HTH makes pool and spa chemicals. Chlorine, sanitizers and whatnot. Not exactly exciting stuff.
So how do you make chlorine sexy?
One way is to make the chlorine company a little more human, helpful and fun.
Online videos. The first one, featuring kids performing a choreographed Bellagio-style water show with water guns, has gotten more than 1.8 million views so far. It was featured on websites like Chicago Tribune, MemeMachine and the MSN.com home page, plus was shown on the Discovery Channel show Daily Planet.
To create the unending streams of water, we customized the plastic water guns ourselves, then rigged them to 12 different hoses attached to two neighborhood houses. (Whatever you gotta do to make it work, right?)
For the second video, we built a full deck and pool inside an office building to surprise workers. We set the expectation with the client that it probably wouldn't join the "1 Million Views Club" like the first video did, but this one ended up with more than 31,000 views—still nothing to sneeze at.
Instructional videos. We re-edited and re-shot some of their existing instructional videos, plus added graphics to make them easier to follow and a little more playful.