| "The test of a good advertisement is not just how good it looks, but whether it brings in the required business." |
Roll to Record
Big Brother, Deal Or No Deal, Richard and Judy, Celebrity Scissorhands, House Of Tiny Tearaways, Saturday Kitchen. All TV shows most of us will be familiar with. But as you sit back to watch another episode, take a thought for the work that goes on behind the scenes to get those images to your TV screens. Roll To Record, the broadcast facilities specialist is the company behind these and many other well-known shows.
Based in London it is their task to ensure a technical solution is found to enable a programme to be recorded and transmitted.
Roll To Record are also responsible for supplying the robotic cameras for reality shows like Big Brother. These cameras are capable of operating under extreme conditions of hot, cold, humidity, low light, under water and are also extremely reliable for long periods of time (up to 4 months) without maintenance, making them the idea choice for reality shows.
So when they decided to place an advertisement within an industry-specific publication to promote these cameras, they turned to Design Incorporated, who are also the design agency for their sister company, Visions.
Studio Manager of Design Inc, Jon Turner recalls: "When Roll To Record first approached us, we quickly arranged an initial meeting. Here, we could find out more about their company, their standing in the marketplace, their customers, etc. It is important for us to do this so that our designs hit the mark first time."
Because the advert was to promote the product as well as an overall 'service', the first thing we did was to arrange for some high quality pictures to be taken of the robotic cameras. From here, we could put forward a few initial design concepts for a product-specific advertisement.
The route to success here was reasonably straightforward. We were promoting a state-of-the-art robotic camera and so one obvious route us was to create a futuristic, almost science-fiction style. And, happily the client agreed too.
Commercial Director, Frank Norman reports: "Of course the test of a good advertisement is not just how good it looks, but whether it brings in the required business. Within a week of the advert appearing in the publication we got a call from Roll To Record to announce the project has been a runaway success with a 'significant amount' of business being brought in through this advert alone."
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