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Video Marketing, The All Blacks in Japan

Video has had a huge impact on marketing

It has changed the way Marketers present their products or ideas. *By 2017, online video will account for 74% of all online traffic, so It's crucial to be engaging. A few days ago I started to watch a video which appeared on my Facebook Feed, a new advertising video for AIG, featuring the All Blacks.

Video Marketing, The All Blacks in Japan; Claire M Roper

One fifth of your viewers will click away from a video within 10 seconds or less - source

I watched the first 10 seconds and turned if off. Don't get me wrong, I'm a New Zealander and have a passion for the All Blacks, this particular video didn't grab my attention, in fact, it made me feel uncomfortable and a little bit sick.

85% of Facebook video is watched without sound - DigiDay TWEET THIS STAT

What made me feel uncomfortable was watching the random tackling of people in the street, from a school girl texting and a bicycle delivery guy. I was watching the video with no sound so I unconsciously added my own sound effects, which, unfortunately, where the sounds of heads cracking on the pavement as they where tackled to the ground by much larger and stronger men.

55% of people consume video content thoroughly - HubSpot TWEET THIS STAT

A few days later my husband (a rugby fan) asked me if I'd seen the video, I explained why I hadn't, but he said that I should watch it through to the end, I wasn't 100% convinced but gave it a go.

Companies which use videos in their marketing grow revenue 49% faster year-on-year than those which don’t - Aberdeen Group TWEET THIS STAT

It turns out the squad where protecting these people from horrible accidents, thank goodness for the All Blacks! The overall theme of the video working inline with AIG's strategy, helping customers mitigate risk instead of just dealing with the consequences of their accident. The video ended with a small boy saving one of the All Blacks from his own accident.

I'm a Digital Marketer, I completely understand the story telling, use of the All Blacks (A major Brand), the underlying theme of superhero's and I loved the style of filming, it's just on a personal level, I didn't connect with this particular story, unlike the All Blacks, I guess you can't win them all!

*Source, KPCB

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