Alto-Shaam: Testimonial Video Series
A testimonial video is a form of marketing communication in which a customer relates a positive experience about your product or service. Understanding the value of a passionate customer advocate, Alto-Shaam turned to Equity Creative to help produce a series of testimonial videos featuring Justin Carlisle, chef and owner of Milwaukee-based, fine-dining restaurant Ardent.
Based in Menomonee Falls, Wis., Alto-Shaam manufactures commercial foodservice equipment, such as combination ovens, rotisseries, chillers and heated holding. Carlisle, who recently purchased a CT Express Combi Oven for his restaurant, raved how the oven maximized space, cut costs, and maintained the impeccable food quality his restaurant is renowned for.
“Everything about it is life-changing for us,” remarked Carlisle. But to maximize the impact of his personal testimony, EC sought to do more than just record Carlisle’s words. We sought to create a Human Interesting brand story incorporating cinematic elements that come together to give you an experience, to evoke emotion and inspire conversion.
To make the video engaging, EC combined footage from Ardent’s kitchen and dining room with beauty shots of exquisitely prepared food. Music, lighting and sound design reinforce the feel of the restaurant as well as the impeccable quality standards, while highlighting the essential need for efficiency in such a small space. These artistic elements all play a part in telling the story; they create an emotional connection with viewers and help bring Chef Carlisle’s story to life.
EC produced two videos highlighting key benefits of Alto-Shaam ovens: cost-savings and food quality. The Alto-Shaam videos are featured across multiple marketing channels, including YouTube, Facebook, the corporate website, and internal newsletters.
Each video demonstrates that a successful testimonial can incorporate Human Interesting elements to evoke positive feelings about a brand. With the potential to inspire thousands of prospective customers, these testimonials demonstrate how a product video can move beyond features and benefits to relate a compelling brand story that’s worth a million words.
