70237472001

PURSUING BRAND ACTIVATION WITH INTEGRATED ONLINE VIDEO

Client: TransitCenter
Agency: Stein Rogan + Partners
Title: Turnstyles
External Link: Microsite

The Challenge

Stein Rogan + Partners came to us with some clear objectives.  First and foremost was to capture candid, man-on-the-street interviews with a broad cross-section of commuters in NYC. They saw an opportunity to address the issue of the upcoming MTA transit fare hike and turn honest, qualitative data from real commuters into engaging video stories. In addition, Stein Rogan truly wanted to open a dialogue with New Yorkers about how commuter benefits can save people money.

The Players

We sought out a hand-picked crew matched to the task since the richer the information we could get, the more meaningful it would be for TransitCenter and their potential customers. Stein Rogan, had a firm grasp on the needs of their client and understood well what we would have to learn in the interview process. By working with them to clarify and understand these issues as best as possible we were able to make the process a success.

The Plan

The scene set, we focused in on our own questions: How do you best get someone to talk to you in the world’s busiest city at rush hour? How do you draw engaging results from a specific block of time and location? How do you make sure you capture the grit and grain of facial expressions and tone of voice as well as great content bites that you can really use to turn your story? How do you do it in a single day shoot with a brisk turnaround time of only a week?

Execution

Our talented crew engaged the rush hour crowd and reeled them in despite their inclination to keep walking, while a custom HD camera and prime lens package set our subjects apart from the crowd. We guided a focused agency to multiple locations that we had vetted for maximum commuter traffic and aesthetic impact.  In post-production, our on-site editorial service optimized communication so the agency creative team was able to swiftly shepard the project to completion; we took notes and creative input and turned it into prime edits for a tight deadline.

Results

By capturing real stories from real people we were able to provide just the kind of meaningful responses that TransitCenter was looking for. Stein Rogan + Partners were able to focus on their ongoing campaign work while letting us take the wheel and ensure every part of the process was covered, captured and delivered for broadband distribution.

Howcast Media
Howcast Media
TransitCenter | Stein Rogan + Partners
TransitCenter | Stein Rogan + Partners
Barnes & Noble | 5W Public Relations
Barnes & Noble | 5W Public Relations
Brightcove | Showtime | Wall Street Journal | Dupont
Brightcove | Showtime | Wall Street Journal | Dupont

T: 1-646-481-7263

F: 1-212-591-6115