Corporate videos don’t just happen. Corporate videos arise when there is a need that must be fulfilled. The more clearly the need is identified the more clearly it can be addressed by the video. One important corporate need that arises from time to time, is the obligation on the part of the corporation to insure shareholders and the public that the corporation is responding to a changing market. When the market change is extreme, the video has to be extreme in reassuring the public that the company is readjusting. The Kodak Winds of Change Video is an example of a video that addresses this very situation.

It is hard to imagine a company being forced to grapple with a more drastic market change than when Kodak, the leader in traditional photography, had to face the digital camera revolution. Kodak made a video responding to this revolution in photography, and it was as extreme in format, as the market change was great. After seeing it, no can say that Kodak sat back and did nothing to address fears among their shareholders that Kodak would be severely affected by this great technological change in their field.

The video, perhaps in a unique way, informs the public that Kodak is making a complete response to the digital camera revolution and is already making unique contributions, characteristic of Kodak, to the changes in photography. The video underscores this point by presenting the old and new Kodak in the video.

The video begins with a scene one might expect from an established company with a history of excellence. A dignified spokesman addresses the audience in an ornate classical theater setting. He describes the illustrious 100 year history of Kodak. Classic examples of Kodak pictures of children and family gatherings flash in the background, while pleasant elevator music, conducive to the scene, plays in the video sound track.

But suddenly, just when viewers are beginning to believe that Kodak is showing signs of corporate senility when it comes to showing awareness of the changes in the field, the mood of the piece changes. “Yep,” says the narrator, “they shoveled on the smaltz pretty thick.” “But,” he adds. “that kind of crap doesn’t work any more.” Then in a very worldly wise fashion the spokesman begins to talk about the digital photography revolution. He informs us that “Kodak is back and is “taking this digital thing to a level unheard of.”

As the video continues, the dialogue of the narrator thoroughly addresses all questions and concerns shareholders are liable to have about the large concerns response to the changes in the nature of photography. The spokesman admits that there was an initial hesitation on Kodak’s part. However, once it became clear that digital was the wave of the future Kodak jumped in feet first. The narrator then lists some of the new digital features that Kodak is developing in their laboratories; photography that meets “meta-knowledge.”

The narrator paints a picture of the home photography show of the future. With technology being developed right now in Kodak labs, it will be possible to arrange photos and present them in a show along with digitally arranged background music, and even video clips which enhance the show. Then he describes how the old well loved look of Kodak, the shots of babies families and grandmas will come back in a new form within the digital media.

By the end of the video, viewers are thoroughly convinced that Kodak has recognized their predicament, become excited and aroused by the dramatic changes in the photography field, and is not resting on their laurels, but is actively becoming part of modern digital photography.

The take home lesson from this video is to name and identify the challenge and task of the corporate video and meet it fully .

When a company is looking to excel with a business in the online environment nothing could prove a lot more advantageous than using an interactive website. With an interactive website a company can further increase their sales opportunity with the use of website simplification and attention grabbing graphics.

Marketing is usually one of the best tools of any business environment and through an interactive website you can use video marketing to promote your site directly to customers. This is accomplished with the one of a kind methods which is utilised in video marketing. When you are trying to understand the advantages related to video marketing of an interactive website it is best to review the attractions of avatar generation, website enhancing features, increasing consumer knowledge and increasing site attraction.

Avatar Generation

When you look at video production marketing you’re not adding the traditional online videos to your website but a character that will appear on your website any time a consumer accesses it. This avatar would serve as your websites liaison, helping to build the personal relationship with the consumer that has been lost in the online environment. The video marketing avatar could be an individual intimate with your company or a hired individual to appeal to your target audience.

Website Enhancing Features

The internet is cluttered with numerous sites offering special features or activities that few understand. The avatar you utilise would aid your interactive website by performing a small presentation making use of text highlighting, page highlighting and even interactive photos to help highlight your specific sites features and increase client interest.

Boosting Consumer Knowledge

Many sites provide pages of company information and product details that they then hope their clients have the patience to read. When you utilise the interactive website avatar you can condense that information into a short and entertaining presentation for your avatar to provide on-line patrons. This would help you in getting the message across to your clients without placing the demand on the person to read and research on their own. With video marketing you could also highlight product information or service information that will help in making sales.

Increasing Site Attraction

The web has become a mass of information and business websites all promoting the same thing in the same way. When you utilise video marketing to enhance your existing website you separate your site from the mass of monotony and impact the visiting consumer?s curiosity. An interactive website will soon represent the next expansion of online marketing and any company who takes advantage of video marketing now could benefit from its advantages before its attraction to customers becomes common.
When you use video marketing to enhance your existing site you separate your site from the mass of monotony and impact the visiting customer’s curiosity. An interactive website will soon represent the next expansion of online marketing and any company who takes advantage of video marketing now could benefit from its advantages before its attraction to consumers will become common.

Website videos have become commonplace on any website in an effort to increase website popularity and consumer attraction. While website videos are now so common that they are relatively unattractive, when they first were utilised their marketing possibility was incredible.

The field of marketing is always fluctuating, offering profit for the companies who could capture the next best marketing tool while other companies struggle with marketing tools of the past. While website videos are ordinary in the online environment, a new form of video production has opened the next marketing door. The use of online avatars has advanced the field of website videos as many companies already making use of this technology have found extraordinary results. A brief look at the capabilities of video production avatars will display to any company the need to capture this next evolution in marketing.

Virtual Representation

You would be using a real individual to represent your website when you?re using video production to create your avatar. They would appear upon a consumers visit and help in bringing life to any site, regardless of your site’s current abilities. With this video production avatar you can address customers directly and assist them in their journey through your site.

Highlighting Documentation

During the presentation conducted by your video production avatar you can utilise several features like website highlighting. If the avatar is discussing your company?s accomplishments then it could highlight existing text that would help build a relationship between the website and the video production presentation. Additionally, the avatar will be able to highlight specific sections of the website allowing the consumers attention to be solely focused on the area your video production avatar is addressing. The highlighting feature of these presentations will permit you to detail the opportunities of your site and make navigation simple for consumers looking to take benefit of your businesses opportunities.

Interactive Boxes

In addition to highlighting options the avatar can also bring up interactive boxes which will assist in simplifying any presentation. These boxes can be utilised in a number of ways, whether its through a simple listing of points, a photo presentation, or even an additional video marketing. With these interactive boxes you could provide more information for your consumers, presented in an interactive way and not needing you to take up space on your site to feature.

Subtitles & Variety

The largest demand of the online environment is found with variety. You’re working with a global market and it can usually be difficult to accommodate that variety of individuals. With a video production avatar you can personalise the presentation for the client with subtitles which are available in a variety of languages. This makes a connection with customers regardless of their country of origin and can assist in boosting sales.

Sometimes a parody about something gives us important perspective on that thing. The Corporate Video 1, which is a parody on corporate videos, in general, provides insights into elements that actually make up a real corporate video.

In the opening scene the video flashes the title of the video, “Convincing Sarah and the Comedy Team to Launch Blackstar.” This is an unusual title, however, it points out an important point, every corporate video should have a clearly defined reason for being created.

we see a bright blue background, with words sequentially flashing on the screen. We see the words “compelling,” “daring.” cutting edge.”

The video than flashes two words that would not be found in corporate videos. “Telekinetic,” and “blessed,” are clearly words that rarely appear in corporate videos. Telekinesis implies a supernatural process, and corporate videos are committed to showing the successes achieved by companies through hard natural effort. Blessed is another word, which rarely if ever appearing in a corporate video. Again the emphasis in corporate videos is on results obtained by hard work, and success that results from wise corporate leadership, and proper application.

After flashing the five words, the screen explodes, to effect a transition. This is a common motion graphic employed in corporate videos. The video continues. The narrator says, here at Blackstar we are committed to producing a product that produces results. This redundancy in this line, meant as a parody, nevertheless points out the important focus on the product produced by the corporation sponsoring the video.
Next one of the narrators says, ” We integrate dynamic e-business, we cross platform web readiness, We recontextualize customized channels,” These are clearly made up jargon phrases, however their inclusion in the parody reminds us that corporate videos which demonstrate mastery and effective use of the technical terms employed in that industry, are more credible.

The narrator then asks “And what does that leave you with?” Something that people can trust.” This line is meant to be funny; when uttered in the context of the nonsensical phrases preceding it, however, it is very true that corporate videos appropriately using industrial language will be more likely to win the viewer’s trust.

The word “trust,” then appears in a title caption. Words like trust, and the above mentioned words, “daring, “compelling,” “and “cutting edge,” often appear in corporate video narration and captions.. If they tend to be overused, it is because they are effective words. The competition to use words like these challenge scriptwriters to find new words of a similar vein to arouse the spirit of the viewer.

“Putting Blackstar in your company line-up is like? “While this concept is not always spoken out; corporate videos must centrally address the question, why should the viewer put the company product in his line-up.

Then the on screen narrator says, “Today we are here to tell you why Blackstar is right for you. Answering this question is one of the central challenges of any corporate videos. The narrator then adds in a jesting fashion, But don’t take it from me, read this title card.” And the title card says “Blackstar is right for you.” While meant as a joke, in fact every producer of a corporate video has to consider when to present words of the narrator as a caption. A message presented to two senses instead of one is more effective. The next title card reads “Brand building,” And the narrator adds, “With our innovative marketing team, Blackstar will be a household name within days.” This is a line which is clearly out of place in a corporate video, because corporate videos present solid realities of corporate success, and descriptions of solid corporate products for the future, but not empty predictions of success. “Innovative marketing team,” is a frequently used term, yet still well accepted in corporate videos, assuming it accurately describes the marketing team.”

Then the narrator says “If you don’t believe me,” just take a look at these other great brands, pogo ball, pog, blood sack,” [sipn]This is a spoof segment. Nevertheless, many corporate videos do introduce models of other company’s success, to boost the presentation of their own product. |This is a spoof line , but it points out a practice which some videos resort to , namely touting their company by association with some other great company. [/spin]This technique can sometimes work, but it is also a dangerous practice when employed in a corporate video, as it will end up subtracting from the company’s efforts to create its own corporate identity.

The screen than shows the made up word “Profabilitations.” The narrator asks “How is your company going to benefit from Blackstar?” [sipn]A simplified line graph, illustrates how the viewer’s company profit will rist in time, once he begins employing the Blackstar product. |The screen shows a line graph which rises. [/spin] While meant as a parody, still, a central question every viewer of a corporate video asks himself, is “What will this company do for my company’s profit margin?”

Next the screen flashes the caption “Community Involvement.” The video notes that Blackstar was a proud sponsor of the Balloon Race 2007. We then see a strange little contraption with two small balloons attached to it racing in a bathtub. While this is meant as a parody, nevertheless, ancillary facts about a corporation such as community involvement are common additions to a corporate video. As the parody points out these ancillary facts, should be significant additions and not trivial facts thrown in to bolster the video.
Then the video narrator poses a question. “Can robots grow hair?” We see a robot with hair on its head. The narrator answers “No,” and the hair blows away. This ridiculous segment is actually interesting, because it is novel, and because it begins with a question. Novel material, included in a corporate video, can sometimes be effective in stimulating viewer interest.

In the final scene, the narrator concludes with”Convinced yet? If not, watch this.” Then we see a seal doing sit ups in a weight room. This humorous scene reminds us that frequently, corporate videos will throw in something totally unrelated to their company, just to attract attention, and relate back to the company by association. As seen in the parody, this technique can go too far, as overreliance on this technique would suggest the corporation doesn’t believe in itself and has to bolster its reputation via association.

After separating the humor from the serious content, what ingredients are suggested by this video as being essential components of a corporate video? A serious corporate video should include, but not necessarily be limited to: a clearly delineated reason for being created, dynamic titles including catch word phrases, appropriate use of motion graphics, emphasis on the company’s product, efficient mastery and use of technical words related to the company’s industry, good sense of when the narrator’s statements should be emphasized by captions, avoiding empty promises of future success, which are not tied to concrete company projects being initiated or planned for the future, caution when touting the company by reference to other unrelated products or companies, occasional creative and careful use of an interesting novel segment related to the company, which can enhance viewer interest, very cautious use of totally unrelated phenomena, such as a seal doing sit ups, to capture the audience’s attention. Finally, a corporate video should provide serious answers to the following questions, “Why should a viewer employ the product?” Why is the corporate product or service right for the viewer?” “In dollars and cents, how is the viewer’s company going to benefit from the company product or service?”

The Next Wave corporate video found at http://www.youtube.com/watch?v=8LV9eiN5zSQ is a, textbook style corporate video, notable for its well executed consistency. Nevertheless, it demonstrates the importance of that old adage that “the media is the message. While the video presents the major accomplishments and innovations of the company in the last years. And while the video presents impressive statistics, and exciting names of company customers and products, the message of this video, that the company is an ongoing thriving enterprise, with reason for solid optimism is actually conveyed via the style of the media presentation.

First and foremost is the background music a type of heavy metal guitar like instrumental solo, produced by a synthesizer. The music is bouncy and lively, and plays throughout, providing a unity to the diverse visual material. The words of the narrator, who emotes a feeling commitment to and pride in the company’s accomplishments, also provide unity to the presentation.

The motion graphics are not extraordinary, but they are consistent, and evince a pleasant stylistic unity. What is notable about the motion graphics is the use of variations in stylistic presentation and design of the captions. Captions appear throughout the video especially in support of the narration. However the captions consistently vary in color, in direction of entrance and exit and in size. Frequently multiple patterns of text words move in the opposite direction of the main caption; and serve as a type of textural background for the main caption.

What is clearly significant about this video is the way in which the movement of the captions, and the incessant solo of the instrumental background, convey a sense of the excitement of wireless communication. The ever changing form of the text, alternating with occasional split screens and occasional muted graphics, tell the viewer, much more powerfully than the words do that Next Wave is constantly moving, constantly adapting to the rapid paced world of wireless technology.

And as we watch the changing patterns of words bounce on and off the screen in evolving designs, we come to believe the company is capable of the continual new research and product development the text says they are accomplishing.

At the same time, realistically, some viewers of any corporate video need statistical and factual assurances that the company is thriving and the video provides plenty of that within the rich narration, that accompanies it.

The lesson this corporate video teaches is that great potential power that can be unleashed when the style of the media presentation effectively lines up with the content of the text.

Beauty is one of the important elements, which needs to be incorporated into a corporate video. Beauty is a quality which imbues an object with attractiveness. In the same way as viewers are attracted to unique content, viewers are also attracted to beautiful content. Finding beautiful content to present to the public is a unique challenge for every industry, because each industry has beauty in a different form. Locating the beauty and presenting it, will greatly enhance the appeal of a corporate video to the public.

Locating that which is most beautiful in a given industry is not always so obvious. In a company, which provides large above ground containers for volatile fuel, for example, a photo of the production plant with row after row of these large steely containers sitting in a lot waiting to be delivered has beauty in symmetry. A video made for an environmental group, has a much more obvious source of beauty, and it will serve to prove my point.

The environmental corporate video by Edward Wallace can be found at http://vimeo.com/3217927 . The Canadian environmental protection organization that produced this video has a very conspicuous source of beauty. The stunning outdoor scenes of nature captured in their video are not mere attractive add-ons, however. The beauty of untrammeled nature relates directly to the purpose of their organization, which is to preserve these wild pristine places. This is essential. The video is not merely throwing in beautiful images to attract views so that it can then deliver the message. Rather, in a very real sense, the beauty is the message. In that sense, and in this usage the video illustrates the famous poetic adage that “Beauty is Truth and Truth is Beauty.”

The incorporation of beauty into a corporate video, may not always be done so appropriately. For example, if a mountain climber reaches the summit of a tall mountain, and a video captures exquisite footage of a snow capped mountain summit, a breath-taking panorama and the perilous drop below, there is certainly beauty within the segment. However, that beauty is not intrinsically related to the wrist watch which has continued to tick despite the rugged trek to the mountain peak. The sturdiness of the watch, in fact, is one of its minor feature compared to the beautiful intricacy of its dials, wheels and or digital circuitry, which never miss a beat and keep accurate time for years.

In the wrist watch video, we see that the primary beauty of the mountain summit has been transferred to the primary object of the video, the watch, even though it is not beauty that intrinsically belongs to the watch. Such a tactic can work at times, but it can also backfire as the viewer is secretly thinking, “You mean you have nothing intrinsically beautiful about your product to show me?”

When, as in the environmental video, on the other hand, the beauty directly relates to the message of the video, a resonance is created, because the increased attractively directly touches on the heart of the matter. The beautiful imagery, furthermore, imbues the video with a certain degree of sincerity and even passion. People watching the images of the environmental are moved to want to save the environment as they see the morning sunlight glistening through the trees, and here birds singing their morning songs and watch as a herd of elks standing shyly in a broad shallow creek, turn to look, with mild concern, at the humans filming them from a distance.

4Ward is a Canadian company specializing in branding, web video production and photography. Their 2008 corporate video is posted on the web. The video features background music consisting of the full sound track of the song “Here it Goes Again,” by OK.

The song is an exciting song, which won real prominence because of the incredible viral video made to the tune of that song. The video features the band members performing an incredible walk dance on a series of treadmills in a gymnasium. The treadmills are lined up in two rows and set to run in alternating directions. As the band members walk/dance from treadmill to treadmill, to the tune of the music, they create some incredible visual effects. The visual effects illustrate the theme of the song as well. In the song, the protagonist is always getting in the groove and in the mood, with a girl, apparently, when something outside of his control occurs. The treadmills which constantly are in motion, and never allow the user to stand still, reflect that out of control and need to go with the flow type of daily living pattern.

The choice of Here it Goes Again, as background music for their corporate video apparently reflects the company’s esprit de corp. Video production is very faced paced. Project follows project, and if for a minute members of the production tem believe everything is under control, the phone will ring and another project comes along.The pace never stops and people working in videography on online marketing are constantly busy, but constantly loving it.

Both the theme of faced paced activity and at the same time adaptability and ability to go along with the flow are expressed in the video background song. While the song laments the fact that
something always goes out of control, just when things are going great, the song response is an dutiful and upbeat accpetance, “Oh well, here we go again.”

If asked to place the visual display of the video on a scale ranging from storyline, to illustrative of the musical beat, I would put it close to the second end of the scale. The images appear in a collage style and are more suggestive of activities the company is involved in then specific temporal portrayals of actual activities.The work held together stylistically and is loosely held together by occasional captions. The captions tell us the company has 40 branches throughout Canada.

If the videographers gave thought to audience they are trying to target, I would assume they targeted people like their successful clients and especially clients with whom they have a good ongoing relationship, people like themselves, people who are comfortable in a rapid environment of computers, videos, photography, design and online advertising. As a corporate video the work shows off the ability of the company to create motion graphics. The captions note that the company makes flash, 3D animation, print design, package design and web design.

Eveyone will be able to relate to the background song of this video, and people who work in a related industry will be able to relate with the imagery Much of the material presents products of desktop publishing, including photographs, text designs and online arragnements. Other segments present clips of videos made for important clients such as Yamaha.

As a viewer, if asked how the company could better the production of their corporate video for future years, I would suggest using a song that is slightly less domineering. It is a tune that is so popular on You Tube, that anyone hearing it immediately wants to see the viral video that goes with it. The meaning of the song appears to express the pace of life of the industry, and that is captivating and amusing. I personally would relate a little better to a visual storyline which presents a more unified visual theme. I would want to see a bit more coherence and correspondence between the images and the script. However, it is worthy of note that the video has been popular, as corporate videos on You Tube go, with over 25,000 views. And that’s a lot more views than many very coherent looking corporate branding videos get.

One must concede that this video has presented a successful branding image of the company, based on the song and the content of the video collage. This helps to defend the company’s assertion that they are specialists in branding.These are people who know how to live and breathe in the fast paced Internet video and web marketing environment. And in the computer world, we tend to trust faced paced people. People who can make it have fun from 4 until 10, as the song describes, and then shrug off a sudden unexpected event, which ends the good time, and then go with the flow, are the kind of people we know we can trust with a marketing project.

The University of Kibangsaan Malaysia produced their latest corporate video, which is published on You Tube. Presumably, the video targets people such as Malaysians living in the West, whom the university would like to contribute money to their endowment, and or send their children back to Malaysia for their education.

Based on the video content, the University apparently decided to feature important discoveries and breakthroughs made at the University, which have lead to social, technological and economical advances for humanity. The approach is certainly meritorious, and as the corporate video describes the list of advances, one can appreciate that many of these contributions are exciting cutting edge scientific developments. The discoveries presented include computerized monitoring of the eye movements of a driver to look for evidence he is too tired to drive and a computerized robot with the capability of detecting even minute smells.

Having plotted out the content of the corporate video the university and videographers next had to decide how they wanted to organize their material. The videographers and or University decided on a video format, which somewhat resembles the song Imagine by Beetle John Lennon. In Imagine, the late John Lennon presented his ideas as a series of parallel sentences each starting with the word imagine. The song was set to softe melodious music composed by Lennon.

This video presents its material about academic discoveries in form of a parallel series of captioned questions and responses. Each question is followed by a response and the whole interplay is set to soft background music. For example, the first caption starts with a question, “What if a computer could see what your eyes cannot?” Another caption responds: “Driver drowsiness detection system developed by the faculty of engineering.” Question: “What if we could invent a machine with a sense of smell? Response: “The optical e-nose detects smells up to a millionth of a micron.”

The entire 9 minute video consists of additional segments organized just like these, up until the very end. In the background we watch imagery related to the discovery begin touted, and or the people who developed it. In the final segment, the video poses a series of questions without answers. Who is driving the nation forward with a strong sense of national identity?” “Who has the will to advance humanity? Finally, “What if it is a National University? Then the video flashes the name University of Kibangsaan Malaysia.

I wouldn’t call this a boring video, because the question answer format does generate amazement about the achievements. The wording of the questions focuses on the remarkable aspect of each discovery. However, with respect to the visual presentation I do believe the video missed presenting enough clips of the discoveries in action and therefore may not have reached to the level of excitement it could have.

For example, the video initially poses the question as to what if a computer could see what your eyes cannot? And it then presents the driver drowsiness detection system. The question and response arouses interest. However, the video fails to show a depiction of the produc being used in real life. A visual presentation of a driver driving down the road at night and almost falling asleep and being aroused by the computer and then pulling over, would have, in my opinion, added more excitement. This type of vidual segment would have been comparable to contemporary videos of androids, which feature the androids performing a variety of feats on screen and talking to people. The question and answer format wins for consistency, yet by the end everyone knows what to expect, and so it loses some effectiveness. Furthermore, after a while viewers probably would like to know the name of the university presenting this research. While this might make some of the watchers stay to the end, it could also cause some of them to lose focus on each individual discovery. Finally, the one short appearance of the name of the University, which is the subject of the video is probably not enough to create powerful image branding. I would recommend that the name should have come out at the beginning, so viewers can associate all the advancements with the University.

What do people want to see when they look at an airline carrier corporate video . They want to see images of a clean modern up to date airline carrier They want to see images of sleek attractive airports and planes gliding effortlessly through the air. They want to know about awards the airlines has won, their record of safety. And they want to hear about the cities and countries serviced by the airlines. The Malaysia Airlines Corporate Video does this, and more.

The video begins by informing us that the Royal Malayan Airlines has been in existence for more than 50 years, experience as well as character, aligned with royalty. It changed to become the official carrier of the newly proclaimed state of Malaysia. We are assured to hear this is the finest airlines in Malaysia.

Having emphasized the experience and importance of the air carrier, the video now presents important corporate images it wishes to convey to the public. The airlines is an international carrier, has one of the largest Asian air fleets, and can be considered a premier world airlines.Lest we worry that conditions in Malaysia might be a bit primitive, we are informed that the home airport base, KL International airport is one of the largest and most complex international airports in the world. This statement is backed up by clips of the airport, and the sophisticated subway system, which takes passengers to the nearby modern city Kuala Lumpur.

The video then presents a list of impressive awards the airlines has won: best signature dish, finest airport lounge, best airline staff in the world for four years. Having convinced us that the airline is up to date reliable and reputable, we now are presented with images of the plush comfortable interior, current and future airplane upgrades, and the redesigned cabin, along with seats that recline into a bed.

Next the safety and security of the airline is stressed and we learn of a recent Boeing pride of excellence award, the airlines won. The video also presents the Maskargo, division of the air carrier, which provides award winning air shipping service.

The video closes with a message that the airline continue to lives up to its standard of providing more then mere expectation. A series of on screen testimonials by satisfied passengers closes the video.

The task of a corporate video about an airline from a third world country is to convince viewers that their airline is reliable, up to date and even more has all the features of any of the world’s great airlines. This the video does admirably. From the start which emphasizes the political stability of the country as well as the continuance of the airline despite a recent change form Monarchy to democracy, to the middle, which presents the airline corcorporation as a modern up to date air carrier, to the awards and testimonials, the video presents all the material necessary to convince viewers that it is a totally first class world airlines. The narration is backed up by quality clips of the airplane in action, its modern interior, the modern airport, the efficient crew, and even the origin of the planes from Boeing, a respected international supplier of the highest quality aircraft.

A corporate video is defined as a video that is made for a company to be used by the company. Within the encompassment of that definition, there are many sub-types of corporate videos. An investor relations video is one type. The job of an investors relations ty video, is to inform investors about the progress of the company, usually for a given year or calendar segment. Since every corporation wants investors, the obvious task is to convince investors that the company is strong, and thriving, and worth investing in.

There are many approaches to creation of a successful corporate investor relations video. One type is exemplified by the Tupperware Brand Investor Relations 2008, which can be seen at: http://www.youtube.com/watch?v=LKvPHMtUJfY . The host of this corporate video is appropriately the CEO of the company.The first part of the video builds on a trend, which has been increasingly popular in the corporate video genre. In line with this trend, the first two segments of the video actually present clips from real live television interviews with the CEO.

In the first segment, Rick is talking with a reporter at the World Economic Forum. He tells the audience that he feels good about 2008. He directly addresses concerns about unemployment. The company is “counter-cyclical.” If there is more unemployment there are more people to recruit from.
The second segment presents an interview with Rick on Mad Money. The commentator asks him if he is concerned about Fanny Mai, credit spreads, mortgages, and what Ben Bernanke is going to do. He responds that a bull is hidden in every situation. After four quarters of unemployment, recruitment of Tupperware sellers will rise, he notes.

The last two segments present televised anecdotes of stars that have some connection to Tupperware. Star Ice Tea testifies on screen that he loves Tupperware. And mega star Brooks Shields is filmed at the opening of Camp Confidence, a combined Tuperware and Brook Shields project to open quality girl’s clubs.

Without overtly presentation of graphs and statistics, without a lengthy and boring presentation of the newest products or newest projects, this corporate video engenders confidence in the company.

It did target and address the most likely major questions investors have. How will the company fare in this economy? The CEO said, it will take advantage of the circumstances. They will find ways to take advantage of the weakness, and thus triumph.

After allaying investor concerns, the video presents positive reasons for being excited about Tupperware.