What comes to mind when you think of bureaucracy? You may have thought of hours of waiting at the office, an annoying lady behind the counter, or a bunch of incomprehensible forms. The vast majority of us associate this topic with something unpleasant. That is why we, within Visibility 360 Group, decided to design the television campaign in a way that would lighten the topic.
Client:
The Ministry of Investments, Regional Development and Informatization is an institution that, among other things, helps to eliminate bureaucracy from public administration.
Assignment:
In its television campaign, MIRRI needed to communicate the launch of the Great anti-bureaucratic revolution.
Its essence is the cancellation of 21 paper statements and confirmations in offices, thanks to which citizens and entrepreneurs can save up to 42 million euros annually. These were the key messages that the TV campaign was supposed to convey.
A squinty pigeon and a squirrel in a spot for the ministry?
Humor is something that is in demand among customers. This is also confirmed by a survey by Oracle and writer Gretchen Rubin of more than 12,000 customers and company directors from around the world.
The results showed that up to 91% of people prefer fun brands. However, the directors admitted that their brands rarely use humor and are afraid of its use in interactions with customers.
The Ministry is not a typical brand that sells something. But since bureaucracy is a boring topic and the campaign was supposed to communicate its abolition, we decided to turn the whole script and dramaturgy around to make it fun. At the same time, we wanted to show that even a serious institution can communicate lightly and with humor.
How did we proceed?
At the beginning of the collaboration, there were several rounds of mutual briefings, when the client explained to us his ideas and the message of the campaign. Our task was to process these needs into a script.
We chose animated video as the form, because it can better convey the idea of relaxation and humor than a filmed video. Based on the script, adjustments and corrections were subsequently made.
We initially approached the campaign very boldly. Given that the client – the ministry – is a serious institution, we gradually had to cut back on this option.
What was the final TV campaign?
We understand that this campaign could not be as relaxed as we would have liked. It was necessary to maintain the seriousness of the ministry. The final version, approved by the client, subsequently ran on several TV channels.
Humor is important in campaigns because customers demand it. Even an institution like the Ministry of Investments, Regional Development and Informatization has the courage to use it in its communication. And if the ministry is not afraid to communicate humorously, your brand should not be either. 🙂
