Global brands do not limit themselves to shooting separate videos. They create entire universes with different heroes, events, and advertising creatives help users to join these galaxies. Here, hackneyed formulations like “highest quality”, “user-friendly interface” are not presented in their pure form. They are transmitted with the help of images, symbols that can evoke strong associations in the client and build effective communication with him.
Let's take a closer look at the technology of creating video advertising in Russia using the example of videos prepared for the UAZ automobile manufacturer.
Music
Music can have a powerful emotional impact even in the complete absence of text. The soundtrack becomes a self-sufficient means of transmitting an idea, a brand mission and can have a much stronger impact than dry information.
The UAZ company uses how does cash app work different soundtracks in its videos, but they are all united by the atmosphere of the Russian land, the endless expanses, stretching, so to speak, far beyond the Moscow Ring Road. In this music, non-literal meanings and folk song motifs are easily discerned.
Product behavior
If an advertisement simply tells the viewer "buy this gadget" or "4x4 drive", such creativity is unlikely to be effective. The brand universe communicates with the user through much more subtle and not always obvious tools.
The following features can be seen in the UAZ galaxy:
The car turns out to be a source of light in almost all situations. It illuminates not only the road in the dark, but also the characters and objects of the surrounding environment.
A car is not only a means of transportation, but also an attribute of a successful person, a happy life. In brand advertising, you can often see stories in which the car is stationary, but next to it, the heroes of the video live through certain situations. This helps to form and strengthen an emotional connection between the viewer and the brand.
An unconventional solution is to show in advertising cases when a UAZ car breaks down. This makes the viewer feel connected to the brand, allowing one of the key tasks facing marketers to be accomplished – gaining trust in the brand.
Contact between the character and the car. The person does not just sit in the driver's seat, he touches the body, the steering wheel, treating the car as if it were a living being, a friend. This allows for sensuality to be introduced, to emphasize the close connection between the character and the car.
Product Character. UAZ products are designed for off-road conditions, which are shown as their natural habitat, where the cars feel most comfortable. Cityscapes are also shown, indicating that UAZ behaves excellently on the highway.