The following video is an introductory animation designed by Hubspot for the INBOUND 2013 marketing conference in Boston.
The clip’s ingenious animation makes it a vibrant, exciting video.
Arrowed lines turn into explosions of paint, there’s growing graphs, moving cogs, a sun that transforms into raining clouds before drifting into the sea and a city that’s built from mobile devices falling from the sky. It goes on and on in a captivating sequence of motion, and each image cleverly visualises every point the narrators make.
While the message that the video expresses is great, it’s delivered in an extremely annoying accent. The narrator changes from male to female half way through, yet constantly sounds a bit robotic, like Robin Williams in the 1999 film Bicentennial Man, which is bizarrely at odds with the video’s desire to inspire a “more human world”.
To be totally honest, some of the language makes me cringe. “Together, we can stop acting like strangers and start connecting as people. Together, we can build a new, more human world. Together, we will transform. Together, we are Inbound.”
I’m all for grandiose statements, but building a new world is a bit preposterous.
Nevertheless, the overarching sentiment of the video is admirable; “Don’t call me the customer. Don’t call me the consumer or the buyer. I’m not an order number. I’m not an entry in your database. I’m not an opportunity in your CRM… I’m a person.”
That’s the video’s chief concept and that’s the mind-set companies should be thinking in.
People need to be valued and treated with respect, it’s the only way to build a positive brand. As the video says, “While I may or may not buy your product, that doesn’t mean I don’t matter to you.” Our reviews and recommendations could make or break companies extremely quickly, with the internet acting as light-speed word of mouth.
Even if the verbal delivery is slightly nauseating, the video is a triumph of animation and purpose. It even ends by reiterating the vital importance of publishing content that’s relevant and helpful to customers – but never interruptive.