Product launch
demo film

PRS (Performers Rights Society) are an organisation with a huge and diverse reach. They are responsible for collecting and delivering royalty payments to over 150,000 songwriters and musicians of many different backgrounds, ages, and demographics. So after countless years of delivering royalty information in a static PDF format, when they decided to introduce a groundbreaking new interactive statements application, they needed to announce it in a way that not only appealed to an extremely mixed crowd but invited even the least tech-savvy to use the online system with ease. 

Solution

Our answer was a hybrid promo/tutorial film focused matter-of-factly on the most valuable features of the tool. A film to clearly outline benefits like quick search capability and access to previously unavailable insights, all visually supplemented by a demo of the real user journey.

As with most digital transformation campaigns this involved new a product and workflow which needed to be thoroughly understood before it could be promoted. We met with the development and marketing teams over at PRS HQ to understand the product from both of their perspectives. This enabled us to find the numerous sweet spots where seamless user experience and real benefit to members were felt most strongly together. We then wrote a script and treatment to capture these moments and present them as USPs of the product.

Set to a powerful music track for those listening with sound but also using a text-on-screen approach for those viewing without, the film was designed to be viewed as easily as possible by as many as possible while retaining maximum impact across the entire viewership. 

Result

We delivered several versions of the film with different CTAs at no extra cost. This meant PRS were able to use the film both as a teaser (“Coming Soon”) and as a launch film (“Available Now”).

Pre-launch the film went out via social and email. Combined Twitter/Facebook views pre-launch were 30K+ and in combination with the email campaign we accomplished the goal of driving significant traffic to their website (to a dedicated section about the new statements system and how to use it). The launch day campaign was very similar but showed slightly reduced viewership, indicating to us that the pre-launch campaign had already been successful in reaching those members who would adopt the new system.

The video now sits permanently on the PRS website.

Update: Post-launch tutorial film

The demo film went down so well that we were later asked to follow up the piece with an instructional tutorial film focused entirely on the analytics aspect of the software to help members get the most out of the new system straight away. This was a simple screen recording brought to life with some extra graphics, music, and a friendly voice over.