We regularly film car campaigns for BMW, MINI, Rolls Royce and LEVC. Over the years we have learnt from our early mistakes filming cars and here are our thoughts on how to get the best out of a video marketing campaign.
– assuming you know who your different target audience groups are, shoot and edit appropriately. The cliche would be fast, pacy and quirky for a younger audience and a bit less frenetic for an older audience. It really does depend on the brand, the car and demographic. It is wise to shoot for all possible scenarios so you have the shots should you want to change the edits of the car campaign videos.
– shorter marketing videos are definitley better for social media. By social, we are not including Youtube. You can place longer versions of the videos should your audience want to know more. Some technophiles might want an e.g 5 minute featurette, focussing on the particular technical aspects that would be appealing.
– as you already know,car teaser videos are great. A few seconds filmed here and there in the lead up to a launch, especially of close ups of the car, really do get people curious. Your audience will share the content more as well.
– on practical notes, and in no particular order, watch for the details prior to filming. Bits of production paper, unpolished cars, reflections of the camera operators and crew, all impact final shots. And mind bluetooth and wifi. We just heard of an incident of a production company using camera Wifi which interefered with the entire production line, causing it to stop.
Lastly, prior to publishing the marketing videos, get internal audience feedback. Get them to a limited share and garner feedback. You may be surpised.