Brief:
Honda wanted to run their TV commercial on social channels but didn’t have the right formats.
The 30sec TVC is not suitable for running on social channels for a number of reasons.
- Too long – On social channels, video content needs to be short and snappy. 10 seconds at most.
- Wrong narrative – traditional TVCs have a gradually building story, which culminates with the reveal, or punchline, plus branding. This doesn’t work online where you need to deliver something attention grabbing in the first second or two to grab the users attention. A ‘thumbstopper’
- Wrong Aspect ratio – TVC and preroll/Vod is produced in 16:9 landscape. This does not work for social which is consumed almost exclusively on mobile, and in vertical. 9 out of 10 users won’t rotate their device to landscape to watch video, so its really important to deliver it in the right format.
- Subtitles – 90%plus of users consume content on their phones with audio muted, so your beautifully crafted soundtrack and voiceover probably won’t be heard. You need to add subtitles.
We re-edited and cut the videos for use on social channels.
Original version
Original 30 second TVC/Pre-roll video.
Unedited.
YouTube version
YouTube version is the same as original, but added an animated CTA button and text that appears at bottom left to drive users to click through.
Instagram/Twitter version
Re-edited to square aspect ratio. The narrative of the story was then adjusted to start with branding and eye catching imagery at start of video. Subtitles added, and length shortened.
Facebook/Snapchat version
Re-edited to vertical aspect ratio. The narrative of the story was then adjusted to start with branding and eye catching imagery at start of video. Subtitles added, and length shortened.