Stuff: Video Marketing Examples #59

^{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.}

It’s hard to think of an industry harder hit by the pandemic than travel and tourism.

And yet, there are clear signs of a rapid recovery. 

Take Expedia for example: they just posted their best Q4 financial results since being founded in 1996. (Which, to be honest, is pretty staggering, considering travel restrictions are still in place in many parts of the world.)

And they also just launched a new video ad campaign, starring Ewan McGregor, which we thought did a fantastic job of isolating ‘why’ they’re rebounding in such a powerful way.

Check out the 15 second cut below, which we find particularly powerful. (There are also 30 second and 60 second cuts. Between them they have over 17m views on YouTube!) 

 The short cut features just 34 words of dialogue and on-screen text…

In those 34 words…

• We’re reminded of how much travel adds to our lives as an experience, compared to ‘stuff’ - trivial purchases.

• We’re reminded that, one day, we’ll need to consider the things we may regret having done - and not done - in our lives. 

• We’re subtly told that Expedia is a place to ‘save more’ on travel - making travel a more regular opportunity.

• We have a clear call-to-action.

 In doing so, Expedia reminds us of how important their product - travel - really is, by emphasising the ‘risks’ of failing to partake.

Takeaways

The most powerful marketing so often goes beyond features and benefits - and focuses instead on its deep, existential value. Its place in the hierarchy of needs. 

When it comes to marketing your product, you can focus on the aspiration - as many travel companies do. The sunbeds, the swimming pools, the selfies, the family moments.

Or, as in this case, you can focus on the fear - it sounds insensitive, but we’re talking about literal deathbed regret here as a motivation to buy something. No wonder the video makes such an impression. 

Ultimately, in all your marketing, you need to get clear about what your offering really ‘means.’ And you need to choose your angle. Do you focus on the aspiration - or the fear?

Feeling inspired? 

We’d love to chat about how to distil the existential essence of your brand into video. Click the button below and let’s talk!