The innovative marketing agency, Stein IAS, settled on a 360-degree, virtual reality-ready video to promote the benefits of SafeTug, the software aid from Trelleborg Marine & Infrastructure that makes bringing in vessels safer and more efficient by giving tug masters complete, real-time visibility over tug teams and the cargo ships and tankers they maneuver. The video has earned first place in the “Augmented or Virtual Reality” category of PR Daily’s Video & Visual Awards.
The video was designed to create awareness among the target audience of tug masters, marine pilots, tug companies and harbor masters—a total of about 6,000 people worldwide. Stein IAS gained access to Teesport, the UK’s third largest port, to record the berthing process of a 57,000-ton tanker. Using specialized gear, the team filmed the docking process from the bridge of the lead tugboat while drones got aerial shots and additional footage was taken from the tanker.
The result: a 360-dgree video that can be viewed on desktop or in VR. The immersive experience demonstrates how SafeTug makes a difference to the safety and efficiency of the harbor approach and berthing processes.
A campaign was undertaken to introduce the video to the small target audience, including an email campaign, sponsored LinkedIn posts, organic social media and press advertising and coverage. Ultimately, 965 unique users watched the video, beating the target of 500, with an average 6.5 minutes spent on the web page. In addition to the video views, the campaign obtained or reactivated 189 new contacts, 57 qualified leads and an ROI of 20:1 based on average lead conversion rates.
Congratulations to the entire Stein IAS team.