Segway Sales Video:
"Say Hello to Segway"
EVI tapped by new Segway management team to help re-tool brand and boost sales of the evolutionary Segway Human Transporter.
EVI team Produces high-profile corporate image/sales video (in high-definition) for dealerships and consumers. Front to back delivery includes: Situation analysis, content synthesis, creative concept, scripting, location scouting, creative direction, production in high-definition video, post-production, DVD imprint design, DVD replication, distribution.
The Situation:
Commercial/industrial users and early adopting consumers have given the Segway HT a good start; but, long term viability demands a much broader consumer base…from Millenniums coming of age…to established Gen X'ers…to an expanded base of affluent baby boomers and retirees who currently make up the majority of owners.
To meet their objective… Segway hired Executive Visions to conceive and produce a corporate image/sales video to help them "break out of the box".
After a thorough situation analysis, EVI knew that in addition to being recognized as a technical marvel, the Segway HT must be portrayed as a product that is a "blast" to own and ride, with the flexibility and practicality to fit into a multitude of mainstream lifestyles.
EVI created the following communications objectives for the video. Viewers must:
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See one or more lifestyle scenarios and product uses they can relate to, triggering a desire for ownership. They must see themselves on a Segway. "That makes sense. I could use a Segway."
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View the Segway as a product that is fun to ride and will add excitement and enjoyment to their lives. "Look at that. That's awesome!"
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Perceive a Segway as safe and easy to operate. "Hey, I can do that!"
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Realize that a Segway is technologically sound, rock solid, easy to own and maintain. A Segway is long lasting and "Hassle Free". Portrayal of commercial uses will support this objective in viewers minds.
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Become emotionally turned-on to a hot, happening product that has been accepted by multiple demographics. phrase…"Everybody's Riding a Segway". "Hey, I need to be doing that".
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View the Segway as more of a living, personal item. We want them to see it as something owners really get attached to and don't want to be without. (Ultimately this will require customization in the form of colors, paint schemes, accessories) Segway owners bond with their machines.
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Be motivated to demo and purchase a Segway HT. |
The Result
EVI created and produced a five-minute program portraying a series of targeted consumer lifestyle vignettes to meet the objectives. Shooting was completed over a three-day period at multiple locations in and around the city of Atlanta. High-definition video at a 24 frame per second rate was used to create an ultra high-quality, film-like look.
Informational scenes about Segway HT models and basic operation were also included in the program. These scenes were creatively integrated into the lifestyle video flow and provided short nuggets of information supporting the desire for ownership.
The video is now showing at Segway dealers nationwide and is helping to hammer home all the desired results.
Click here to see how EVI provided Design & Fabrication of the Segway Dealer & Retail Displays.
About Segway:
Segway LLC develops and manufactures alternative-power transportation devices and is well-known for its flagship product, the electric, self-balancing Segway® Human Transporter (HT), which has garnered attention around the globe since it was first revealed in December 2001. Driven by a mission to develop and sell fun, innovative transportation solutions, Segway employs its patented "dynamic stabilization" technology to create versatile, agile, short-range devices that provide an exhilarating user experience. People are using the Segway HT to run errands, commute to work, and just have fun, while enjoying the benefits of its impressive energy efficiency - equivalent to 450 miles per gallon. Commercial organizations are using it to increase productivity and reduce emissions and operational costs. Segway LLC's headquarters and manufacturing facility are based in Bedford, N.H.
The Segway™ Human Transporter (HT) is the first self-balancing, electric-powered transportation device. With dimensions no larger than the average adult body and the ability to emulate human balance, the Segway HT uses the same space as a pedestrian, and can go wherever a person can walk. The Segway HT allows people at home and at work to go farther, move more quickly, and increase the amount they can carry anywhere they currently walk.
