Microsoft was looking to generate greater awareness for its Microsoft Dynamics suite of business solutions. During the company’s collaboration with its creative partners at The Garrigan Lyman Group (GLG), a vision emerged that was anything but business as usual: a series of documentary-style videos that focused less on product placement and mention and more on the compelling experiences of two high-profile companies and the people that use Microsoft Dynamics. Enter a world of insane deadlines, innovative technology, and modern craftsmanship.
Fast cars, great beer, and finding the story behind the story
With lots of questions and no scripts, GLG Studio sent its film crews behind the scenes at two incredibly disparate businesses half a world apart to find out what they do, why they do it, and how they do it. The on-location conversations revealed surprising discoveries, amazing similarities, and no shortage of passion.
In Enstone, Oxfordshire, England, engineers from the Lotus F1 race team talked about their need for accurate, real-time data for speed and efficiency, not just on the track, but also in the tight planning, designing, manufacturing, and testing schedules between races. After all, they’re essentially creating a new F1 car every two weeks during race season.
In Fort Collins, Colorado, brewmasters at New Belgium Brewing made no bones about the company being the first craft brewer to use automation. In fact, embracing enterprise technologies has helped the makers of the popular Fat Tire Amber Ale nail an enviable level of consistency and a range of beers that people love.
Common ground between steel and hops
A common message emerged from both camps that naturally revealed the importance of Microsoft Dynamics to each company, not to mention the essence of modern craftsmanship. Lotus F1 and New Belgium Brewing rely heavily on modern technology—including the suite of Microsoft Dynamics enterprise solutions—to provide important day-to-day business support so that they can give proper attention to another important ingredient to success: the human touch.
In all, GLG created 29 videos for the content marketing campaign, including the award-winning 17-minute documentary Flavor and Fuel: A Story of Modern Craftsmanship, a winner of over 15 film festival awards. The videos were shown on websites, at events, and used in a variety of digital marketing materials. The Huffington Post called the campaign “…compelling enterprise marketing with great storytelling.” Even Microsoft CEO Satya Nadella called out the Lotus F1 series as a great example of Microsoft’s core mission as a productivity and platform company for the mobile-first and cloud-first world.
The videos vary in length from 6-second Vine videos to long-form documentaries that further tell the story of how Microsoft Dynamics helps wildly different enterprises create great customer experiences. Best of all? The stories remained true to the companies and their people with only a cameo appearance (at best) by the product itself.
Sometimes, the best way to tell your story is to let other people tell theirs.