IMP software build software specifically for multi-academy trusts that help them manage finances.
They recently created a new module for the software called “Purchasing” that helps manage budget-led purchasing. They found it hard to explain this new module to customers without visuals so wanted a way to bring the static visuals to life in a way that brings clarity to how it works and showcases the benefits.
The project needed to be as evergreen as possible and act as a starting point in conversions with potential customers.
The plan was to create an explainer video that can sit at the top of the module page on the website as well as be used in sales collateral. It should give a clear overview of the new module and the benefits it provides.
Finance can be quite triggering and highly frustrating when managed poorly and so I wanted to lean on this to grab attention and connect with the viewer early on by really hitting home with annoying warnings that cannot be ignored like “Data missing” or “Finance code mismatch”.
In order to keep the video evergreen, I wanted to use abstract representations of the software as much as possible and ensure the messaging wasn’t hyper specific.
I wrote the script to start with the pain points before flowing through the features and benefits with pauses for the viewer to digest. The language used is friendly and understanding of the frustrations whilst assuring that there is a better way.
The artwork needed to be on brand but bring a sense of that friendly, all-inclusive feeling from the script. Finance can be dull, so I wanted to bring some fun to the flow and transitions of the video as well as bring some colour into the UI elements.
With the script being slightly on the longer side of things, having a good flow was important and having breaks both visually and in the messaging helped give space and impact to key moments.
Bringing it all to life through clean animation using a mix of 2D an 3D elements that tells the story and clarifies the features and benefits of the product.
The whole team was very impressed with not only the final result but the simplicity of the whole, frictionless process.
The final animation helped educate their audience about the new module as well as act a promo within sales. It made them stand out from the competition both visually and through the clear explanation of the software.