And that was to have a real person, talking directly to you the viewer in a warm and conversational manner.
After all, that’s how real people talk.
Ok, so time for some trade secrets here…
We knew we had to do everything possible to maximise the likelihood of viewers in their cabins actually watching it.
To achieve this, we combined the concept of talking directly to the viewer along with having a particularly handsome actor doing it.
Saga’s target customer age range is 50+, so we searched for and contracted a presenter who for our liking represented their perfect ‘model’ customer.
Handsome, courteous, stylish, warm, friendly… exactly the type of person you’d meet on board. And such is the beauty of cruising… it’s also exactly the type of person you’d be happy to share a drink with.
Throughout the video he talks you through everything you need to know, and explains it in the most natural manner possible.
All together the video is a perfect mix of on-brand communication as (it was very well received by the marketing dept), well as a highly effective safety information film.
Arguably the best part of producing this video was in knowing that we had succeeded in producing something which customers would actually watch, and what we taught them would crucially get understood and retained.