A “Problemotional” Review of 2023’s Best B2B Video Ads: Zoom
Corporate videos and B2B advertising are known for their sleep-inducing powers, but Zoom’s video ad for their Contact Center is like a shot of espresso, embodying a fun approach and unexpected storytelling to showcase the breadth of their platform.
Here’s a breakdown using the PESO framework:
P: Problem/Pain
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The Customer Support Nightmare: Their ad opens with a customer service representative, “Rina,” facing a chaotic and stressful situation. It shows how difficult it can be to manage customer support calls, emails, and requests, especially when dealing with complex technical issues.
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The Lack of Centralization: It highlights the challenges of managing customer support across multiple channels, demonstrating how difficult it is to track issues, provide consistent support, and deliver a positive customer experience.
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Missed Opportunities: The video implies that inefficient customer support processes can lead to missed opportunities to build customer relationships, improve customer satisfaction, and ultimately, grow the business.
E: Emotion
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Humorous Relief: Using humor, they break up the tension of the stressful situation. The “ghost” representing the broken chair is a clever visual metaphor that is both funny and relatable. The way “Rina” interacts with her coworkers adds a layer of lightheartedness to the ad.
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Relatable Struggle: It captures the common struggle of dealing with difficult customer issues and the pressure to resolve them quickly and efficiently. This will resonate with anyone who has worked in customer support or had to deal with a challenging customer issue.
S: Solution
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Zoom Contact Center as the Solution: The video introduces Zoom Contact Center as a solution to these customer support challenges.
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Centralized Management: It showcases how Zoom Contact Center enables businesses to manage all their customer support communication in one place, simplifying workflows and providing a central platform for managing and resolving customer issues.
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Unified Customer Experience: They highlight how their Contact Center can create a more unified and seamless customer experience by allowing businesses to respond to customers across multiple channels.
O: Outcome
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A Smooth Customer Experience: They show the positive outcome of using their Contact Center. The customer is able to quickly and easily resolve their problem, demonstrating how Zoom can improve the customer experience and drive satisfaction.
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Increased Efficiency and Productivity: The ad implies that using Zoom Contact Center can boost productivity and efficiency for customer support teams by simplifying processes, streamlining workflows, and allowing them to resolve issues more quickly.
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Focus on Customer Connections: It suggests that Zoom can help businesses focus on building stronger customer relationships by providing a platform for seamless and efficient communication.
Overall:
The genius behind Zoom’s video ad lies in how it balances real-world problems with a perfect dose of comedic exaggeration. It’s saying, “We know your job can be a circus, but with our tools, you can be the ringmaster – and hey, why not have some fun while you’re at it?”
It’s the “problemotional” formula’s final flourish – leaving us amused rather than annoyed, a true feat for any corporate video. This approach not only showcases the product but also creates an emotional connection through shared laughter.
