Corporate Video Production | What is a Corporate Video?

Corporate video adalah sebuah video yang mengkomunikasikan visi dan misi perusahaan dengan semenarik mungkin menggunakan kaidah film (form & style). Corporate video menampilkan bagaimana CEO menjalankan visi dan misi korporasi (yang membedakan setiap tahun).

Korporasi/perusahaan -> CEO -> Pesan [Positive Image]:

  • Internal: karyawan.
  • Eksternal: investor, customer.

Contoh:

(Sumber: https://youtu.be/bOIA0MYwQ1M)

  • Honda
    • Representasi bahasa: untuk menunjukkan bahwa Honda adalah sebuah perusahaan global dengan karyawan yang tersebar di seluruh dunia.
    • Representasi produk: mobil, motor, teknologi.
      (Sumber: https://youtu.be/bq_mA6daql8)
  • Unilever
    • Propaganda sebagai alat untuk membantah isu: menampilkan bahwa unilever bermanfaat bagi masyarakat di negara kecil dan peduli dengan lingkungan untuk membantah isu negatif tentang unilever sebagai contributor perubahan iklim dengan limbah plastiknya.
    • *Propaganda: rangkaian pesan yang bertujuan untuk mempengaruhi.


Pubikasi (output) corporate video akan mempengaruhi aspect ratio & duration.

Trend: customer to customer > corporate to customer.

  • Media sosial
    • Microvideo: vine, instagram.
    • Sharing content: youtube, facebook, twitter.
  • Website
  • User generated content: konten yang bersumber dari customer, contoh: testimony/review.

 

Corporate Video vs Commercial Video

“Apa yang mendasari bahwa suatu video adalah corporate video?”    
   

Persamaan: Ada pesan klien yg ingin disampaikan ke customer.

Perbedaan:

  • Commercial: jangka pendek, 1 produk, durasi tidak terbatas.
  • Corporate: jangka panjang, visioner, >1 produk, durasi terbatas.
         >1 produk ≠ >1 varian.

Karakteristik Corporate Video:

  • Selalu cantik dan elegan (soft-selling).
  • Berdasarkan visi dan misi.
  • Membentuk image positif.

Yang Disampaikan dalam Corporate Video:

  • Bagaimana perusahaan menjaga image positif?
  • Bagaimana perusahaan menempatkan customer?
  • Bagaimana perusahaan menempatkan karyawan?

Jenis Commercial:

  • TVC / iklan komersil.
  • PSA / public service announcement.

Elemen inti TVC: selling a product!

Ada produk yang disampaikan dan feature/kelebihan/kemampuan/kekuatan/nilai plus yang ditonjolkan dan dikemas secara menarik untuk membujuk customer agar mau membeli.

Elemen inti PSA: menyampaikan situasi ke masyarakat yang mereka tidak tahu (semacam motivator), melalui pesan untuk melakukan lebih baik, contoh: "jangan sedih, kamu bisa melaluinya…”


(Sumber: https://youtu.be/6_pru8U2RmM)

1. Studi Kasus: Apple - Working From Home (TVC)

Objective: menunjukkan brand Apple sebagai supporting system dari kegiatan WFH di kala pandemi dengan fitur-fitur seperti;

  • Penggaris/measures.
  • Scanner.
  • Photo sharing.
  • Slideboard.
  • Call/meeting.

Ada produk yang diperlihatkan:

  • Iphone.
  • Ipad.
  • Mac.
  • Apple watch.
  • Airpod.

Pendekatan: Iklan Apple menggunakan konsep "soft-selling", yaitu menjual secara cantik dan elegan tanpa menyebutkan fitur secara langsung (tidak cheesy). Iklan tersebut menampilkan shot yang menampilkan bahwa Iphone mempunyai 3 kamera, menampilkan seorang perempuan bicara pada jam tangan, kemampuan Ipad untuk mengukur sesuatu, dan kelebihan-kelebihan lainnya. Artinya commercial mempunyai selling point.

(Sumber: https://youtu.be/pDjlrVTPPQI)

2. Studi Kasus: Match - The Devil 2020 (TVC)

Objective: menunjukkan bahwa dalam kondisi apapun atau sampai kapanpun, Match (aplikasi dating yang popular di Eropa) tetap bisa diandalkan untuk mencari pasangan.

Pesan: despite all that happen in 2020, tetap bisa menciptakan momen berkesan.

Pendekatan: menggunakan semiotika, yaitu setan yang jadian sama “tahun 2020” dan ada tagline “be your 2021”.

(Sumber: https://youtu.be/t_yG_-K2MDo)

3. Studi Kasus: Lincoln Project - Mourning in America (PSA)

Pesan: mengajak masyarakat Amerika untuk berubah dan peduli terhadap kondisi sosial-politik.

Pendekatan : social situation -> problem -> solution.

(Sumber: https://youtu.be/WA4dDs0T7sM)

           4. Studi Kasus: Nike - You Can't Stop Us (PSA)

Pesan: pandemi tidak menghentikan olahraga & equality (representasi gay dan disabilitas), bahwa olahraga itu untuk semua, tidak melihat latar belakang seseorang.

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