VISUALIZING THE UNSEEN
Shaw Industries is one of the largest carpet manufacturers in the world. They have many target clients but wanted to focus on one sector – building and construction. The problem? It was getting clients to sit down and be interested in what Shaw had to offer.
Tell helped craft a value-add video to the construction industry professionals by training them on sound dampening techniques in building. Tells’ animation kept viewers engaged to something that’s invisible. Visualizing sound helped keep the audience engaged to a complex but important part of their job. The now well informed builder came away better at their own craft through understanding the best sound dampening and deadening methods available.
Tell - Design direction and animation Pathfinder Films - Video production
START WITH THE CUSTOMER
Shaw Industries is one of the largest carpet manufacturers in the world. As such, they have a wide range of clients and target audiences. Builders need a huge amount of materials for their projects which makes them one of the larger fish in the ocean of targets.
Getting builders attention was difficult, however, so Shaw set out for a new approach.
Value first became their new strategy. So what would a builder value? Keeping up with the latest trends and technology of construction and building materials is a constant for builders, so Shaw chose to meet them on their turf. To keep builders engaged, Shaw decided to make a video that first, provided value through education, and second, provide information on what Shaw products can do to make their jobs easier.
With sound mitigation being such an important topic, the video focused around sound deadening and dampening materials and building techniques. To keep viewers engaged, animation was used heavily to have visual representations of sound.
AN ENGAGED AUDIENCE
Shaw came away with something to offer. More than marketing, they offered a training video packed full of valuable information to builders. Their target audience was more engaged and understood more about materials and acoustics because of the video Pathfinder films and Tell created.