Abaca Systems: Brand film

As a software company predominantly for the corrugated packaging sector, to say Abaca Systems are a tech company in a highly niche sector is a bit of an understatement. To somebody outside the packaging industry what they do is complicated with a lot of sector-specific jargon. To someone inside the industry the huge advantages of their suite of products are obvious. When they’re explained properly, that is. 

So, when we were asked by Abaca to create a short video to help them sell their comprehensive business management system(Packaging 3000), we knew a sales explainer was the right way to go.

Solution

Once we’d done an analysis of their visual brand and agreed on an illustrative explainer approach the key challenge was writing a script which would be top-line enough to fit into a 1”45’ explainer while being specific enough to impress buyers in their niche. To do this we got some hands on experience with the product in a test environment, dug deep into their existing sales narrative, and requested feedback about where their existing users saw the most value. We then worked closely with their Sales Director to narrow down the vast functionality of their system into a number of key points framed around the challenges of their customers and wrote a fast past, feature-packed script from there.

Result

The film was created for two distinct avenues of distribution. First, like many brand films it was designed to feature on their website as a chance for visitors to watch rather than read about the company, allowing them to absorb top-line info in a fraction of the time. The film currently sits proudly on their homepage.

Secondly and more unusually, as a company in a small sector who generate leads through industry events, word of mouth and face to face meetings, they wanted an in-real-life deal closer. Something to wow live audiences and procurement teams in person. So we delivered the film to their sales team to take on the road.

Now that they’re the only organisation at the table bringing the kind of engaging sales material usually only synonymous with exciting start-ups and tech giants, they’re able to build an additional layer of trust in their brand as soon as they hit play.