Projects.
Drainpro – Make Your Drains Flow
The project
Drainpro capitalises on an already-powerful marketing campaign with a unique, punchy video ad
The puzzle
Melbourne-based drain experts Drainpro were looking to capitalise on a powerful marketing campaign that had seen their brand name become well known in their local area and beyond.
They wanted a video that would showcase their personality and go a little ‘outside the box’ in engaging their target audience.
The solution
SBM’s Video team came up with a concept that would combine a number of powerful elements: humour, catchy music, arresting visuals, and a strong, simple core message.
Mashing up a typical drain fixing procedure with a DJ nightclub scene (complete with pounding beat and pulsing strobe lights), the finished product was a perfectly synced production that gave the impression of Drainpro as a company that infused personality into their top-notch drainage services.
The video also used an element of intrigue, evoking curiosity in the viewer as the various ryhtms of drain repair wove together into a full nightclub beat.
The result
The ad’s bombastic style, unique visuals and element of building intrigue all proved to be extremely compelling, as evidenced by the stats.
When it came to in-stream YouTube ads, the ad completion rate was at a whopping 46%. That’s almost half of all viewers who watched the entire 30-second ad, despite being given the opportunity to skip. The viewer retention rate was also impressive, with half of all users watching past the 15-second point, an extremely rare stat for a YouTube ad.
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