Scope of work
- media buy
Let’s film the gratitude of our plants
What was it like behind the scenes?
We started by presenting two concepts to the client – both were warmly received, but the more emotional and image-based version was chosen. The next step was to prepare the script, taking the client’s comments into account regarding the concept. After the script was approved, we started creating the storyboard.
Once we had the storyboard, we put together a simple still-o-matic, which allowed us to make sure that the previously chosen music would be suitable and that we could fit everything into these 15 short seconds.
Later, the production house began preparations, which included casting and selection of the actor, location scouting, technical documentation, selection of the voice over actor, fittings, and a PPM, during which we confirmed all decisions with the client.
The spot was filmed over the course of one day, with an early morning start and a late-night finish. When we appeared on set with the client just before shooting began, the set design was already prepared, and a team was waiting with equipment. The video was shot in a rented apartment in which, after the equipment and the necessary people had been brought on set, there wasn’t much room.
For this reason, the creative part of our team (the art director and the scriptwriter) stayed on set with the director, and the project manager and the client had a comfortable place in a nearby RV, where they were shown a live preview from the camera and approved the filmed scenes via walkie-talkies.
Dismantling took place on the same day, so before we left the set, we had the first version of the spot initially approved by the client and we could move on to the next stage of production stress-free.
One of the most important points of post-production was colour correction, which we organised in the cinema hall at Krakow Technology Park. After that, we only had to record the voice over actor and the soundtrack, and our spot was ready.
The last step was to prepare the broadcast files and send them to TV stations and the media agency, and then all we had to do was wait to watch our video on TV screens.
Actual number of broadcasts of the ad
Achievement of the objective regarding total number of broadcasts of the spot
Contacts with the ad
Achievement of the objective regarding number of contacts with the ad
Percentage of the target audience reached
Our partner Performance Media handled the media buy. We managed to achieve very good results from the TV campaign. However, it should be clearly noted and emphasised that the pandemic situation, which surprised us all, contributed to our exceeding 100% of the expected results.
Some advertisers withdrew their budgets and broadcasts due to the content of their ads and the risk that they could be poorly received in the situation at that time. As a result, our spot was broadcast more times than originally expected. In addition, a very large part of the population went into voluntary self-isolation in March, resulting in a sudden increase in television viewing, which translated into increased contacts with the ad.
In summary: “project spot” was a great adventure for us and we would gladly do it again more often! Maybe next time we can go on this adventure together?