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Leveraging the “Aww” Factor to Generate Video Views and Shares

The challenge

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The challenge

Fujifilm Medical Systems’ hand-held, FDR-flex x-ray system is typically used in hospitals and mobile medical units. When Fujifilm heard their device was being used at a zoo to x-ray animals, they saw this as a way to demonstrate the versatility of their product. They approached D2 creative to create a product video showing just that.

Our approach

We shot on location at the zoo, where we videotaped several different animals getting x-rays, including a rhino, flamingo, penguin and an alpaca. The vet and handlers spoke on camera about their ability to x-ray large and small animals quickly, with no anesthesia or trauma—thanks to the Fujifilm hand-held FDR-flex x-ray system.

The result

This product video has been viewed more times online than any other Fujifilm Medical product video. Users have shared it on their sites and Facebook pages; it’s also shown at trade shows and in sales presentations to demonstrate the versatility of this portable system. The zoo is even using it in their education programs. The response has been “awww”-some!