The client wanted a TV commercial to air on commercial television during their most important marketing period of the year, the months on the run up to lambing season in March.
Crystalyx is a nutritional supplement for sheep and it was the first product of its kind.
However, in recent years there have been many competitor versions appear on the market which are commonly cheaper and larger by volume.
In a standard marketing video you have to be concise and benefit driven, in a 40″ second TV commercial you really have to be concise whilst making a compelling case for your product.
As is standard practice for us with all clients, we set about conducting a throughly detailed consultation with the product marketing manager to become fully familiar with the product, the marketplace, its strengths and their competitors weaknesses.
At first sight, the fact that competitor versions were cheaper and larger by volume (seemingly offering even more value), what we uncovered was a mountain of pure gold in terms of marketing leverage.