Explainer video | 2023
St. Leonhard's Quellen
After his personal experience with the Leonhards spring, Johann Abfalter had the vision that there had to be a water that was right for everyone. He therefore took over the spring in 1996 and founded the company St. Leonhards Quellen. The company now has over 50 employees and is the market leader for mineral water in the German organic and natural food trade with 9 varieties from 6 springs.
The challenge
Message in a bottle: Explain naturally
Purity, naturalness, vitality - these are just some of the characteristics that make up the mineral water from St. Leonhard's springs and which the Celts and Romans already appreciated. It is precisely these unique selling points that enable the company to set itself apart from the competition. There is a great variety of mineral water suppliers in Germany - this is appreciated by consumers, but also means that it is a challenge to stand out as a supplier. This is why the quality characteristics of St. Leonhard's spring and mineral water are to be brought closer to the German public in a TV commercial on ZDF, among other things. At the beginning of 2023, the company is looking for a creative agency with which it can implement not only an advertising spot, but also an explanatory spot. The aim is to explain the origins and benefits of St. Leonhard's natural water - with a core message that is as simple and concise as possible and that consumers can grasp at first glance.
The solution
Wanted and found: Partner with passion
To find the perfect partner, St. Leonhard's sources put out a call for tenders. Alongside two other providers, youknow was shortlisted and was ultimately able to impress not only with a visual concept, but also with a good understanding of the brand and corporate values, as well as attention to detail and passion for the project.
Real life, real images: The perfect balance between illustration and real image
Conceptually, the requirement is not simply to show the bottling principle of the spring water, but to incorporate an awareness component (keyword "active perception") into the story in order to show the advantages of St. Leonhard's water compared to other types of water. The aim is to find a balance between an explanatory and an emotional message and to explain a relatively complex topic to viewers as briefly and concisely as possible: What is so special about water from a deep spring and how does it differ from other types of water? The wording should be positive and make viewers want to drink water.
This requirement is also reflected in the style development. It was clear from the outset that it should be an illustrated 2D film, as this is the most striking and easiest for viewers to understand without them having to make a major transfer. The 2D illustration style - characters and objects consist of only one height and one width - is ideal for conveying knowledge simply. For St. Leonhard's springs, it is important to bottle its water with the greatest possible naturalness, originality and liveliness - which is why the illustrations are also required to resemble real pictures and correspond to the Alpine foothills of Rosenheim, where the company is based and where the spring water is sourced.
In addition, the core messages of "purity, naturalness, vitality" should be presented in a harmonious way and with flowing movements. Based on these requirements, youknow developed an illustration style in which the forms are kept simple, but there is still love in the details. The flowing transitions and dynamic movements reflect the living water. Clear, fresh colors and a real depiction of nature put the focus on purity and naturalness.
The result
From Bergdoktor to Rosenheim Cops: Exactly where the target group is
The result is a 14-second commercial that transports viewers to the foothills of the Alps and shows how the water emerges from the deep layers of soil by itself and is then bottled. Stylistically, the clip fits perfectly into the corporate design of St. Leonhard's springs.
The broadcast on ZDF reaches an older target group. In order to also reach the younger target group, the clip is placed on YouTube, Facebook, Instagram, Google and Spotify - with great success!
Hit the bull's eye: spot inspires millions of viewers
The aim of the video campaign was to generate the widest possible reach and increase brand awareness.
The goals and expectations of St. Leonhard's sources were fully met within just one month. Since the broadcast, the company has recorded a reach in the double-digit millions and a significant increase in users on its website. To date, the video also has more than 600,000 views on YouTube.
Audience favorite: From enthusiastic customers to enthusiastic dealers
The feedback from customers and retailers on the video is consistently positive. There are numerous enthusiastic customer comments on social media: "Great spot - very well done! 😍", "Great video 👏 super appealing 🙌 delicious water 💦", "Brilliant commercial ❤️". However, it's not just about expressions of enthusiasm, as the retail partners of St. Leonhard's springs in particular have noticed a positive impact on sales since the commercial was released.
Fabian Angerer
Head of Marketing
St. Leonhard's Quellen
„In youknow and especially designer Robert Wolff, we have found a partner who has a deep understanding of our brand and message, but also a great passion for the project and a certain attention to detail. The TV commercial is emotional and explanatory at the same time and conveys in just 14 seconds what our products are all about: pure and vibrant water that you can taste and feel. Our expectations of the commercial were absolutely fulfilled: We were able to record a significant increase in users on our website as a result of our brand campaign and are also seeing increased demand from retailers.“
So it goes on
To be continued: New campaign in 2024
The TV campaign and the digital campaign ended at the end of June, but the key visuals and image clips from the clip can still be found on the website. And St. Leonhard's sources are planning another major video campaign for next year - but probably with more real images that convey less knowledge and more emotion. So tune in!
Ken Weid
Key Account Manager
Let's get started! We look forward to your project
Product launch, change process, company presentation or a new workflow - whatever you need to explain. Let's talk about it! Together we can lay the foundations for the success of your project.
