I produced and directed these videos for financial advisers Credius, who hired Reedsmore to create a series videos for their website, outlining the benefits of choosing Credius for each of their available services.

As a new challenger brand, Credius needed to build client trust, fast. Rather than pour resources into creating a single corporate showcase video (which might look impressive but wouldn’t contribute much to generating sales) I produced a series of five videos. One video for Credius focusing on each of the four product areas that Credius provides, and one overview of all of Credius’s services.

Why They Work

The key to the success of these videos is their focus on the needs of the customer. They don’t simply serve to let Credius show off their offices, workforce and founders. These videos provide a useful introduction to Credius by focusing on what prospective clients want to know about each of the service areas Credius offers.

The videos were to be primarily viewed on the respective pages on the website, but each also works as a stand-alone production, enabling the videos to make sense when viewed away from the site, meaning they can be distributed in a variety of ways including via social media and email campaigns.


Credius Pensions Explainer

Production Design

The desired result of these videos was not for them to “go viral” or to amass millions of views. Instead, the primary goal was to turn potential clients into warm leads. Financial products such as mortgages and insurance policies are not discretionary purchases that people buy on a whim, so if we had tried to sell them like that we wouldn’t have got very far.

Our target audience was people who were already actively looking for Credius’s services. Our objective was to get them to contact Credius so the sales process can begin.

All the videos were produced using Credius’s existing design assets (fonts, colours, logo) in order to provide a seamless customer experience, wherever the videos are seen.

Each video opens with a clear statement of the question that the video will answer, making the viewer feel comfortable in knowing that they have come to the right place to find the information they are looking for.


Credius Mortgages Explainer

These videos should make that information accessible, so they must not be a chore to watch. Consequently, each video is exactly as long as it needs to be – and absolutely no longer – and the large, animated text is designed to be fully legible when viewed in a small window on a mobile device. Not giving away too much detail (by only providing the what and the why of the service, but not the how) also makes it more likely that the viewer will follow the clear and simple call to action at the end of each video.

While Credius (like most businesses) has numerous communication channels available, we deliberately only give two clear options at the end of each video. While this might seem counterintuitive, it prevents giving the viewer “choice paralysis” as they become overwhelmed by options and contact details.


Credius Insurance Explainer

While all the questions were prepared and agreed beforehand, Owrang’s answers were not scripted. And, as he was responding to the questions being put to him by a real human being (me), we generated a perceptibly warmer response than if he was either addressing the camera (which takes weeks of coaching to do well, even to a basic standard) or simply speaking to a wall. Owrang’s natural eye contact, speech patterns and turns of phrase all come across on camera as 100% genuine, helping home to come across as sincere and genuine, helping to build the viewer’s trust more quickly.


Credius Auto Enrolment Explainer

The Result

Keeping the videos simple, crafting each message carefully and – crucially – making the content relatable and relevant to prospective clients has made them a key factor in Credius’s ongoing success.

It’s also given the messages exceptional longevity: This series of videos was created for Credius’s launch in 2015. At the time of writing, these videos are still live on Credius’s website in 2019.