GOAL

Produce a slate of content to support $150K+ in pre-sales

CHALLENGE

Sell consumers on a very design-specific shoe line featuring technology never before seen in the footwear market

BACKGROUND

Back to the Future is one of our all-time favorite films and when we were shown the Digitsole Smartshoe we'd be working with - the resemblance in form and features is clear. But we didn't have the time, budget, or number of prototype to rival the classic by Robert Zemeckis. The directive from our client and the agency involved was to curate our messaging for early-adopters of footwear: Sneakerheads, Techies, and Creatives who saw their shoes as not just a utilitarian extension of themselves, but rather a tool for expression. With one singular design to work with and sell, we knew the features had to be the stars of our collaboration.

THE STRATEGY

TrackR bravo is peace of mind built upon trust. The trust that bravo's technology will do its job for you when and where you need it.

The consumer has to trust that bravo will help find the items that symbolize their lives' access points: keys for your home, wallet for business, and any other valuable you may need in a rush.

Educating backers was paramount to establishing the new market. But our pitch video had to earn their trust by balancing the presentation of information that's crucial to our early-adopter audience with creating engaging and dynamic content. We achieved this by introducing our team immediately - a B2C greeting in branded form. From there, we illustrated common-denominator use-cases with a relatable cast: no super-models in mansions in an elaborate plot. To elevate the consumer's video experience, we deployed clean and seamless production elements to reinforce the effortless integration of TrackR bravo into its users' lives and, in the process, we became one of the first producers to license non-stock, higher-cost, professional music in the crowdfunding industry.

THE RESULTS

The video went live on Indiegogo in June of 2014 and, over the course of 30+ days, helped raise $1,739,149 for TrackR bravo's successful launch. Featured on major sites Digital Trends, Futurism, Gizmag, and more - the team at TrackR would go on to use this video (and many of our revised edits) for 3+ years as the incredible bravo product line found its way onto store shelves at Best Buy and Target and listings on Amazon and Alibaba.

With trust established, TrackR would go on to utilize our media services through their 2017 $50M Series B funding led by the Foundry Group, Amazon Alexa Fund, and Revolution Growth. 

THE EFFECT

#87 All-Time Indiegogo (as of 2018)

#16 All-Time Travel & Outdoors Category (as of 2018)

Production Budget: Under $10K

Crowdfunding Goal: $27,500

Crowdfunding Raised: $1,739,149

Production Budget-to-Raise ROI: 174X or 17,391%

Total Views (4 Versions): 10,382,349

Production Budget Dollars Per View: $0.0009