Promoting Potton’s Giant Step into Passivhaus
Project: Series of videos showcasing the foundations-to-finish story of Potton’s first-ever Passivhaus showhome
Self-build experts Potton are masters of modern marketing. Through its free Self Build Academy and Self Build Show Centre, the business generously shares its expertise to help steer self-builders through the process of building a home.
While the business already had broad appeal, it was yet to design a Passivhaus or ultra-modern home. They rolled these two challenges into one by building their first ever Passivhaus showhome.
Potton was keen to take people along with them as they broke new ground, so they created a dedicated event called Self Build Live. Potton was keen to promote the event and publicise its journey into Passivhaus – so the company asked Regen Media to produce a series of videos to do just that.
Our Role in the Project
Regen Media collaborated closely with Potton to produce six videos that told a clear and engaging story of key aspects of the Passivhaus build. As well as providing the full spectrum of video production services, Regen also used drone footage for the first time to capture spectacular aerial images of the build.
Potton’s goals for the videos were: to build interest in Passivhaus; to encourage more people to attend its Self Build Live events; and to publicise Potton’s venture into this exciting new area
Regen Media created a clear strategy to ensure the videos helped Potton achieve its goals:
- Capture the imagination of self-builders with a well-structured series of films that looked at key stages of the build and provided information and advice on Passivhaus. Videos included Groundworks; Passivhaus top tips; Designing a Passivhaus; and How to find land.
- Bringing the story to life, by combining technical aspects of the build with engaging footage and expert interviews. Each video needed to educate and entertain.
- Ensure Potton’s brand was consistent throughout and that the videos created as much value as possible. Regen delivered this by ensuring all videos featured the same, clear Self Build Live branding and that value was added by giving the videos SEO-friendly titles that made them more likely to be found through common Passivhaus search terms. A clear link back to Potton’s website was also added to maximise the amount of traffic channeled back to it.
- Create an exciting and engaging series of videos that the business would be proud to attach to its newsletters and share on social media – and would encourage more people down to the site for future events.
Challenges and Solutions
Regen Media confronted several challenges and provided smart solutions:
Challenge: Try and inject life into the videos with only limited time on site.
Solution: Potton was keen to focus on the Self Build Live tour days, but Regen advised that construction footage would make the films more engaging. The sweet spot was found between tour days and build days, all within the client’s budget.
Challenge: Not to get in the way of either Potton or its guests at the events.
Solution: Regen Media was very aware that neither Potton nor its guests would want to be tripping over the camera team. A compact, but expert crew ensured all the necessary footage was achieved, while always being sympathetic to the needs of the client on the day.
Challenge: While health and safety standards are strictly followed on Potton’s site, construction workers don’t do everything by the book.
Solution: After editing, the client noticed a minor health and safety lapse in the background of a shot. Regen Media understands the need to show meticulous standards on site, so it was more than happy to re-edit the section in question.
Potton was pleased with the content of the videos and the positive impact they had. The business shared the videos on social media and sent them out to members of its mailing list. The most popular videos in the series received more than 1,000 views, helping Potton achieve its goals for building greater interest in Passivhaus and encouraging a spike in numbers at its events.
If you want to showcase your construction project to potential clients in a unique and captivating way, then Regen Media wants to work with you. Call us or email.