Blueair means clean air
Selling by differentiation in the retail environment An in-store (point of sale) promo video used by retailers like Bed Bath & Beyond | |
From the perspectives of quality and performance, Blueair home air purifiers are some of the best on the market. They are built like tanks, and deliver the highest clean air ratings of any purifiers tested by their industry group's labs. But while performance is Blueair's best differentiator from other manufacturers, the reason why their units work better is complex and technical, and typically expressed in spec lists filled with acronyms and statistsics that appeal more to engineers than retail shoppers.
To create a video that would spur Bed Bath & Beyond customers to choose Blueair for their home, Angle Park developed a consumer-friendly message that hammers home Blueair's differences without getting too schematic. Visually, we suggested a clean, white background to differentiate their visual approach from the competition, which tend to fill pages with text and take an infomercial-like huckster tone. Titles, where they appear, are basic and simple, and designed to work even with the sound shut off.
We imagined Blueair's products as the Mercedes or iPods of their sector, and set their products apart with beautifully lit, spare photography that highlights the products' sleek lines. To highlight the technology, we created animations that show how Blueair combines two of the filtering techniques most commonly found in competitors' units into a more effective hybrid system. Air flow and filter density animations follow a similar art direction, using white backgrounds and tasteful text treatments to illustrate and educate the consumer.
Blueair In-store (point of sale) promo video
Client: Blueair, Inc.
Project Date: 1/2005
|
The ultimate breathing machine.
A clean, white background to set apart Blueair from competitors' clutter.
3D animations show air flow through the unique filtering system.
Because three is better than one.
|
Click to play video: