Video scripting to reinvigorate sales (feat. The Beatles)
Crafting a two-minute video to open a conference
The Pharma giant’s sales team were in danger of losing interest in a drug which had been on the market for over 10 years. However, the drug had just been awarded a licence for a new indication – immediately giving it a new lease of life. The sales team needed a similar reinvigoration and this conference was there to provide it.
A recurring problem in corporate communications is the conflict between explicit statement and entertainment. This is exacerbated with video as people are used to being entertained by the medium. So we used an engaging analogy to pique audience interest: Decca overlooking the Beatles because they thought the era of Rock ‘n’ Roll was over when – just like the era of our drug – it was only just getting started.
You’re Dick Rowe, an executive for Decca, a big record company. There’s nothing new going on. Rock and Roll is just a fad that’s starting to fade.
Some guy from Liverpool calls, he tells you he has a great new band. They audition. You listen. You tell him, ‘No thanks Mr Eppstein, guitar bands are on the way out’.
You just turned down the Beatles, the highest selling group in the history of popular music.'
The client loved the Beatles analogy and its simplicity galvanised the sales audience. The video has become something of a benchmark for their future conference videos.
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Agency: Catherine Turner
Client: Novartis Pharmaceuticals