However incredible a product or service, it counts for nothing if your audience doesn’t understand it. We created two animated infomercial videos to help impart that understanding – creating ‘I get it!’ moments for both our leading e-business tools.

Issue
Getting customers to learn how a complex, multi-benefit service works can be challenging. We have at least six benefits to communicate for Business Booker and six others for the Business Account. We need to drive increased engagement for more customers to sign up to our e-business tools.

Insight
Every time we see a nicely animated dramatization of a feature, our brains produce a hit of the neurochemical dopamine. Our brains are addicted to dopamine and it feels good when it's produced. Videos are a great way to simplify complexity, but only if they are well-written and animated with wit and are full of moments that surprise and delight. They should also be voiced with genuine enthusiasm and feature a memorable, distinctive voice-over artist.

Idea
Voiced by Sir Lenny Henry, our fun, informational explainer videos will be packed with fresh and engaging moments for the viewer to connect with. We want to reach out to businesses and business people across a variety of industries to communicate the benefits of our tools.

Impact
Launching our comms in Oct 2019, we hope to increase our conversion rate for sign-up with new customers by 85%.