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How The FCA successfully composed their video marketing message

The FCA has been regulating the consumer credit market since 2014, with a specific focus on tackling high-cost consumer credit options like payday loans. Over the last 4 years, the regulations that have been put into place by the FCA have had a significant impact on the consumer credit market; helping to safeguard and protect people from harm when they use high-cost credit.

Vox Pops International was approached by The FCA to create a video that showed both the impact and the significance of the FCA’s work in this space. The brief was to present statistics that showcased the success of the FCA’s regulations, whilst also painting a picture of the real-world impact that their work has for consumers. VPI produced a strategically designed video that drew on different video approaches to present the different types of information in one unified piece of content. Read up on these different approaches below.

Set-up Interviews with consumers

Consumer interviews for The FCA - shot of consumer in-home.

For the above video, VPI conducted pre-recruited candidates who had been negatively affected by high-cost credit borrowing to explore the impact this has had on their lives. We conducted set-up interviews and investigated their own personal stories and accounts in relation to high-cost credit.

Including this footage of ‘real people’ in their everyday home environment helps the viewer to empathise with the message and contextualises the importance of the work done by the FCA. The statistics were important, but this aspect of the video was effective in helping the FCA show the importance and impact of their work in a more human way.

Animation

Image of the data visualisation in the FCA video.

In order to present the financial statistics in a way that would be fun and easy to understand, VPI drew on our in-house animation team to bring these figures to life. This type of content helps to simplify complex information by using visual aids and illustrations. Clear and simple titles, icons, illustrations and characters highlight key points discussed in the interviews. The visual design helps to create a story out of the data, turning potentially dry insights into captivating and digestible messages.

Using motion graphics in corporate videos has the added benefit that it can be bespoke to your unique brand. This ensures that the information is delivered in a way that feels right to your consumers. Assets are also re-usable, meaning this content becomes more cost-efficient the more you create by developing a bank of re-usable branded assets.

CEO Piece-To-Camera

Still image of The FCA CEO.

For the final element of the video, we set up at The FCA head office to interview their CEO: Andrew Bailey. If you can get your CEO in front of a camera, this type of video content is a great way to make your organisation seem more approachable, accountable and human – by giving your brand a face.

Through the interview, Andrew Bailey presented the key objectives and impact of the work done by The FCA. The set-up here, including Andrew’s standing position, helps to create a factual ‘announcement’ style that creates similar connotations to that of a news report. This approach was used to present the message in factual and trust worth way.

In Summary

This combination of approaches worked well for the FCA, helping them deliver honest insights from consumers, business information from the company CEO, and important data surrounding their work over the last 4 years. In general, we think this case study is a great example of how important it is to think strategically about the video content you produce. Different approaches are better at presenting different types of information. Get in touch to find out what might work for you!

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