Seasonal Storytelling Commercial (Soft-sell B2B) Dotaco project
B2B building materials advertisements are often dry and lack emotional appeal. In the Seasonal Storytelling Commercial project for Dotaco, Right Media placed the Dotaco Uniboard panel in a Christmas atmosphere first, then incorporated the technical specifications into the story. The video followed a soft-sell approach: instead of directly offering a product, it told a story about a gift for the new year.
Complete project video produced by Right Media
Request from Dotaco
Dotaco needs a short advertisement for Christmas and New Year 2026, with four specific objectives:
- Seasonal Marketing: Use the festive atmosphere to build rapport with B2B partners and customers.
- Soft-sell strategy: Instead of selling directly, let a story guide the viewer to the product's strengths.
- Clarifying Uniboard's competitive advantages: The video should showcase the board's attractive price point in the Vietnamese market, while maintaining superior durability and quality compared to comparable products. A compressive strength exceeding 18 MPa allows for a thinner, lighter design while still ensuring sufficient load-bearing capacity per square meter of flooring.
- International languages: The video is in English, with the aim of bringing the brand to the international market.
Right Media's solution
Right Media drew inspiration from a familiar Christmas tradition: the excitement of opening presents. The commentary begins with the tradition of opening presents, which the video calls Boxing Day, then asks the question: why is Uniboard the best gift for a New Year's project?
- Main idea: Uniboard panels were introduced as a New Year's gift for construction projects. A foreign actor appeared next to the Christmas tree.
- Display the parameters on the image: Instead of listing charts, the video uses on-screen comparison effects to highlight Uniboard's strength exceeding 18 MPa and its lighter weight compared to other products.
- The message is "Reliability for your new project": The video concludes with the statement, "Happy New Year 2026! Start your project on a platform you can trust." Uniboard emerges as a foundation for new projects in the new year.
Project implementation process
The project was completed in a short time, in four steps:
- Pre-production & scriptwriting: Right Media's team chose to tell the story around the concept of a gift. The commentary moves from the atmosphere of opening the gift to the price and product specifications. One sentence in the commentary clearly states Dotaco's perspective on quality: "This is not a promise, this is a standard of consistent production."
- On-site production: The Christmas setting is illuminated with warm lighting. Actors open gift boxes, keeping viewers curious about what's inside.
- Post-production & Visual Effects (VFX): The B2B information is in this section. The motion graphics team compared the thickness: Uniboard is 14mm thick compared to 16mm of other products, but it still withstands more force.
- Sound design: The background music has a light yet modern, festive atmosphere, perfectly matching the pace of the product feature presentation.
Results achieved
This storytelling approach helps Dotaco's videos accomplish four things:
- Less boring: Thanks to the "New Year's gift" story, a building material product becomes more relatable and accessible.
- Quality speaks for itself in numbers: The "Strength over 18 MPa" specification is explained by a specific consequence: thinner slabs can be used without reducing the load-bearing capacity per square meter of floor, meaning lighter, more efficient, and more comfortable to design. Contractors immediately see the cost and design benefits.
- Brand image: The use of foreign actors and English dialogue allowed Dotaco to use this video with international partners.
- Right time: The video is related to Christmas and New Year 2026, so Dotaco has content ready to send to partners and customers during the celebratory season.
If your B2B business also needs a new way to tell its story to reach partners, contact Right Media through the following channels:
- Office in Ho Chi Minh City: 06 Binh Quoi Street, Binh Quoi Ward, Ho Chi Minh City.
- Hanoi Office: 105-E5, Trung Tu Street, Dong Da District, Hanoi
- Facebook: FB.com/rightmedia.vn/
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- E-mail: info@rightmedia.vn | anhtai@rightmedia.vn
- Hotline: 0901 391 002
Right Media – A specialized media partner for B2B businesses, factories, and industrial parks.
