A “Problemotional” Review of 2023’s Best B2B Video Ads: Windward
Windward really said “I know” to what not to do when it comes to B2B video ads to produce a video ad that’s not only witty, but relatable using humor to address a very real problem for businesses involved in global shipping and logistics.
Let’s break down what they did differently using the PESO framework:
P: Problem/Pain
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The “Dunno” Syndrome: The ad centres around the character “Donny,” who repeatedly responds to questions about shipments with a simple “Dunno.” This effectively captures the frustration of lacking visibility into shipping operations and the uncertainty that plagues many businesses.
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Lack of Control: They highlight the common problem of not being able to track shipments accurately or predict arrival times, making it difficult to manage supply chains effectively. It shows the consequences of this lack of visibility – missed deadlines, late fees, and increased costs.
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The Cost of Uncertainty: The video emphasizes how the lack of information can lead to costly delays, inefficient operations, and strained relationships with customers and suppliers.
E: Emotion
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Humor and Relatability: They tactfully use humor to drive home the point. The character’s exasperated tone and the repetition of “Dunno” create a funny and relatable scenario.
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Visual Storytelling: Using visual elements, like the chaotic messages and the frustrated reactions, amplifies the sense of stress and anxiety that comes with dealing with shipping uncertainties.
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The “I Know” Moment: The comedic relief of the character shouting “I know!” after being confronted with his lack of knowledge adds a delightful touch of humor, making the ad memorable and even slightly endearing.
S: Solution
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Windward’s Ocean Freight Visibility: The ad introduces Windward’s solution: Ocean Freight Visibility. This is presented as the way to overcome the “Dunno” problem and gain much-needed visibility into shipping operations.
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Accurate Predictions: Windward’s platform is shown to provide accurate predictions of arrival times, giving businesses a better understanding of their supply chain and allowing them to avoid costly delays.
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Improved Efficiency: The ad implies that Windward can help companies streamline their operations, reduce costs, and improve their overall efficiency by providing the information they need to make informed decisions.
O: Outcome
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The “I Know” Transformation: The ad shows the positive outcome of using Windward. The character who used to respond with “Dunno” confidently proclaims “I know!” after gaining access to the platform.
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Happy Customers and Coworkers: Windward’s solution is shown to lead to happier customers and coworkers, as businesses are able to meet deadlines, avoid costly delays, and manage their supply chains more effectively.
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Reduced Stress and Increased Efficiency: The video suggests that Windward can help businesses reduce stress, improve efficiency, and ultimately, achieve greater success by providing the visibility and control they need.
Overall:
Windward addresses their audiences frustrations and magnifies it with humor, making the problem clear and relatable.
They engage their audience and effectively communicate the value of their platform, creating a sense of optimism about the future of supply chain management – making this corporate video ad a standout example of successful B2B video advertising.
