An animated explainer video for Swiss pen manufacturer Premec
What do you do when you need to communicate a sophisticated new product to sales managers around the world? As Swiss pen manufacturer Premec knows, the days of dry spec sheets and FAQs are swiftly disappearing. Which is why they came to us last autumn to develop an animated explainer video to explain the product in time for an international sales meeting last December.
Founded in 1961, Premec specializes in high quality instruments for both the B2B and B2C markets. The new product, called Ciak & Chalk, was a collaboration between the Lugano based pen makers and Diarpell, Italian makers of traditional yet eco-friendly notebooks based in Florence.
Very detailed, not so heavy
As Patrizia Luisi, a direct marketing specialist for Premec recently told me by phone, “there was a demand for a high-quality promotional item combined with a notebook. So we sought out partner Fipell and created the collection to complete our range.”
They had previously used on-location video for their corporate website, but to show off the features of the new product, Premec’s marketing team wanted to try motion graphics animation. “We were looking for a way to communicate that could be very detailed but not so heavy.”
Pitching the animated explainer video
When we got the call at Moskito Design and heard what they were looking for, we made an appointment to pitch our ideas to them. “Moskito Design convinced us from the beginning,” Patrizia said. They had the right attitude and a good dose of humility. It’s the right mix of values that we believe in, too.”
When Premec greenlighted the partnership we set to work to turn their brief into a reality.
Revealing all the hidden details
“The brief wasn’t easy,” Patrizia admitted. “The world of pens seems simple from the outside,” she explained, “but what you don’t see are all the many tiny details.” These included the many specs and customization options that dealers would have to explain to potential clients ― all of which had to find a place in the script.
Our copywriting team worked closely with Premec in order to learn their language and terminology. “We were really working side by side throughout the project,” said Patrizia. “But we could see from the beginning that they were they were doing a great job of it.”
With the script and storyboard approved, our video department shot the product photography and developed the motion graphics video and sound production. We delivered two videos: a full-length, 5-minute version and a shorter, 1-minute highlights version.
You’ve got to explain the quality
According to Patrizia, their first foray into animated explainer videos was very well received by their sales managers. “It was really appreciated and really useful,” she said. Seeing the response from the sales teams, she said, “apre le strade ad altri progetti del genere.”
“When the pen leaves the factory the job isn’t finished ― because then it’s in the hands of the dealers to explain. The difference between us and many of our competitors is quality. And you’ve always got to explain the quality.”
As Premec and many other clients have discovered, animated explainer videos are one of the best ways to do that.
At Moskito Design we can help you use animated explainer video to make complex topics easier and more engaging for your audience.