It’s likely you have seen this video more than once – shared on YouTube, Facebook on another website or via an email link. But when an ad industry website asks the question whether it’s the best corporate video ever made, it’s certainly worth taking the time to absorb the message again.
In his post, writer Neil Davidson does a good job of dissecting the core elements of the message in the video, why it works and what makes it so powerful.
But I think that he misses one of the most important elements here:
All the client needed to do in this case was to hire the right creative team and publish the resulting powerful message on YouTube.
That has resulted in over 28 000 000 global views (and counting) without Thai Life Insurance having to spend a cent in advertising distribution.
People watch it, because it’s good. And then they share it.
While most will realise that this is just yet another example of why viral marketing through social media is so powerful, it is my feeling that we should also recognise the power of the medium itself.
A recent Cisco report maintains that:
Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014. This percentage does not include video exchanged through peer-to-peer (P2P) file sharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be in the range of 80 to 90 percent of global consumer traffic by 2019.
Another Cisco report claims that:
- Mobile video traffic accounted for 55 percent of total mobile data traffic in 2015. Mobile video traffic now accounts for more than half of all mobile data traffic.
- Three-fourths (75 percent) of the world’s mobile data traffic will be video by 2020.
- Mobile video will increase 11-fold between 2015 and 2020, accounting for 75 percent of total mobile data traffic by the end of the forecast period.
Marketers globally recognise that the current trend and future of marketing is the internet. And if the future of the internet is video, the future of marketing itself is a motion picture medium.
For the past three years we have been building extensive capacity in the production of corporate video – and especially video that can be published and shared online. Whether in South Africa or abroad, feel free to give us a call on +27 33 343 3995 or on +27 72 219 5297 or email me to find out how your company can take advantage of online video to grow your visibility, online brand and sales opportunities.