Project Case Study: Intergraph Canada

The Benefits of Testimonial Videos

Intergraph is a global leader in engineering and geospatial software. Businesses and governments in more than 60 countries trust Intergraph software to organize vast amounts of data and make processes and infrastructures better, safer and smarter.Intergraph Canada hired Urban Video to produce three client testimonial videos for Alberta Health Services, Edmonton Fire Services and Edmonton Transit Systems. The videos were styled as a vignette series rather than stand-alone testimonials. This was key to the central story Intergraph wanted to tell: a city gains efficiency and effectiveness when all the emergency service providers use the same Intergraph software.

Testimonial videos are a great addition to an organization’s marketing arsenal. Consumers are smarter and make more informed purchases than ever before. A testimonial from another customer, rather than the organization itself, builds credibility. Potential customers have more faith in a product or service after viewing a video testimonial compared to reading a printed (possibly fake) quote. Testimonial videos in the “business to business” marketing sphere also serve another valuable purpose. Asking a client to take part in a video where they might receive free publicly can strengthen your relationship with a long-term, repeat customer. The customer also appreciates the opportunity to be heard, and sometimes comments or feedback might even be said that you can use to improve your service or product.

Traditional testimonial videos can be a bit of a bore (talking heads make us sleepy. Must stop video… zzz.) But we became really excited about this project when Intergraph specifically hired us to add our own artistic flare to the videos. Intergraph is an industry leader in marketing with video. They have hundreds of videos on their Youtube page with over 800 subscribers and 350,000 video views. With that said, it is a bit of a challenge for a software company to create testimonial videos that are original, visually interesting and emotional. Our client Desmond discussed how many production companies assigned to gather b-roll footage will simply show a client sitting at a desk using the software. We suggested that we obviously want to show the software being used, but we also want to highlight the life saving services that Intergraph supports.

Production was spread out over three days. Our crew included Darren as Director of Photography, Crystal as Producer and Interviewer, and Curtis Dengler as our Boom Operator and Grip. The interviews went almost flawlessly and it was neat being able to spend time in such extraordinary (sometimes top secret) places, such as the call centre for the province’s Emergency Medical Services (EMS). We could hear the operators taking real 911 calls and we were so impressed with their assertiveness and professionalism. In case you’re wondering, the screen close-ups were of a training screen, not a real call. Another highlight was going on a ride-along with two ETS security guards on the LRT. They were such nice guys and let us ask all kinds of questions. Then later on in the afternoon we arrived at the ETS control room and there were problems with the LRT. And rush hour was just ramping up. The radios were buzzing, the operators were stressed and the tension was so thick you could almost touch it. Lucky for us we were able to capture the raw emotion of these operators (as long as we stayed out of their way) performing their duties like the pros they are. Having a tour of fire station Number 2 downtown was really cool too. Everyone was so cooperative and welcoming. The firefighters even spent half an hour cleaning the floors for us so everything was spic and span. We had a lot of fun with the ambulance attendants too. They felt a bit uncomfortable at first having to “act” but they relaxed after a few minutes and you’d never even know they weren’t responding to a real call.

We incorporated held-held camera movements with focus pulls to convey the emotion we were going for, along with a mix of abstract footage with powerful close ups of faces and nat sounds. We knew the music soundtrack would be key to creating the mood we were going for and we spent days carefully selecting each song and customizing it as required.

The project wrapped up in June of 2013. Intergraph was happy, their clients were happy, and we even had a request to send our footage to Intergraph’s International head office in Alabama. This has probably been one of our favourite projects to date.