85% of videos on social channels like Facebook and Instagram are watched without sound. So telling the story visually was a major part of the strategy.
All set choreography was done in real time, on camera. And the entire campaign was shot in one night, on location at a Raley’s Nob Hill store.
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Grocery store delivery is a growing segment of the market. According to a Harvard Business Review study, respondents expected their online business to grow from an already high 17% to 24% in five years. We needed to build awareness of the offering from Raley’s as the market was already promoting the category.
Division of Labor is one of the top ad agencies in San Francisco, so we work with a lot of startups that are disrupting their categories. And we talk to founders about the importance of creating an emotional connection with your customers. Don’t just talk about how you’re different, bring it to life. So this campaign is just a simple demonstration but it’s done in a visually compelling way that brings the simple truth about the brand to life. No matter where you are, you can virtually be in a Raley’s shopping like you’d normally shop. Your kid is napping? You can be shopping for groceries. Stuck on the couch? Shop for groceries. We don’t need to show the delivery process. We don’t need to show smiling delivery people at your door. People know how the delivery part works. We brought to life the ease and simplicity of shopping from anywhere.
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One thing that’s different of about Division of Labor is we’re not just one of the top ad agencies in San rancisco, we’re also a production company. So we can provide more value to our clients by using our internal resources to produce campaigns. How does that work? More than half the campaigns we create, we produce in-house. So we don’t hire outside production companies thereby saving our clients a good bit of money and also streamlining the production process. In the case of Raley’s, we brought in one of our producers and a director of photography, assembled the camera and lighting teams and began planning how we would pull off this idea within our client’s budget. We scouted multiple Raley’s stores in the area to finalize a location. We hired our cast and began building the sets and backgrounds that all had to slide and move practically. No special effects were utilized.
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We shot all three spots overnight in one Raley’s. We had about 10 hours from 9pm to 7am to shoot everything, which seems like plenty of time, until you break it out to about 3 hours per spot, not including load-in and load-out time. So we had to be efficient. Our actors had to be prepared and the whole crew was on their game all night long.