#CreativeDirection #MotionDesign #Producer #Editor #OnlineMarketing
With BlaBlaCar’s rapid expansion into 22 markets worldwide, it was important to produce online video creative that would be engaging & effective but also easily scalable for a global market.
The Functional Problem online video was introduced as performance marketing content at BlaBlaCar.
The concept was simple - using a close up absurd reaction, present problems faced by each market and directly show how BlaBlaCar provides the solution.
Creative with mobile in mind. The “Functional Problem” video was shot as an extreme close up of an actor’s face pulling a strong facial reaction - usually not in the most flattering angle either! The concept was to use the striking composition as an engaging method to draw the attention of the user. With the consumption of content increasingly towards mobile, the format would stand out as they scrolled through their news feed.
I worked with local marketing teams, as well as growth and channels teams to conceptualise, produce, launch and optimise the format using growth marketing. Using various messaging, targeting different USPs, changing the design and actors, we were able to create an effective video format that worked well for both acquisition and activation purposes.
Scalable -
The success of the format was largely based on our knowledge of the channel and how the video worked in situ to the Facebook feed. As the video was not reliant on audio, since Facebook autoplayed videos without audio, we had huge flexibility to adapt the video to our worldwide markets by easily changing the design and copy.
The video was successfully scaled to launch in the following markets: France, Italy, Russia, Netherlands, Belgium, Turkey, Czech Republic, Slovakia, Spain, Portugal, Brazil, Romania, Germany & Mexico.
A compile of the “Functional Problem” videos launched across BlaBlaCar worldwide. Countries in order of appearance: Spain, Italy, Slovakia, Germany & Turkey.
Creative Direction, Motion Design, Brand Messaging, Shooter & Editor: Gabriel Virata
Creative Direction: Tara Cauchi
Shooter: Amy Marie Phillips
The “Functional Problem” video was scaled as well to feature at Milano Garibaldi station in Italy, displayed across screens to thousands of incoming and outgoing passengers.
Here, the video was adapted for pure brand awareness & recall targets. It was employed to capture the engagement of passengers passing by - with the facial reactions proving a striking and effective way to capture attention.