Exxaro

The new Exxaro Services management team needed to bolster commitment to their Services Promise. To do this, Nicework was commissioned by Bluemoon to bring their EVP and CVP to life in brilliantly captivating videos.

Client: Exxaro

Exxaro Services are the centralised team who provide support services to mine-related departments. In short, they look after the people who look after the mines. Exxaro operate eight coalmines in South Africa, which collectively produce 42.2 million tones of coal per year.

Discovery:

Exxaro Services had just appointed a new centralised management team, under new CEO Joseph Rock. To win support from the rest of the Services team, a one-day workshop was to be held to introduce the new management team and launch the Services guidebook. Nicework was approached to create an animated video for this workshop that would bring the dynamic new team and its vision to life.

Brief:

• Create an opening video for the Service workshop
• Create bridging videos for intervals
• Create a Service Promises video to introduce the new management team and communicate the Service Promise concept to the audience.
• Create an video to unpack the Employee Value Proposition (EVP) and Customer Value Proposition (CVP) concepts as set out in the guidebook

Tackling the brief:

The animation had to mirror the fun, whimsical style set out in the guidebook, which was to be handed out to service employees at the workshop. Working from this basis, we introduced hand drawn elements into the animation to keep it friendly and playful.

We used Polaroid treatments on images and scrapbook cues to enhance the hand-made quality of the videos.

For the Service Promise video we held a photo shoot with each member of the management team with a view to capturing their individual personalities. We then included illustrated elements of their personality in the video. The idea was to make the management team seem more approachable, and down to earth.

To communicate the EVP and CVP, we designed a table onto which postcards, sticky tape and books were animated to reveal information in unexpected and interesting ways. This succeeded keeping the audience engaged.

We contrasted this quirky visual treatment with a more serious voice over to maintain a professional tone throughout the videos.

Results:

• A happy client
• Visually engaging videos
• A successful launch with over 400 pledges received