In 2014, we were approached by a major Australian law firm to help them advertise themselves online by producing a promotional web video. In this article, I’ll explain how we created a corporate documentary video for our client that helps them to drive more enquiries.
The right kind of promotional web video
The first step was to identify how to advertise our client. I’ve spoken before about how video is the ideal way to advertise online, but there are plenty of different types of promotional web videos to choose from – and it was important to choose the one that would best advertise them.
Most promotional web videos are quite aggressive in how they market businesses and products. They are straight-shooting, hype-y sales videos. But we didn’t think this approach suited our client, Beilby Poulden Costello Lawyers [BPC]. We wanted to create a promotional web video that served as a powerful introduction to them and their services, but wasn’t pushy or over the top.
BPC pride themselves on being people-focused. They offer a “no win, no fee” service – which means that if they don’t walk out of court with a verdict in your favour, you don’t pay a cent.
Knowing this was crucial to helping us decide what kind of video to produce for them – as they were the perfect fit for the corporate documentary style of video.
The corporate documentary approach
We chose the corporate documentary approach for this video because it allowed us to tell the personal story of BPC.
To do this, we interviewed a number of their team about their legal philosophies and their approach to law. We also filmed an interview with one of their clients who was in the midst of a High Court battle with the British Government, and whom had our client to thank for helping her find justice.
By doing this, we created a personal connection between the viewer and the BPC team.
This promotional web video doesn’t make massive claims about our client’s ability to practice law. Nor did we quote hard stats about their win ratio, or over-empathise their thirty-five years of experience. We chose to tell their story, because that is the best way to help them reach more clients.
The results
Our clients were thrilled with the results. Their promotional web video now sits right up the top of their website, and it helps them:
- Introduce their team to potential clients;
- Drive more enquiries about their services;
- and advertise themselves in a subtle, powerful way.
There are so many different ways to advertise your business online. We’ll help you choose the right one. Contact Dream Engine today.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
