How Emap used video research to win new clients

"The Kiss brand video objective was to demonstrate the wider appeal of Kiss. Vox Pops did a great job in hitting the brief, interviewing the right people and the final product was of the highest quality - sharp, fun and punchy". (Teresa Richards - Senior Broadcast Marketing Executive - Emap Advertising)

 Emap is a media company that own 150 of the world's top selling magazines, digital music television stations and local analogue radio stations.

 In 2003 Emap were looking to attract more advertisers to their Kiss 100 brand and decided to use video based research to find out and visually illustrate what their consumers were into, their lifestyles, opinions, attitudes and to show how they interact with Kiss. They were looking for a creative, impactful, dynamic approach.

“The video exceeded my expectations…I showed it to all the Kiss champions across the business... they've all gone out and used it…so it has a wider use than originally planned”. (Teresa Richards)

 Emap decided on video based research because it was a better way to recruit the target group, it would give them the insight required and a video that would be memorable, appeal to a non-research audience and convey the real ‘essence' of their brand. This video had to dispel any preconceptions of Kiss consumers that potential advertisers might have and to firmly implant the Kiss consumer in their minds in a memorable way.

 An action plan was put together that included: identification of the Kiss consumer, design of a questionnaire and shot guide, selection of the best locations, covering off the logistics required for the actual filming and interviewing, how the findings were to be analysed, selection of the most appropriate quotes and the best cutaway shots and consultation on the best way to edit the video to match EMAP's ‘style'.

“It benefited our business by getting advertisers onto Kiss that previously wouldn't advertise. I don't think there's anything that speaks stronger than that”. (Teresa Richards)

 In order to recruit and interview the right target group a variety of locations were visited such as trendy stores, urban bars and clubs . This meant filming and interviewing Kiss consumers in their natural surroundings.

 The style of the filming was young and funky incorporating innovative camera angles and techniques such as fast zooms, time-lapse sequences, hand-held camera-work and freeze frames in order to represent the fast moving world of these trendy youths.

 Quotes and cutaways were selected from the footage and edited to fast paced music.

 EMAP have been delighted with their brand video, it met all their objectives, has helped generate more business and is used far more than originally planned.

“We showed them (their advertising client) the video which had a great response and we actually got Reebok to advertise on Kiss and they have done for the last year. They did such a successful promotion on Kiss in London, that they sold out of the trainers that they were advertising in that week. So they were really thrilled”. (Teresa Richards)