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DeGrille SmartShade Product Launch & Promo Campaign
In November 2022, DeGrille launched a new product: the DeGrille SmartShade, a motorised remote-controlled zip blind for home balconies. I was tasked with planning a promotional campaign for the product, and creating a product launch video.
TEAM | SEAN TAN, AARON ANG. SUPPORTED BY CLEVERLY SG + MY WONDERFUL COLLEAGUES AT DEGRILLE
PROJECT DATE | NOVEMBER 2022 TO JANUARY 2023
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FirstObj
Creating the Product Launch Video
After months of development, the DeGrille SmartShade was finally ready to launch. It's a motorised zip blind with the latest, newest and most innovative design in Singapore. It boasts a variety of new technological features that increase its effectiveness against weather elements, and prolongs its product lifespan.
However, as this was a completely new product offering, there were no orders (let alone installations) for the product yet. As such, there was a lack of photos and videos of the actual SmartShade product, other than the one in the showroom. I had to get creative and improvise a way to showcase the SmartShade's many perks, without actual SmartShades to film.
The most feasible and budget-friendly solution was to create 3D animations of the product, which would be used in the product launch video. I had learnt to create basic 3D models on my own prior to my internship; so with the help of a friend, we created simple 3D animations showcasing the SmartShade's various features, uses and unique selling points.
I also personally voiced the product launch video, as people tend to absorb information easier when they're listening, as opposed to reading.
Producing the video was especially challenging, primarily because there had to be lots of 3D animation, since the product hadn't been physically installed in clients' houses yet. I applied what I'd learnt from Branded Video Content modules 1 and 2, about tracking, audio levels, colour correction, anti-shake, transcription and more. The final product of the video turned out to be very satisfactory for my supervisor and mentor.
Post-Launch Promotional Campaign
After the release of the product launch video, we started getting more product enquiries from interested customers, as well as some orders. As the product has now been introduced, it was now time to capitalise on this by launching an online advertising campaign to increase the product recall and recognition of the SmartShade, while simultaneously entertaining commonly asked questions.
I planned out a campaign lasting from November up to the end of my internship, consisting of three videos showcasing SmartShade installations, and two collage videos showing how homeowners have installed the SmartShade in their homes.
The videos showcasing the installations take the direction of a tutorial, walking the viewer through the installation process that DeGrille's installers undertake. I would travel onto the job site with the installers and film them up close, making notes of the different stages of the installation process. Then, I would split the footage up into these stages, explaining what the installers were doing at each stage of the installation.
I wanted to make sure that above all, homeowners had transparent information about the product readily available to them at their fingertips, be it about its installation, or how others may have installed it.
Learning Points & Key Takeaways
I work frequently with installers whenever I film installation projects at clients' homes. These installers are often of Indian or Bangladeshi descent, who speak little English. As such, there was a pretty huge communication barrier that was initially very challenging to navigate. Sometimes, I wouldn't understand the jokes they'd be cracking to me, but I have to give them massive props for trying to communicate it to me, especially with hand gestures and what not.
But ultimately, we all had our jobs to do; when work was concerned, I eventually felt a synergy with them. Usually when I film, I avoid interrupting their work so that they can focus on installation. Occasionally however, they can pick up that I'm filming something in particular, which they would accommodate to.
There was once I was filming a closeup of an installer calibrating a remote control for the SmartShade; he noticed that a work ladder was blocking, that I hadn't moved away because they were busy working. He offered to move it away and position himself so that I could get better shots of his calibration, which I was really grateful for.
The installers also know when to stand clear of the camera to avoid blocking the shots, and try their best to accommodate the filming, taking extra precaution to ensure safety processes such as harnesses and helmets are properly worn before working.
I have also been able to communicate across basic instructions during the filming; such as getting installers to bring the SmartShade up or down while filming the end product. I've also spoken with their general manager frequently regarding installation schedules, among other things. Overall, it's been an incredibly eye-opening experience, being able to work closely and cohesively with colleagues from vastly different walks of life, doing vastly different things from me.

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A multi-disciplined Media & Communication student from SP who's ready to create content that connects for your company's media needs
© 2022 by Sean Tan. Supported by Singapore Polytechnic. All Rights Reserved
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