This 2 minute and 19 second ‘Cops V Clowns’ film takes the power of ‘The Matrix’ style movie to an extreme degree and in doing so gives us a lesson in how to make a web site STICKY.
We fly though a frozen ‘moment in time’ as cops engage in a running gunbattle with clowns in a decimated hospital. Automatic weapon fire blazes amidst breaking glass. Designed to promote Philips new 21:9 format TV screens.
But the most important point about this commercial is that the version Philips have on their website is INTERACTIVE. It’s a ‘hotspot’ version where you can click at certain points on the video timeline to hear the director talk about the making of the commercial and the special effects director explains how they do things.
Check out the interactive version here
Bottom line is that this interactivity makes it a very sticky page, causing people to stay on the page and become persuaded. They not only watch the commercial all the way through, but also check out the features displayed in the hot spots. By the time it is all over most people definitely WANT one of the Philips screens.
This reminds us how important it is when writing a product sales page to fill it with action points. i.e. ‘Click here’, ‘look at this picture’, ‘listen to this hidden sound’. (Note: In pre-selling of course such as articles or informational reviews, a more journalistic approach is required.)
Take away: Make your product sales page highly ‘active’ and interesting so that people stay around. This gives you time to build a brief rapport – the opening stage of a relationship, the basis of customer acquisition.
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56 Comments
{ 11 comments… read them below or add one }
Wow. Such a well-made video. Reminds me of the opening sequence of the movie Swordfish (with Travolta and Jackman, remember that fun flick?).. but this one takes it one further.
But… were those wires I saw at around two minutes?! Money on wires..
Nevertheless, very well done and just hypnotic to watch.
Cheers for the interactivity vs. stickiness angle, that actually cracked the code on how I’ll present the marketing benefits of a certain little-used technology.. coming soon..
Juho – Intrigued to see your tech ‘developments’. Good for Traffic?
Jonathan
Jonny! Did you make that cops and clowns tvc? It’s quite brilliant. I was mesmerised…
Still in Minnesota – back end of next month. Can’t want!
Hi Bridget.
I didn’t make the clowns… was fascinated by how the magic of the whole thing keeps you watching to the end … or is it the beginning?
JG
Hi Jonathan,
Absolutely blown away (parden the punn) by the special effects. I have seen something like that in a T.V. program called “Hero’s” but this was much more “busy” makes you wander what technology has in store in the future and a very good lesson. Thanks
David J Carne
David … Sure does make you wonder what’s next.
Jonathan, yes absolutely good for traffic – and even better for conversion. I’ll let you know as soon as I’m able to wrestle down the video on my Mac..
I’ll look out for your video Juho.
Everything you do is interesting to me – keep me posted.
Jonathan
Hi Jonathan, how are you? I’ve been missing you on Twitter. Hope all is well with you. XXOO
One of the best “Special Effects” companies i know of is based in the UK but work all around the world they are http://www.i-fx.tv or you can visit their html version at http://www.internationalspecialeffects.com
Hi Jonathan,
This is truly stunning….stunning…stunning! And you’re right, no one can resist watching all the way through!
Thanks very much for sharing this and all the other good stuff.
Much love,
Ian Aspin.