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HSBC’s investments in small businesses are a critical part of their domestic strategy. However, not a lot of people know that; they just think of HSBC services major corporations or high-net-worth individuals. The bank wanted to put the word out in order to grow the work they do with SBOs. The goal was to make a case study video highlighting a small business success story–Chateau Le Woof, a dog cafe in Astoria, New York–but to do so with a “light-touch” approach to branding. The story should be the business and not the bank.
We interviewed Natassa right in the cafe where she opened up about her hopes and dreams, what led to the idea of a dog cafe, and the emotional journey that ensued. Afterwards, the real fun began: we played with dogs! The cafe serves as a meeting place for dog owners to sit down, have a cup of coffee, give a treat to their trusty companion(s), and meet other dog lovers. We captured a day-in-the-life of Natassa as a dog owner and as a small business owner, the energy between dogs and people–and between people and coffee.
With the focus being on Chateau Le Woof’s story from the outset and how the bank helped grow their business, our approach came down to two elements: a master interview with the cafe’s owner Natassa, and documentary-style b-roll of the cafe in action. Charting Natassa’s story from an emotional perspective as opposed to a business perspective would give the audience a buy-in; the passion she had for growing her business would eventually foster the local community, which isn’t quantifiable from a numbers perspective.
We crafted a video for a bank that didn’t contain a single number, chart, or executive with memorized talking points. Chateau Le Woof is a successful small business not just because of Natassa’s hard work and determination; it’s also because Natassa cultivated a dedicated community that gives back just as much as it receives. This was something people responded to immediately once HSBC launched their SBO initiative with this video, which led to new business for the bank.
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