HSR Heutrocknung
A multi language web production
HSR - Heutrocknung / Testimonials
Summary
In 2023, we collaborated with HSR-Heutrocknung, particularly with Bernhard Fichtenbauer, focusing on upgrading the company’s video marketing strategy.
Understanding their target audience of farmers, the project aimed to highlight the effectiveness and value of HSR’s drying systems through engaging, informative videos.
Despite logistical challenges, including weather-dependent shoots, the team successfully captured essential footage, including interviews with industry experts. Feedback-driven revisions and a commitment to multilingual content creation resulted in a polished video series, enhancing HSR’s brand image and product explanation across various markets.
Additionally, the success of the project led to a follow-up initiative involving testimonials from more farmers, further solidifying HSR’s reputation and market presence.
Project Rundown
by Roman Pilgerstorfer
HSR-Heutrocknung
In 2023 I got in touch with HSR-Heutrocknung in particular Bernhard Fichtenbauer who runs the company’s marketing. In our discovery call we took a look at the present homepage of HSR. He explained to me that the company has already done video work in the past but it was outdated and not close at all to the brand’s quality standards. Their customers are primarily farmers who need an impactful first impression of HSR. The videos would would set the company apart from their competition by communicating quickly and clearly how their drying systems works and why it is well worth investing in it for every decent size farmer.
Pre Production
So we delved deeper into what is required to get there. Bernhard explained to me how the industry works and what would make a good impression on farmers who consider investing in such drying systems. Most farmers not only want to be profitable and ecological but they also take great pride in their equipment, and facilities. Also they usually think very practical and dislike empty words. So true value and technical details would be very important in the final videos. We found it would be best to mainly show their products at work at well established farmers so the value of the drying systems would communicate itself. Also new potential customers could get impressed with the status and fortune by imagery and simple explanation.
USP and Video Lineup
Since HSR Heutrocknung has a truly unique selling proposition and Bernhard already worked on the marketing for years, we decided he would do the copywriting for the project. After some back and fourth we came to the conclusion that it was best to divide our ideas into three videos; Image, Products and Animation.
The Image video would communicate the company’s values, USP and set a vibe for HSR Heutrocknung. For quick explanation of the added value by the drying system, HSR already utilized a simple 2D animation which would explain only visually how the system works. I suggested we could produce a dynamic 3D animation which would be pleasing to watch, supported by a explanatory voiceover. This way, the functionalities and USP could be grasped much easier and communicated in an engaging way. The third and final video for HSR would be their product lineup. HSR sells various additional products, supporting their drying basics. Like the HSR haycrane, diffusors, channels and so forth. With the video farmes could get a visual impression of how the products look like and with the voiceover how they are best utilized.
For concepts and content of the three videos, Bernhard Fichtenbauer got into detail of what is important to show and made us an extensive shot list of what should be included in the three videos.
Shooting
Planning the shoot turned out more complicated than initially anticipated. Since we were dependent on farmers and they rely 100% on the day’s weather situation, I suggested planning five days of production to match the weather and switch indoors when the weather calls for it. Sure enough, on the first day shooting at the company’s headquarter in Lengau Austria, our primary and first farmer in Germany informed us that he needed to collect all hay at afternoon to safe the harvest from an upcoming rain. So I rushed to Bavaria to get all essential shots done and our main farmers facilities and equipment. Coordinating with the people at work whilst keeping interruptions to almost zero with the weather pressuring us was stressful as hell but turned out successful in the end of the day.
Returning end of next day to Lengau Austria, we got to work and shot all essential and planned shots on the following three days. As planned before, we did an comperhensive interview with Karl Neuhofer, the chairman of ARGE Heumilch. He expanded on the topic of hay drying and got into technical details of profitability and functionality of hay drying which is essential for farmers new to the topic.
Post Production
After the first draft got reviewed, we improved on the video series in some major details as I take feedback very seriously and want every project to satisfy my customers needs as far as possible. Also the idea of multiple languages was born since HSR works with many farmers across, providing machinery and services, mostly to France. So we got to work again.
Going the extra mile and being flexible with all circumstances turned out invaluable at this project and HSR-Heutrocknung decided a follow up project with even more farmers testimonials next saison start. HSR is now equipped with a multi language video series for the upcoming years, providing them a clean and modern brand image and explanation of their products and services in all relevant languages.
You can take a look at the finished work at HSR-Heutrocknung.at
