Project Overview
The Empty Spot video was created as promotional material in conjunction with the Empty Spot website that we have been developing over the past year.
Empty Spot is an online childcare booking system, the first of its kind in Australia. It allows childcare centres to advertise their 'empty spots', and parents to find a childcare centre with suitable availability. The vision for Empty Spot is to revolutionise the childcare industry by providing ease of access for both centres and parents.
We required a relevant method of promoting the Empty Spot brand and website (launching in October 2014), as well as to inform the viewer of the functionality and purpose of Empty Spot. Utilising research data together with Empty Spot, we decided that an animated short video would be the best option to deliver the message in a fun, concise and creative way.
Project Commissioner
Project Creator
Team
Irwin Hau - Creative Director
Joshua Chan - Account Management
David Chea - Animation & Graphics Design
Tim Malone - Script Writing
Jesse Emma - Voice Over
Project Brief
The Empty Spot video was to be a brief and simple animated short, conveying Empty Spot's functionality and purpose, whilst being entertaining and engaging. The target audience - whether a centre or a parent - should be prompted by the video to sign up with Empty Spot.
The video was required to:
- accurately describe Empty Spot's purpose and functionality;
- be no more than 1 minute 30 seconds in length;
- include a professional voice over;
- tell a story, empathising with Empty Spot's target audience;
- include concise and simple character development and explanation of Empty Spot's purpose;
- and, in manner and execution, reflect the quick and easy to use nature of the Empty Spot system itself.
Project Innovation/Need
We were required to introduce a concept - the first, online childcare search system - that was completely new to the industry, and using an informative video stood out as the most appropriate method of doing so. People absorb visual information quickly and easily.
There needed to be a sense of curiosity sparked from the project, so that people would be motivated to engage with the Empty Spot website. Using an online video is the first step in launching the Empty Spot brand across all different types of digital media, including the website, social media and e-newsletters.
Design Challenge
After researching audience retention for online videos, we decided that keeping the project under two minutes would be the best timespan to keep engagement. The challenge, then, was to convey all the details and features of Empty Spot within this short timeframe. The message had to be incredibly succinct, yet the final cut could not feel like it was hurried in any way.
We therefore opted for an incredibly simple format, with the core focus being on the characters and the voiceover message. Using this straight-forward style, we envisioned that the clear iconography would resonate with the viewer. It needed to project a clarity of message, and be easy to remember.
Effectiveness
The client is extremely pleased, and has been using the short video as a part of their sales materials while signing up prospective childcare centres to the website. The efficacy of this video in conveying what Empty Spot does is clear: there has been a high response rate when it comes to childcare centre sign-ups.
The animation itself will continue to be used in the lead up to the website launch and, expanding upon the success of this video, a series of videos will follow throughout 2015.
Film, Video, Viral
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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