If a picture is worth a thousand words, how many is a video worth?
1.8 million to be exact according to US market research company Forester Research
1.8 million words in one minute of video – almost the exact same as reading War and Peace three times over.
That, ladies and gentlemen, is the power of video in a nutshell – so once you couple that will the world’s most successful football club and a leading European clothing and sportwear brand, the end result?
1 million views on a kit launch video.
In the summer of 2018, ADI Films teamed up with Hummel and Rangers Football Club as they launched their brand new partnership with the Danish company becoming the official kit supplier of the Glasgow giants.
In what was a big summer for Rangers, now under the tutelage of Liverpool legend Steven Gerrard, ADI spent the day at the club’s famous Ibrox Park before filming at their training ground with several members of the first team squad in what can only be described as a cloak and dagger operation due to the secrecy around Hummel’s first offerings as the club’s kit supplier.
So secretive was the shoot, that on its conclusion, a couple of dozen supporters had got wind of what was going on and were on hand to interrogate the film crew on what the new shirt looked like!
Never before have ADI worked on a kit launch whereby a quick google search revealed multiple version of the ‘official kit’ being available in multiple different locations around the world due to the popularity of the client.
But to be the best you need to work with the best, and in early July 2018, our kit launch video was revealed to the acclaim of Rangers fans around the globe.
Pieced together around Gerrard’s ‘Let’s Go’ buzz phrase that he said on the day of being revealed as the Rangers boss, the VT consists of a voiced over script with vision from in and around the stadium coupled with double exposure over certain elements such as the league flag wall as the league trophy was lifted for a world record 54th time, before the vision leads us down the tunnel towards the pitch and the whole narrative and feel of the video changes to a more edgy tone with snippets of the kit being revealed over glitching GFX effects before the players are revealed in not one, not two, but four new Hummel branded kits for the 2019/20 season.
In the first 24 hours, viewing figures on the video reached 500,000, with that number now around 1 million views in what is by far and away the most watched film in the ADI Films vault.
So remember, next time you want to engage with your potential audience, don’t write about it or take a snap shot, let ADI Films capture it in a way no other medium can.