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Drainpro – Make Your Drains Flow
Drainpro capitalises on an already-powerful marketing campaign with a unique, punchy video ad
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.
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 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.