Magicard

Video Search Campaign

www.magicard.com

Requirements

Magicard, part of the Ultra Electronics Holdings plc with a worldwide workforce of 4000 employees, is one of the world's leading manufacturers of secure ID printers. Their printers incorporate an innovative Holokote anti-counterfeiting technology that prints a transparent watermark across the card. Having already built an online Holokote tool for Magicard, Zeta was asked to provide a marketing method to explain and promote the Holokote technology to new and existing customers.

Analyse

We soon agreed with the client that the most efficient way to visually display the specific security features of the Holokote would be through a video that could be published online and used by Magicard and dealers. A short video could display the various layers of the card, show the finished product and include the most important selling points. The video would also incorporate the company logo to further strengthen the Magicard and Holokote brands.

Plan

We identified a list of keywords to target and planned how the Search Engine Optimisation (SEO) should be best applied to the video. The text for the voice-over was supplied by the client and translated into English, Spanish, German and Swedish. A press release, article and newsletter would further explain the benefits of the product and be used as a complement to the video.

Create

Our creative team developed a realistic 3D card that split into the different layers of Holokote technology. A voice-over was produced for the video and after some editing and cutting down we were left with the finished result: A 30-second promotional video, which would grab and keep the viewer's attention. The title, description and tags were then optimised and the video was ready for online exposure.

Promote

The video was instantly uploaded on YouTube and Vimeo where it soon appeared on the number one spot for its chosen key phrase 'ID Card Security'. Within the first month of the video search campaign, the video reached the number one position on Google.com for the very same key phrase. (The video was also uploaded to third party video indexing sites i.e. viddler and vodpod.)

Optimise

We delivered an email campaign to all of the Magicard dealers, detailing how they could embed the Holokote video into their site. The video has also been embedded on technology and security blogs and sites, to extend the reach of the Magicard brand. The client has also used the videos as one of their key marketing tools at worldwide trade shows and exhibitions.

Zeta has previously promoted video for other clients including Rogers Estate Coffee, Cotswold Fayre and the Benson Group.