Branded Content Case Study: On-location recordings

A number of our branded content clients have asked me about the best way to integrate their logo into the backdrop of on-camera interviews and recordings. The logo should be present, but not in such an obvious way as to be distracting. The focus should still be on the content because (obviously) visitors to their website are interested in the value of what is being said.

Here is an example.

We recorded an interview with OCBC Executive Director Mr TK Yap on the trading floor of the brokerage in early February. Mr Yap contributes actively to the Securities Investors Association (Singapore)'s investor education programs. But it was important to him and his corporate communications chief (off camera) that the OCBC Securities logo was included.

There are actually two logos in the background, as you can see from the opening shot during which I present the introduction to the video.

Mr Yap wanted to avoid "looking like an ancient Chinese judge" with the two logos seemingly protruding from his head, so he stood in such a way to cover one of them. Note also how the interview was recorded after trading hours, when most traders had left for the day. This way there was little background noise to distract viewers.

This then gave us plenty of space to his right for on-screen graphics which "incorporate" the physical OCBC Securities logo in the background into their design.

You wil also notice that we only used one camera to record the interview. My questions can be heard, but I cannot seen. There are several reasons for this:

1. The area where I was standing asking the questions was not conducive to be shown on camera. There was no branding available to place it behind me.
2. We didn't insert re-asked questions aftwards. Although this is common practice at television stations, they are clearly not as spontaneous as when the questions were asked during the interview.

I am not at liberty to reveal hits, but the SIAS website receives tens of thousands of hits each month, and the SIAS TODAY clip you see here is watched hundreds of times a day.

As always, I am happy to take your questions, comments or feedback by emailing me or calling me on +65 6223 2249 or +65 9017 3534.

Best regards

Mark Laudi
Managing Director
Hong Bao Media (Holdings) Pte Ltd