Did you know that one in two people currently living with diabetes is unaware they have the disease? November is Diabetes Awareness month and today is World Diabetes Day. Key West Video has done several diabetes-related videos, and today we’re taking a closer look at work we’ve done for Ascensia Diabetes Care.
Repeat Client
We initially created an animated video for Ascensia two years ago. The client asked us to update the video this past spring.
Branding
The first thing you’ll notice about this video is the colour scheme. Other than some visuals for an app, there are only three colours used in the project: purple, blue and white. These are the branding colours of Ascensia. Designating only these colours for the video means the visuals keep referring back to the logo and the overall branding of the company. It also means the video fits with the rest of Ascensia’s marketing materials.
Visual Thread
This video starts with the word TECHNOLOGY and the idea of how it keeps us all connected. The visual is a set of lines that grow from the text and appear throughout the video. This works well because the theme of the video is interconnected diabetes management (IDM). When working with animation, it’s not always necessary to come up with a visual metaphor or concept. However, a unifying idea that can be represented visually is often effective.
The animation used for this video is icon-based. That means we used icons and symbols for the visuals, as opposed to using a character-based narrative with animated people. Even when we talk about a population, we use symbols like a silhouette of heads rather than an actualized character.
Scripting
Once the idea of IDM is covered, the script talks about issues and needs familiar to the target market. Now that we have the attention of the viewer, we introduce Ascensia. This is followed by some company history and then an explanation of the Contour Next One system. It may feel like waiting until the video is almost a quarter of the way through is a long time before hearing about Ascensia. However, making sure you have the audience’s interest before trying to sell them something is a valid approach. Having said that, every video is different and we always work with clients to decide the best way to deliver their message.
The back half of the video is all about the advantages of using the Contour Next One. We cover the app, new partnerships, and health care connectivity. All of these points are illustrations of how the client’s product will make living with diabetes easier. It’s important for the viewer to feel connected to what’s being said so they can imagine using the product.
Explainers Work
This video runs two minutes and seventeen seconds, which is a great length. It’s short enough to keep the viewer watching and long enough to explain the product and its advantages. If you’re thinking about an explainer video for your business, two minutes is a good target. We can help you use that time to say everything you need to say and connect with your audience. Call us today for a free quote.
