Who Made the SHI Ads?
Start your career as color grading editor
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Choosing the right color software
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Choosing the best computer monitor
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Creating your viewing environment
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Conclusion
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🥅Goal
The goal of our SHI ad campaign was to create a suite of entertaining, engaging awareness ads that would drive prospects to their website and sales reps, but with a twist. SHI specifically wanted a seasonal ad suite. More specifically, they wanted an ad suite for the upcoming holiday season. Needless to say, we were excited because, well… SANTA!
🔍Who is SHI?
SHI is a global provider of technology solutions and services, helping organizations deploy, manage, and enhance their IT infrastructure. Basically, if you’re business is scraping by with steam-powered tech, SHI can help bring you into the 21st century.
🏭Our Process & Strategy
The process for creating SHI’s ad suite was a bit different than our usual fare. SHI approached us with a request to create a seasonal ad suite that they would be able to run every year around the holidays.
The main difference between SHI’s ad suite and our past projects was that the SHI team came to us with a script already in hand. The script their marketing team had written was solid, established a clear pain point, and presented a solution. But there was one big problem; it was too long! The script as written timed out to about a 90 second single ad.
Can you create and run an effective 90-second ad? Sure! But our experience has taught us a lot about the average attention span of an audience being presented with an advertisement. Thankfully, SHI was willing to work with us to massage their script into a format/timing that would be a lot kinder to their adspend budgets.
We adapted SHI’s original script into a suite of one 30-second ad and two 15-second ads. SHI requested to nix the 6-second reminder ads to create a motion-graphics end-card extension for the 30 and 15-second ads to tie in their partners (Microsoft, Intel, HP).
🍅The Video Brothers Secret Sauce
The SHI Ad suite included two 15-second ads and one 30-second ads.
The 30-second “Hero” ad pokes and prods at a pain point that’s familiar and relatable for their target audience.
The 15-second ads act as “Follow Ups” to the hero ad. These shorter spots include some additional jokes/scenarios to further drive home the message and to include some other SHI value props. Despite the shorter ads providing additional context after the events of the hero ad, we still recommend using these at the top of the funnel since it will be cheaper to capture viewers into a retargeting audience before serving them the full-length Hero ad.
We also created a motion graphic end-card/logo reveal for SHI that would include a list of devices and logos as a call out to their partners.
The versions of these ads that will be distributed via CTV won’t include that extended motion graphics end card since it won’t fit in the time slot, but on social media platforms, those time constraints disappear.
❓What does SHI’s “Ad Suite” Look Like?
See for yourself! Check out the SHI ad suite below!
Hero Ad
See how SHI can help anyone with their IT infrastructure… even Santa Clause himself!
Follow-Up Ads
SHI’s two 15-second follow-up ads meant to hammer home the message and, of course, the solution to the pain point addressed in the hero ad.
🔑 Key Takeaways:
- Video Brothers will happily work with you on an idea that you bring to the table as long as you’re willing to compromise on things like timing and economy of words.
- When it comes to ads, a good idea becomes a GREAT idea when you add a little humor! That’s not just hyperbole, some smart folks actually did a study! Check out this study if your don't believe me!)
- Timing constraints sometimes seem like they only matter when it comes to CTV but, keep in mind that shorter ads will always be kinder to your ad spend budget when it comes to social media distribution.
☎️This is OUR Call To Action!
Want to know more? Book a call with our Co-founder Chandler Quintin or head to our LinkedIn Page. Treat yourself to our ads while you’re there.😉
Our mission is to make B2B advertising entertaining, so even if you don’t have the budget or are just starting your journey into B2B advertising, reach out! We’re happy to help in any way we can.
And, since we just wrapped a project working with Santa himself, we’re sharing some closely guarded secrets with the next client that contacts us about an ad suite! So if you’ve ever wondered how he’s been able to keep a happy marriage for 200+ years, give us a call!
