A “Problemotional” Review of 2023’s Best B2B Video Ads: IONOS
IONOS takes a whimsical and humorous approach to showcase the platform’s ability to help businesses build a strong online presence. This B2B video ad embraces the unexpected quirks and challenges of small businesses while highlighting the benefits of a solution that makes creating and managing a website easier.
Let’s dig a little deeper into why it works using the PESO framework:
P: Problem/Pain
The “Bad at Building Websites” Struggle: The ad opens with a woman who’s great at knitting but admits she’s “bad at building websites.” This immediately captures the attention of any business owner who has struggled with the technical aspects of creating and maintaining a website.
The Digital Divide: They highlight the growing need for a strong online presence for businesses, especially in today’s digital world. It uses the scene of the woman struggling with her website and the mention of the “Woolworks” store to suggest that many small businesses are lagging behind in the digital age.
The Fear of Technology: The ad uses a humorous tone and exaggerated scenes – like the woman struggling with a computer and the use of a whimsical soundtrack – to subtly highlight the fear and confusion that some businesses experience when it comes to technology.
E: Emotion
Humor and Relatability: The playful and relatable approach set the humor tone. The scene of the woman interacting with the website and the humorous situations, like the woman’s oversized glasses and the use of sheep as props, create a connection with viewers.
The Desire for Control: The woman struggling with her website highlights the need for a solution that empowers businesses. It suggests that businesses want to be in control of their online presence and be able to manage their websites effectively.
The Power of a Strong Online Presence: The ad showcases the benefits of a strong online presence for businesses. The scenes of the “Woolworks” website and the successful interaction between the woman and the customer create a sense of optimism and the positive impact a well-built website can have on a business.
S: Solution
The Website Builder and Hosting Platform: The ad introduces IONOS as a solution that can help businesses create and manage their websites. The scenes of the woman using the platform to build a new website and the tagline “Websites Hosting Domains” showcase Ionos’s ability to streamline the process.
Easy to Use and Powerful: The ad emphasizes the user-friendliness and power of IONOS. The scene of the woman effortlessly navigating the platform and creating a professional-looking website suggests that IONOS is a simple and powerful solution.
Building a Successful Online Presence: The ad highlights IONOS ability to help businesses build a successful online presence. The scenes of the “Woolworks” website and the positive reaction from the customer demonstrate how IONOS can be a vital tool for driving growth and success for businesses.
O: Outcome
A Professional and Functional Website: It suggests that Ionos can help businesses create a professional and functional website. The scenes of the woman using the platform to design a beautiful and user-friendly website underscore the ability of Ionos to create a positive online experience.
A More Effective Online Presence: They imply that they can help businesses establish a more effective online presence. The scene of the woman receiving a positive reaction from a customer suggests that IONOS can help businesses attract new customers, increase sales, and grow their business.
A New Era of Digital Success: The ad ends with a message of optimism and potential. The scene of the woman smiling confidently at her new website and the tagline “IONOS” reinforce the idea that IONOS is a platform that can help businesses thrive in the digital age.
Overall
Their use of humor, relatable scenarios, and a positive tone enables IONOS to connect with their viewers. It’s a B2B video ad that effectively conveys how IONOS can empower businesses to build a strong online presence and achieve digital success – showcasing how B2B videos can be used to build trust, establish a connection with customers, and create a positive brand experience.
