A “Problemotional” Review of 2023’s Best B2B Video Ads: WalkMe
This WalkMe ad is a really creative example of how to make B2B video ads stand, using a simple yet powerful visual to highlight a common problem that many of us face in the digital world: complicated software.
It’s a great reminder of how frustrating it can be to navigate clunky interfaces and how much better things could be if technology was actually user-friendly.
Here’s a breakdown into how they leveraged the “problemotional” formula using the PESO framework:
P: Problem/Pain
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Tech Frustration: The ad opens with a simple image of a sad face sticker on a computer tower, representing the frustration many of us experience when dealing with complex or poorly designed software. This visual immediately connects with anyone who’s ever felt lost or overwhelmed by technology.
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The “Lost” Feeling: They highlight the common feeling of being lost when trying to navigate software with a complicated interface. We’ve all been there! The video portrays a sense of bewilderment and frustration.
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Wasted Time and Productivity: The video implies that clunky software can waste time, hinder productivity, and reduce efficiency.
E: Emotion
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Relatable and Humorous: It uses a subtle yet effective sense of humor to make its point. The sad face sticker is a humorous visual that reflects a common experience.
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Visual Storytelling: The ad uses a simple visual style, relying on a few key elements to make its point effectively. This makes the ad memorable and avoids being overwhelming.
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Hope for a Better Future: By showing the “sad” computer transforming to a “happy” computer, the ad creates a sense of optimism that technology can be more user-friendly and enjoyable.
S: Solution
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WalkMe: Making Technology User-Friendly: It introduces WalkMe as a solution that can help make software more user-friendly and accessible.
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Digital Adoption Platform: WalkMe is presented as a platform that can provide in-app guidance and support, helping users navigate software more easily.
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Simplified User Experiences: The ad implies that WalkMe can create smoother user experiences by offering intuitive guidance, reducing frustration, and improving the overall adoption of new software.
O: Outcome
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Improved Productivity and Efficiency: It suggests that WalkMe can help users be more productive by making software easier to use and reducing the time they spend struggling with complex interfaces.
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A More Positive Experience: The ad implies that using WalkMe can create a more positive user experience, leading to greater satisfaction and a more enjoyable experience with technology.
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A World Where Technology Makes You Smile: Their viewers are left with a feeling that WalkMe can transform their relationship with technology, making it less frustrating and more enjoyable.
Overall:
WalkMe embraces the essence of the “problemotional” approach to communicate a big idea, addressing a problem that many of us face and showcasing how their solution can make technology easier and more enjoyable.
