Original video animation, or animated movies and series made especially for release in home video formats, has become a burgeoning enterprise in the entertainment arena, particularly in Japan, where it originated. But OVA also promises here as a unique medium to convey a corporate promotional message, especially when your audience is tech-savvy and entertainment-minded. Here are five ways that animation can present or enhance a brand, or just tell a story in a different way.
Present a world that supports your message: Yamaha created an animated video series called “The Master of Torque.” It features stories told in two to seven minutes that contain various characters experiencing all kinds of adventures, many of which include rides on Yamaha motorcycles. The good guys always seem to outnumber the bad guys, subtly suggesting that the Yamaha motorcycle is special.
Features characters that the audience will associate with you – a common theme in animation is the hero or heroine. As with mainstream comic-based animated films, there may be flaws or complex circumstances that have made an unconventional protagonist. But the protagonist is almost always compelling, to the point that, at the end of one episode, the viewer can’t wait to see what happens in the next. Speaking of …
Take advantage of the series format – Animation is best used when it is part of an ongoing series. Episode One features something that relates to Episode Two. Episode Two is full of adventures that create the need for resolution, which you will find in Episode Three. And so on. Done right, the original video animation creates a bond between the characters in the story (and their adventures) and the viewer. Engaging the audience is the top priority with any type of communication, and OVA is a great way to engage the demographic mentioned in the first paragraph.
Make beautiful music together: By together, we mean the integration of the images in the video and the music that you choose to share with your audience. MTV introduced the music video in the 1980s, and gradually, as predicted by the first song played on the net, “Video Killed the Radio Star.” Everyone wanted a picture to go with the song. Why? Because a song took on a whole new dynamic as a video, escaping the realm of sound and venturing into view as well. Video animation can do the same, only in a “next generation” way. Here’s an example of a company that creates attractive characters, improves their situation with music, and reinforces how great this company is at doing all of that, in just over three minutes, no less.
Enjoy the sizzle, but focus on the steak – almost any tech bell or whistle will have some appeal for a while, but unless you give the audience a practical reason to respond or react to a brand, product, or service, you’re doomed. be close to failing. You want hits. A well-focused original video animation can hit the mark.
