It’s an empathy thing: Video Marketing Examples #115

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

To say that consumers are feeling the pinch at the minute is somewhat of an understatement. So, how do you continue to market your product using video in a way that’s sensitive to this issue?

Enter: Halifax - it’s a 7:13pm thing.

Halifax packs so much into this little 60 second ad (and we’re going to unpack it momentarily!) but the overarching feeling that viewers are left with after watching is simple: We get it.

According to research from Salesforce, 68% of customers expect brands to demonstrate empathy, and 66% expect companies to understand their unique needs and expectations.

Now, let’s take a look at the Halifax video ad:

This video is smart in more ways than one. For starters, it debuted at exactly 7:13pm on TV screens across the UK. And the video is technically smart too, using a superzoom kind of effect to cut between different types of homes and families.

By showing all of these different situations, Halifax is able to speak to a wide variety of people and present themselves as a company that understands everyone’s unique situation.

The ad closes with a powerful statement, informing viewers that Halifax has provided more mortgages than any other UK lender. This is followed by their slogan, “It’s a people thing.”

In just 60 seconds, this video answers every question that consumers want answers to right now with a big fat YES:

• Do you understand?

• Do you care?

• Do you know your stuff?

Feeling inspired?

There’s lots that can be learnt from this Halifax ad that any brand can implement into their own video marketing strategy.

When you’re marketing products, especially during a time when people and businesses are watching their spending closely, you need to demonstrate a balance between understanding (of your customers’ situation) and authority (on the product or service you’re selling).

Video is a great way to do this through visual storytelling that’s easy to digest and fun to watch.

Ready to get started? Click the button below and let’s talk!