How Harris Used Explainer Video to Generate 800+ Sales Qualified Leads in 2 Weeks

Background

Providing full-service mechanical contracting throughout the life of the building

Harris is a leading national mechanical contractor that helps design and engineer, construct, and service some of the most complex facilities throughout the United States.

Challenge

Make the abstract, concrete

Mechanical contracting is a complicated business and difficult to communicate marketing messages succinctly. Harris needed a tool that could easily explain its new technology offering, Telemetry, to the industry that is revolutionizing building monitoring and preventative maintenance.

Our challenge was to explain this highly conceptual and cloud-based technology in a way that would hold viewers’ attention, generate excitement and interest, compelling people to reach out for more information.

Approach

Predict the Future, with Telemetry®

Given that Telemetry happens in the cloud, bringing that to life through live-action footage would be extremely difficult. So, we opted to use animation to tell the story.

Strategy

To understand what really set Telemetry apart, we conducted a series of informational interviews with Harris field techs, salespeople, and executives. This allowed us to determine the pain points and what we’d need to lean in to in order to craft a message that would resonate with customers.

Production

The majority of animations take a flat, 2D perspective. But Telemetry is everything but that. To convey its revolutionary technology, we decided to use 3D animation that took on a holographic approach to signal the futuristic properties of Telemetry. This created a unique and engaging experience that would stand out from any other animated video viewers would see.

Distribution

The goal of the video was to generate awareness, so Harris pushed the video out through multiple channels. It was used on their website, organically on social media, in emails and as an external sales tool. To better optimize the distribution of the video, we created a :30 second version of the video for social ads. Harris also sent out a target email campaign to more than 7,000 contacts that saw great success.

Outcome

Generated 800+ Sales Qualified Leads and over 50+ meetings

Harris saw enormous success with its explainer video. The Telemetry® video generated over 800 sales qualified leads and 50 meetings with Harris sales representatives within the first 2 weeks of distribution. Thoughtful strategy, creative animation, and a well-executed distribution plan resulted in a powerful video asset that drove meaningful impact for Harris.