Digital Tools: Personalized Point of View
Case Study | Commercials, Explainer Videos
In late 2019, Sun Life approached Oak + Rumble to create two videos to showcase their new digital tool, my Sun Life, to clients and financial advisors. The goal was to build awareness of the tool’s capabilities and benefits.
Strategizing: Concepting & Scripting
Following a kick-off meeting with Sun Life, our team developed and pitched the idea of doing POV (point-of-view) videos from the perspective of a client and a financial advisor, which would allow the viewer to imagine themselves as the hero of the story. Our writer then wrote a script for each video with messaging that aligned with the project’s goals and audience.
Our creative director brought his visualization of the script to life through storyboards and shot descriptions. This was a great way for the team and the client to understand what the final video would look like.
Making It Happen: Pre-Production & Filming
Meanwhile, our producer pulled together actors, crew, set locations, and coordinated filming dates. For maximum efficiency, our team filmed both videos simultaneously over 2.5 days, reducing costs for the client while still getting everything we needed. We had a great time using some unique technology for this shoot, mounting our camera equipment onto a point-of-view helmet rig - one of only two that exist in Ontario.
Following filming, our editing team transformed the raw footage with on-screen graphics and text, screen replacements, colour grading, sound design, and more. The result was two high-quality videos that effectively portrayed the benefits of the my Sun Life digital tool to their respective audiences.
In November 2020, Sun Life launched the videos in an email campaign to over 2,300 financial advisors. To add a final personal touch, we worked with Vidyard to customize each video with the recipient's name before sending. The emails had an 88% open rate, surpassing Sun Life's benchmark open rate by over 14%. They also had a 62% click-through rate, indicating a high level of engagement. Overall, the launch was a huge success.