Raven Housing Trust were getting ready to launch ‘The Voice of the Customer’ – a survey that are asking their customers how they feel across all areas of the business to find out how they can improve their offering. A market research company had been engaged to contact all customers to ask a series of questions, but Raven wanted a video was to explain to their customers why Raven are doing a survey, why customers should take part and how it will benefit them. They planned to deploy the video via direct e-mail campaign, using social channels and on the website to maximise the visibility and engagement of the production.
The general tone is to reassure the customers that this is a listening project, and will benefit them. By letting residents know about the survey before they are contacted Raven hope to encourage engagement and remove suspicions. The character style we used is approachable, but with a reasonably realistic anatomy so that it is not overly childish or cartoon-like. This builds empathy with the audience without feeling patronising. The environments are detailed enough that they are recognisable and have creditability, but simplified enough that they will not over complicate the edit and detract from the messaging. Throughout the animation, we used Raven branding as a subtle graphic device to texture and unite every scene.