A “Problemotional” Review of 2023’s Best B2B Video Ads: FloQast
FloQast cleverly taps into the all-too-familiar stress and chaos that often plague the accounting department during month-end close. Rather than simply stating the problem, this B2B video ad uses a humorous and chaotic visual metaphor – a literal office overrun by animals – to capture the emotional turmoil of accountants under pressure.
Let’s break it down using the trusty PESO framework:
P: Problem/Pain
The Monthly Madness of Month-End Close: The ad opens with a rapid-fire series of questions that highlight the intense pressure and demands placed on accounting teams during month-end close. “When’s revenue going to be closed?” “Where’s the AR clerk?” These phrases instantly resonate with anyone who has experienced the urgency and scrutiny of this critical period.
“Anxiety Animals” Running Wild: The ad’s central metaphor is brilliant: a chaotic office overrun by animals, representing the stress, frustration, and feeling of being overwhelmed that accountants often experience. A monkey on the CEO’s head, a wolf guarding a laptop charger, a llama chewing on paperwork – it’s a visual representation of the “anxiety animals” running wild during the close process.
The Toll on Productivity and Well-being: They subtly touche on the negative impact of this chaos on both productivity and employee well-being. The frantic energy, the shouting, the stressed-out expressions all point to a work environment that’s not only inefficient but also detrimental to mental health.
E: Emotion
Humorous Chaos: They use humor to make a serious point. The unexpected sight of animals wreaking havoc in an office setting is inherently funny, creating a lighthearted tone that helps to make the ad memorable.
Empathy for Accountants: Beneath the humor, there’s a sense of empathy for the challenges that accountants face. The ad acknowledges the pressure, the long hours, and the emotional toll of dealing with a complex and demanding process.
Relief Through a Solution: The introduction of FloQast brings a shift in the emotional tone. The return to a calm and organized office environment, coupled with the promise of a 26% faster and 39% more accurate close process, offers a sense of relief and hope.
S: Solution
Taming the Chaos: The ad positions FloQast as the solution to the month-end madness. It’s presented as a tool that brings order, efficiency, and peace of mind to the accounting close process.
Built by Accountants, for Accountants: It emphasizes that FloQast was “created by accountants, for accountants.” This implies a deep understanding of the pain points and challenges faced by accounting professionals, positioning FloQast as a solution that’s tailored to their specific needs.
Collaborative and Streamlined: The scene where a team collaborates on a laptop, using FloQast to review financial data, suggests a more streamlined and efficient approach to the close process. It highlights the collaborative nature of the platform, allowing teams to work together seamlessly.
O: Outcome
A Faster and More Accurate Close: The ad promises tangible benefits, such as a 26% faster and 39% more accurate close process. This addresses the problem of inefficiency and errors, allowing accounting teams to close the books with confidence.
Reduced Stress and Improved Well-being: The ad implies that by using FloQast, accounting teams can escape the stressful and chaotic environment depicted earlier. This leads to improved morale, reduced burnout, and a more positive work experience.
A More Strategic Role for Accountants: By automating tedious tasks and providing real-time insights, FloQast frees up accountants to focus on more strategic and value-added activities. This empowers them to play a more significant role in the success of their organization.
Overall
By using the “anxiety animals” metaphor, FloQast’s ad effectively captures the emotional turmoil of month-end close, creating a relatable and memorable message, promising a solution that not only streamlines processes but also improves employee well-being and empowers accountants to take on a more strategic role – It’s a brilliant example of how to use problem-humor to tackle a serious business challenge and deliver a stand-out B2B video ad.
