CBRE Project Insight Video Sales Tool
Using Personas and Live Action Video to Show Prospective Clients Product Benefits
- Technology:
- Video Shoot
- Flash
- After Effects
- Final Cut Pro
- Soundstudio
- Client:
- CB Richard Ellis
- Project:
- Flash Microsite
CB Richard Ellis is a world-leading, full-service commercial real estate company. To stay ahead of the competition, CBRE places a premium on innovation to help deliver superior value to its clients. With broad offerings spanning multiple service lines, CBRE is always looking for ways to improve communication and collaboration between all stakeholders on their assignments. In early 2008, the company introduced a new project management solution called Project Insight that dovetailed with their proprietary process workflow and methodologies, yet was flexible enough to accommodate the unique needs of their clients. As CBRE was preparing to roll out the new solution to clients, they asked Rhythm Interactive to help them create a microsite to be used in sales presentations that would showcase the new solution’s key features and benefits to existing and prospective clients.
Rhythm Interactive collaborated with CBRE’s sales & marketing executives, product managers and developers to understand the purpose of the piece and how it would be used, understand the core audience, and then plan the key points and basic narrative for the presentation. Rhythm Interactive then developed a creative concept and detailed script that centered around live-action video of actors assuming the roles of key real estate project team members presenting the features and benefits of the solution from each of their different perspectives. This approach made it easy for clients and prospects to understand how the solution could help specific project team members do their job better, and see how the improved efficiency would positively impact their bottom line. Rhythm Interactive presented storyboards to CBRE illustrating how the piece would come together. After CBRE approved the script and creative approach, Rhythm Interactive worked with one of our film production partners to cast the actors and shoot the footage on green screen. Rhythm Interactive did all of the editing, audio engineering and post production in-house. Finally, Rhythm Interactive integrated the video components with a Flash interface that we designed and developed and then delivered the microsite.
Since launching the new microsite, CBRE’s clients have expressed a marked interest in the new Project Insight solution. Within 2 months after the site’s launch, it has greatly enhanced the team’s ability to sell the solution. Field representatives who have used the microsite to support their sales presentations have reported positive results, declaring that it has helped them close deals. Prospects who experience the site’s sharp presentation are deeply impressed with its ingenuity and they are able to get a clear understanding of Project Insight, its features and most importantly its benefits.  Each sales rep now depends on the microsite to clearly communicate the range and depth of the Project Insight solution.
