THE CHALLENGE

Digital Jersey needed to tell a big story in one inspiring brand film that answered the question ‘What does Digital Jersey do?’ from farming to fintech for the benefit of every stakeholder.

Who were they talking to? As a government body, they have to win over many stakeholders; big tech companies, startup founders, politicians to Joe public. They also have a lot of exciting projects going on, from educating students to incubating startups. They needed to engage everyone to rally behind their brand purpose - to accelerate Jersey’s digital future. 

But where do you begin? How can you tell such a big story in 90 seconds? Digital Jersey means lots of things to lots of different people. 

But they couldn’t be all things to all people, because they wind up being nothing to no-one and this was causing a big brand awareness problem. Despite the immense value they were bringing to the tech economy, many islanders outside of the initiated tech circles didn’t know what Digital Jersey actually did, or how it could help them.

So we needed to draw the threads together. We needed to find common attributes between our audience segments so we could speak directly to the hero that sits at the centre of their brand story and create an inspiring and powerful brand film with a clear message.

WHAT WE DID

Audience insights

Brand strategy

Scriptwriting

THE TRUTH

‘What does Digital Jersey do?’ is both educational and relevant but fails to answer what’s in it for our customers. So our key insight was that the real question is not what does Digital Jersey do, but what can Digital Jersey do for you? (The digital entrepreneur, investor, politician, startup founder).

We cast their customers as the hero of the story with real world problems to solve, answering the fundamental question while encouraging our audience to strongly consider another more potent and personal one: ‘What can Digital Jersey do for me?’

WHAT WE DID

Audience insights

Brand strategy

Scriptwriting

THE SOLUTION

WATCH THE BRAND FILM HERE

We produced a captivating brand film that shone a spotlight on the island’s digital community and inspired tech investors and entrepreneurs to help us build the future. 

The story was designed to be accessible enough to provide a broad overview of Digital Jersey for both local and overseas audiences outside of the digital sector.

Our light-hearted, entertaining approach lightly touched on their main activities while cutting back on extraneous detail and corporate jargon in favour of a more conversational, warmer and human tone. 

The film followed a coolly understated lead narrator who travels seamlessly between scenes with quirky transitions.  A 'Behind the scenes digital hero' who works for Digital Jersey and provides the vital storytelling link to educate our audience. He builds intrigue from the first scene as he unravels the mystery of what he does...and what Digital Jersey can do for you. 

Our Creative Director took centre stage by rocking a pantone matched suit and becoming the face of Digital Jersey for this project. 

We mirrored their distinctive brand look and feel in every detail in the mise en scene from lighting to wardrobe, locations and props. Every little blue and purple touch shone through including unicorn slippers, sandcastle flags and branded balloons. 

So what does Digital Jersey do? The real question is: What can Digital Jersey do for you?

WHAT WE DID

Audience insights

Market research

Audience profiling

Market segmentation