Brief
First, we chose a talented creative director with 20 years’ TVC and reality TV experience to work through the brief and decide which creatives would be asked to develop concepts.
Six different creative teams were selected from a variety of backgrounds – from highly experienced, big agency creatives to uni students studying movie making. (This is because we believe the best ideas can come from anywhere, so we cast the net far and wide.)
Pitch
Just over a week later, fourteen concepts were submitted, which were then narrowed down to the five strongest ideas to present to the client.
Within fourteen days of being briefed, we met with the Fujitsu team. Our creative director pitched all five ideas –which had been professionally storyboarded – with the same level of enthusiasm, so as to not introduce any bias or influence the client in choosing their preferred ideas.
The client loved the work and decided to progress four out of the five ideas.
Test
To help Fujitsu decide which concept to choose, all four ideas were worked up into animatic format and sent for neuro testing. For high quality testing, we got Fujitsu’s brand ambassador, Mark Taylor, to do the voiceovers.
The results were surprisingly insightful in guiding the team’s decision-making. One of the concepts (which would have been the most expensive to produce) didn’t score as well as the others, while two of the concepts that were within the client’s production budget scored equally well. When one of these concepts scored highly on everything except ‘likeability’, the team introduced Flynn the dog to the ad to boost engagement.
This is the original animatic of the chosen idea with its neuro results, and the final TVC.
Execute
Within two months of our initial pitch, the first of our chosen concepts was in production.
We brought together a dream team of directors, producers, cinematographers, photographers, creatives and crew to bring to life the TVC and other campaign assets including TV, point of sale, radio, print and digital executions.
“Working with Marbl has been a refreshing experience. Lots of new ideas, fast turnarounds and the team were very focused on always getting the best results for our business. We like the no-retainer model as we’ve been able to invest a lot more of our campaign budget above the line.”
<Name, Marketing Director, Fujitsu Australia>