The problem was that the concept of digital payments and mobile banking were fairly new to India and the audience needed to be educated on how simple, safe and effective these payments were.
The bank had a customer base of more than 12 million users.
An explainer video was the perfect solution to their problem because:
Our account executive is the first point of contact between us and the clients.
Like we always do with our new clients, we sent out a questionnaire to HDFC when they first approached us.
This is why we always encourage our clients to fill the questionnaire before sitting down for a meeting.
It has questions like:
The answers to these questions gave us important insights into the brand identity of HDFC and their target customers.
First we had our account manager and the creative director sit down for a meeting with them to discuss what they would like to achieve.
We came to an agreement that for the kind of message that they wanted to say, a 2D animated explainer video would be the best choice.
The creative director had a brainstorming session with our scriptwriters on the angle of the story.
Scripting is tricky and one of the most important aspects of the video. It is about finding the right balance between a creative story and a message that drives customers to take action.
The primary target customers for PayZapp were young tech savvy individuals so we knew that the story had to appeal to this base.
In the table below you get a detailed overview of our thought process during the scripting process.
What we wanted to do
How we did it
Why we did it like that
Tell a story that the target audience could relate to.
Our target audience was tech savvy youngsters so our story was about a young couple and the scenes from their life.
Telling relatable stories was the best way to communicate our message to the target customers.
Highlight the customers pain points first
We brought the attention of the viewers to the fact that online payments today are not as fast and convenient as we would hope for.
When the pain points are highlighted first, the customers are reminded of the difficulty they face now. After that the viewers will value your solution more.
Translate this pain point to an emotion.
To do this we created a scene where the man is in an embarrassing situation when he is not able to pay for dinner.
We believe that customers are motivated to purchase based on emotions and not fact. By bringing up the scene of public embarrassment, the customer now feels the pain point on an emotional level.
Demonstrate how to use the app
We explained the exact registration process and demonstrated how to make payments.
Previewing an app before downloading shows users the look and feel of it.
Click here to read the final script for the video.
Now that we decided how we wanted to present the message, we moved onto creating the storyboard for our video. A storyboard is a rough sketch of each frame of the video along with its description and voice over.
Click here to read the final storyboard for the video.
WHY THIS IS IMPORTANT?
The length of an explainer video is very crucial. The best converting videos are often under 2 minutes. This is because for promotional videos, the average time where users dropout from watching is 2 minutes.
When we have a storyboard like this, we can do a test run and accurately time the script and visuals of the entire video. More importantly the client will get a preview of the flow of the video. This avoids the situation where we have to trim the video later after production.
After the storyboard is created we share it with our clients for approval. After approval, it is forwarded to the illustrators to create the characters and backdrops for the video. The new illustrations makeup the style frame for the video which include the final color schemes of the video as well.
It was important that we chose the same color scheme of the HDFC for the explainer video. By using these colors we maintained brand consistency so that the audience would associate the video to the brand better.
HDFC’s Color Scheme
Explainer Video Color Scheme
When developing the characters we knew we wanted the characters to be a young couple as they represented our target audience best.
We then forwarded the style frames to the animators who made the images come to life, frame by frame.
Animated explainer videos are effective because they engage the mind in a very visual manner. By engaging the audio and visual senses we are able to capture the attention of the viewers so that our message can be communicated to an attentive audience.
We make sure that our animations are not dry and static- As you can see that even the transitions for the PayZapp video are visually appealing and there is a great flow.
Sound effects are also added to sync with the actions in the video (Eg: Sound of typing on phone, sound of notifications received etc.).
Even though it may not seem so, music plays an important role in explainer videos.
We believe that just like the video, the music should also be custom-made as they make the video experience unique. So we produced an original background score for PayZapp.
We decided to use simple and upbeat music to capture the mood and feel of the video.
A great idea that we came up with was to make the music more peppy and upbeat just after introducing PayZapp in the video. We leveraged music to emotionally escalate the viewers.
Check it out:
Music Before Introducing The PayZapp App
The music in the beginning of the video is soft and has an undertone of sadness to it. This highlights the mood of the scene, which is about the pain points of the customers.
Music After Introducing The PayZapp App
After the PayZapp app is introduced, the music starts picking up pace and is more lively, upbeat and optimistic and what we tried to convey was that the PayZapp app was something to be excited about.
From our experience we now have access to a vast library of voice over talents of different nationalities, accents, gender, age groups and voice tones.
Since HDFC is an Indian bank targeting Indian customers, we knew we had to use an Indian voice over artist to better connect with the audience.
In each stage of the processes discussed above we ask for client feedback so that they have a say in each and every aspect of the explainer video production process. If the client is not happy with something or if they want to include something more, we are more than happy to do whatever it takes to make the video better.
We talked earlier about how explainer videos are extremely flexible in the ways it can be used. Take a look at exactly how HDFC used the video for their marketing:
We were very excited about the results for this video. To put things in perspective let’s see how the explainer videos of PayZapp’s competitor apps performed.
Now check out the video views for our explainer video!
So as you can see, 800k+ views are huge in the banking sector niche as you can clearly see from the views of the competitor apps. When we started off this project we did not expect results like this which gave us a lot of confidence that our process was successful and effective.
The app has generated over 5 million downloads on Playstore as of April 2017.
HDFC was very happy with the results and they decided to partner up with us for 7+ videos for PayZapp alone. We used the same central characters in the videos to maintain brand consistency.
Note: The original 'Introduction to Payzapp' video is currently unlisted on the HDFC bank youtube channel. They have re-uploaded the same video after adding the official HDFC logo at the end. So the view count of the video will not be the same as that which is mentioned in the Case Study.
The view count of the video was 803,777 as of 17th April 2017.
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