Online promotional videos for technology companies normally try to show off lots of complicated high tech wizardry. But when eCommerce backend developers Intershop approached The Reactor advertising agency to create their new B2B communication, things went a different way.

“Intershop is the business you’ve never heard of who’s product you use every day” says The Reactor’s MD, Phil Childs.

“Their software delivers eCommerce solutions for some of the world’s biggest companies, as well as key Australasian businesses such as Australia Post and Incitec Pivot. But we didn’t want to focus on the scale or the complexity of what they do.

“We thought their key benefit was that their technology is an out-of-the-box solution for moving boxes. So we made a video about cardboard boxes.”

Going low-tech for a high-tech client clearly worked. Using only 126 cardboard boxes and a small amount of animation, “Intershop – the box for boxes” has had over 40,000 views in six weeks and has become a great sales tool for the business.

“We know our product is great because we’ve seen it performing on a big scale” says Intershop Sales Manager Brett Sinclair, “but the challenge has always been explaining that to potential new clients who aren’t always tech-savvy. The team at The Reactor have given us a quick, simple way to show these people how effective we are. So much so that our German parent company has started to use the video too.”