CarNation Case Study
Challenge
CarNation is a collaborative group of used car dealerships in the greater Toronto area, which were looking to create a series of TV commercial spots to promote their $25,000 giveaway contest this past summer.
The challenge with CarNation was that they had a unique branding task, as while the video’s key message was to promote the upcoming contest, each individual video highlighted a specific dealership. This meant CarNation needed to maintain full creative control, as their circumstance required the inclusion of multiple brands which demanded a well thought out and executed plan.
Due to the nature of the videos being contest oriented and made for TV, they needed to be produced in a specific time frame with no delays. There was a deadline for the contest and pre-paid television spots so there was no room for error.
Lastly, and often most importantly for companies who have to think about their bottom line, the videos produced needed to be affordable and effective. While they were spending money not only on the production of the videos, but also on the commercial spots, they needed to be sure that the videos would grab viewers attention. Also they needed to showcase CarNation as a whole, as well as the individual dealerships in a positive and cohesive manner.
Solution
We at Keywest understood the importance of creating a consistent feel throughout all of CarNation’s ten videos, while also highlighting the individual dealerships brand in each case. We created the videos with the CarNation brand at the forefront, and also left room to showcase the dealerships as well. The need for flexibility and re-working by CarNation was fully understood, and we kept in close content with their team throughout the process so that every aspect was re-informing the branding message they wanted and required.
The time frame was well thought out as we realized the importance of timeliness for this project, and we were very conscious of every deadline. We maintained a well organized schedule during the initial concept creation, filming, and throughout post-production as well.
At Keywest Video we understand that companies need to be fully conscious of every dime they spend, and make sure that they are getting a good return on their investment. From the beginning stages of brainstorming until adding the final editing touches we keep this at the forefront of our minds. As a production company the better ROI that you get for your clients, the more repeat customers you will receive. Therefore, making sure that each company that we interact with gets a solid video which attracts attention and completes their desired results is a key to the success of our own business.
CarNation’s commercial contest spots were a huge success for their business, and we loved working with them. Check out one of the videos KeyWest produced for them below, and also a quote from their experience with us.
“Everyone at Key West Video has been a pleasure to work with. Not only are they courteous people, but also very easy to collaborate with. Many times, we encounter video production companies that want to tell us how our company should be represented in a video. And the filming process can be disorganized, time consuming, and lacking in direction. Although we appreciate expertise, we do not appreciate ego which prevents the creative and collaborative process. The team at Key West Video were extremely helpful in the development of our creative concepts, and as a result, we were more than pleased with the end result. The shoots were well planned, well directed, and very quick. Our videos produced by Key West Video are by far, our best work. We are more proud of these videos than anything we’ve ever done in the past. We can’t wait to start the next series!”
Michelle Ciampaglia
Vice President
Car > Nation Canada
www.carnationcanada.com
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