Year End Campaign

Carbon8 wanted to do something different for the company’s 2013 Holiday Card and Client Gift. But the story went back further than that. We’d been working for months to redesign a company pint glass that we keep in the office and give out to clients, but the project kept being thwarted by client work. So we decided it would be fun to create the glass for our holiday mailer, and produce a “behind-the-scenes” video that chronicled the making of the glass. We decided on a mockumentary, meant to appeal to our clients’ terrific senses of humor, and would allow our gift to stand out amongst the pile of vendor swag. Our ultimate objective was to make our clients laugh and generate buzz.

STRATEGY

Carbon8’s strategy was to be funny. Even more importantly, the Carbon8 strategy hinged upon sending out a video that was unique and showcased the personalities of the people that our clients had gotten to know over the past year. We brainstormed a number of concepts in company-wide meetings, narrowed down our top ideas and put together a rough script consisting of Carbon8 employee interviews. These interview were real—the questions and answers were genuine. But the answers were taken out of context and spliced with over-the-top silly, pre-determined situations, caught on tape. A shot list was created prior to the shoot so we could get a variety of “action shots”—C8ers playing musical instruments, a ridiculous series of drawings on a dry erase board, and so on. Finally, the shots were edited together with music and titles to create a finished piece. The link to this video was presented in a custom landing page which was emailed to clients. The “big reveal” of the glass would be shipped one day after the video was released.

TARGET AUDIENCE 

The Carbon8 target audience for the Water Glass Video was a diverse mix; this went out to everyone we’d worked with in 2013. That meant individuals from geospatial intelligence experts to sausage makers. We’d have to appeal to clients in the telecomm space, insurance industry, tax and transportation fields and key executives in Fortune 500 companies.

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