Recently I have been seeing the Bellroy wallets advertisement a lot. Out of curiosity I clicked on them and was amazed to find out what they have in store for the consumer. In its almost completely online advertising , Bellroy has hit the nail on the head. With a stated mission to help “slim your wallet,” Bellroy has created some of the most effective series of videos that I’ve seen recently to introduce their brand and promote a product in a visual and very interesting way. Here are some key takeaways from the promotion:
1. What would you change in a wallet? Show me how it works guys!
Bellroy realizes that they are up against a mundane and difficult to assimilate chain of thoughts – how much can you actually change in a wallet? The team at Bellroy have used time lapse images to show how all the actually fit into the wallet. Also at the end of each video there’s an actual person who scoops up the wallet and heads out, serving as a visual reminder of their mission – chaging the way you carry.
2. Customize each products personality
Although most of the product videos follow a template – demo and then the scoop but they create an individual personality for the products. For example, the playfully named “Hide & Seek Wallet” has a hidden pouch to put extra money … and the video ends with a magic disappearing trick for the wallet. It’s the perfect combination of utility and quirkiness that helps that product have an identity of its own.
So how did they come up with the concept. They have a video for that as well. A basic consumer behavior is that the more people care about your brand the more likely they are to go from just being a customer to being a passionate evangelist. The backstory for Bellroy is shared through the video below, which takes you into the creative process that the team used for everything from creating the visuals for the website to sketching out their logo. Also notice that narration is almost absent for the video. As a result, your focus is on the products and how they work, with only a minimal amount of explanation. Not only does this add to the simplicity of the message, but it makes the videos shorter and more watchable as well.
Owing to all these this is truly one of the best online campaigns I have seen till date.