of game in NonProfit videos and campaigns - I would like to see more of this (and it brings me to an idea)
2. Low budget, high impact
This video consists of one shot - cam on, cam off. The costume of the bear, honestly that was 40 $, not more. Okay, they used a good camera and did color grading - so it was a professional production. But the budget was for sure in the low bud area.
Until the very end it is not clear to us what is at stake. We get a short "Oh yes" moment after realising the bear. Then we get a second surprise, the dramaturgical turn-around, when we understand the focus of the whole video: About street safety. Surprise your audience, this is the secret of interesting content.
Result: A viral success. Meanwhile, there are 21 million viewers since 2009: The statistics with continuously increasing graph clearly shows that not paid-ads but social sharing drive the distribution here.