PHILO BROADCASTING PORSCHE PROJECT
5
MINUTES WITH…
Porsche
recently enlisted syndicator and cross-platform video
producer Philo Broadcasting to create a video campaign to promote its
catchphrase, “There is No Substitute.” The digital series features interviews
with entrepreneurs from Indiegogo, Flywheel and more, talking
about their beliefs and principles. Cynopsis sat down with Philo’s CEO and
Founder Kevin Allodi to discuss everything from the series’ creative
process with Porsche to the trend of integrated brand video series.
How did this brand series come about?
Porsche approached us through their digital agency of record – OMG -
looking for custom content ideas that raised awareness of their entire line of
sports cars with one holistic concept. Working collaboratively with OMG as well
as Porsche’s creative agency, called CK, we decided to remove the cars entirely
from the equation, focusing instead on providing content their target consumers
would find interesting and sharable.
It has become common for brands to jump into the digital video space (i.e.
AT+T, Chipotle, Subway) – why do you think that is?
The short answer would be media fragmentation; as consumers, we’ve become
really good at prioritizing our attention, focusing on what’s most important to
us. Because advertising is on the low end of that spectrum, it’s become
increasingly challenging to connect with consumers in a meaningful way through
traditional ads, especially so in the digital realm. Brands are now recognizing
that providing and integrating content with entertainment value into video is much
more impactful than an advertisement - if it’s done well. The gold
standard for this model is Red Bull; one could argue they’ve morphed from a
sports drink company into a media company. Their content is excellent,
authentic and of really high quality.
What’s the biggest challenge when trying to make videos that both appeal to
an audience and still capture the brand without becoming a giant product
placement?
Being authentic. It’s easy to fall into the "make the logo
bigger" or "more product placement" trap. Having clients that
understand they must first and foremost create compelling stories/series a
consumer will choose to watch is extremely important.
Check out the series here.
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