A SUCCESSFUL TRADE SHOW AND MARKETING CONCEPT
A SUCCESSFUL TRADE SHOW AND MARKETING CONCEPT
A SUCCESSFUL TRADE SHOW AND MARKETING CONCEPT
THE STRATEGIC ISSUE
A brewer naturally wants to set up his brewing process as lean as possible. Pentair's new innovative application "Brew Assist" brings together all the data from the machines in the brewing process. This allows the brewer to view all data from the process and steer on what can be improved. Pentair wanted to introduce Brew Assist to its target audience in an activating way and asked C4Real to help them by creating a visually captivating presentation.
Making data visible
Kortweg gaat het product over data en mensen: Pentair maakt met Brew Assist de data zichtbaar zodat brouwers efficiënter kunnen werken. Dat Brew Assist voor de mens een belangrijke rol speelt, moest in de video vooral naar voren komen. In de conceptfase kozen we voor een video met film en 3D animatie om de boodschap op de best mogelijke manier te presenteren. Een onderdeel van het concept was het filmen van mensen in de brouwerij. Maar toen brak corona uit, werd filmen op locatie onmogelijk en moesten we voor een andere techniek kiezen. We besloten te werken met 2D karakteranimatie. Dit was de beste oplossing om toch het menselijke karakter in de video te krijgen.
Kortweg gaat het product over data en mensen: Pentair maakt met Brew Assist de data zichtbaar zodat brouwers efficiënter kunnen werken. Dat Brew Assist voor de mens een belangrijke rol speelt, moest in de video vooral naar voren komen. In de conceptfase kozen we voor een video met film en 3D animatie om de boodschap op de best mogelijke manier te presenteren. Een onderdeel van het concept was het filmen van mensen in de brouwerij. Maar toen brak corona uit, werd filmen op locatie onmogelijk en moesten we voor een andere techniek kiezen. We besloten te werken met 2D karakteranimatie. Dit was de beste oplossing om toch het menselijke karakter in de video te krijgen.
Kortweg gaat het product over data en mensen: Pentair maakt met Brew Assist de data zichtbaar zodat brouwers efficiënter kunnen werken. Dat Brew Assist voor de mens een belangrijke rol speelt, moest in de video vooral naar voren komen. In de conceptfase kozen we voor een video met film en 3D animatie om de boodschap op de best mogelijke manier te presenteren. Een onderdeel van het concept was het filmen van mensen in de brouwerij. Maar toen brak corona uit, werd filmen op locatie onmogelijk en moesten we voor een andere techniek kiezen. We besloten te werken met 2D karakteranimatie. Dit was de beste oplossing om toch het menselijke karakter in de video te krijgen.
The visual solution in pictures
Martin Wagner
Content Marketing Manager, Pentair
“We hebben een langdurig partnership met C4Real en hebben al diverse projecten met ze gedaan. We maken bij Pentair veel complexe en technologische oplossingen voor diverse branches. Bij C4Real heb ik het idee dat als ik iets nieuws moet pitchen, ze direct begrijpen wat ik bedoel. Dat komt door onze lange samenwerking en het feit dat ze al zoveel kennis hebben van onze technologieën, markten die wij bedienen en onze uitdagingen op het gebied van communicatie."
Corona forced a quick switchover
"A beautiful educational video in which the emotions of people working with Brew Assist in the brewery would be visibly expressed. That was what we thought we were going to make, but we had to change it last minute and do it differently," said Martin Wagner, content marketing manager (external) at Pentair. Corona forced us to choose a different technique, because Brew Assist would go "live" though. By choosing 2D characters, we were still able to bring back that human aspect. We combined that with a 3D world in a blueprint style that we often use in Pentair videos.
"A beautiful educational video in which the emotions of people working with Brew Assist in the brewery would be visibly expressed. That was what we thought we were going to make, but we had to change it last minute and do it differently," said Martin Wagner, content marketing manager (external) at Pentair. Corona forced us to choose a different technique, because Brew Assist would go "live" though. By choosing 2D characters, we were still able to bring back that human aspect. We combined that with a 3D world in a blueprint style that we often use in Pentair videos.
"A beautiful educational video in which the emotions of people working with Brew Assist in the brewery would be visibly expressed. That was what we thought we were going to make, but we had to change it last minute and do it differently," said Martin Wagner, content marketing manager (external) at Pentair. Corona forced us to choose a different technique, because Brew Assist would go "live" though. By choosing 2D characters, we were still able to bring back that human aspect. We combined that with a 3D world in a blueprint style that we often use in Pentair videos.
Essence and distinctive aspect in view
Brew Assist turned out to be a technical story that we needed to translate into benefits for an end user. By listening carefully to techies for the technology and then to marketing for understanding that end user, we came up with a concept. Whereas the customer often reasons from the product or solution, we look from the outside in. We filter out what really matters: we capture the essence of the story and the distinctive aspect of the product or solution. Martin Wagner: "When it comes to developing a good and understandable story about a complex product, we always turn to C4Real."
Brew Assist turned out to be a technical story that we needed to translate into benefits for an end user. By listening carefully to techies for the technology and then to marketing for understanding that end user, we came up with a concept. Whereas the customer often reasons from the product or solution, we look from the outside in. We filter out what really matters: we capture the essence of the story and the distinctive aspect of the product or solution. Martin Wagner: "When it comes to developing a good and understandable story about a complex product, we always turn to C4Real."
Brew Assist turned out to be a technical story that we needed to translate into benefits for an end user. By listening carefully to techies for the technology and then to marketing for understanding that end user, we came up with a concept. Whereas the customer often reasons from the product or solution, we look from the outside in. We filter out what really matters: we capture the essence of the story and the distinctive aspect of the product or solution. Martin Wagner: "When it comes to developing a good and understandable story about a complex product, we always turn to C4Real."
Short teasers and stills for marketing purposes
In addition to the full video, we also made short teasers for social media, among other things. In these, we very briefly, in 30 seconds, showcase problem issues. This content comes from the full video and so we reused animations for shorter content. In addition, we always provide 8K stills as well. These stills can be used for brochure material or trade shows, for example. This ensures that, in this case for Brew Assist, they have recognition in all communication pieces.
In addition to the full video, we also made short teasers for social media, among other things. In these, we very briefly, in 30 seconds, showcase problem issues. This content comes from the full video and so we reused animations for shorter content. In addition, we always provide 8K stills as well. These stills can be used for brochure material or trade shows, for example. This ensures that, in this case for Brew Assist, they have recognition in all communication pieces.
In addition to the full video, we also made short teasers for social media, among other things. In these, we very briefly, in 30 seconds, showcase problem issues. This content comes from the full video and so we reused animations for shorter content. In addition, we always provide 8K stills as well. These stills can be used for brochure material or trade shows, for example. This ensures that, in this case for Brew Assist, they have recognition in all communication pieces.
Long-term partnership
For Pentair, we already made a whole range of videos. For example, we also developed Pentair World. This is a visual world where all of Pentair's market segments, brands and products come together.
For Pentair, we already made a whole range of videos. For example, we also developed Pentair World. This is a visual world where all of Pentair's market segments, brands and products come together.
For Pentair, we already made a whole range of videos. For example, we also developed Pentair World. This is a visual world where all of Pentair's market segments, brands and products come together.
Reliable partners in project management
MARTIN WAGNER TELLS:
"Rob Assink of C4Real is one of the best project managers when it comes to such marketing projects. He adopts quickly, always follows up on everything during the process, is flexible and works agile. It gives me peace of mind when he manages the project. Then I know that I don't have to chase it myself and that I have a reliable partner who keeps appointments. C4Real also always goes the extra mile when necessary, they have never let us down!"
"Rob Assink of C4Real is one of the best project managers when it comes to such marketing projects. He adopts quickly, always follows up on everything during the process, is flexible and works agile. It gives me peace of mind when he manages the project. Then I know that I don't have to chase it myself and that I have a reliable partner who keeps appointments. C4Real also always goes the extra mile when necessary, they have never let us down!"
"Rob Assink of C4Real is one of the best project managers when it comes to such marketing projects. He adopts quickly, always follows up on everything during the process, is flexible and works agile. It gives me peace of mind when he manages the project. Then I know that I don't have to chase it myself and that I have a reliable partner who keeps appointments. C4Real also always goes the extra mile when necessary, they have never let us down!"
Pentair Brew Assist in pictures
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