Making supply chain an “edge of your seat” experience

In just four months The command center became the most liked video of the year on Deloitte’s channel.

Making supply chain an "edge of your seat" experience

Deloitte’s Synchronized Planning & Fulfillment (SP&F) team needed a video that would generate interest from prospective clients, leading to conversations and eventually – engagements. They had great whitepapers and sales sheets but nothing really eye-catching. And let’s be honest, supply chain and fulfillment is pretty dry stuff.

So how do you get people excited about SP&F? You entertain, not explain. Our strategy and concept revolved around this principle. We wanted to make a short film where SP&F wasn’t the subject, it was the method by which the heroes saved the day. The goal was to make a suspenseful drama for people in the supply chain field. Talk about niche!

Our process

We started by doing some research: what does SP&F look like when it’s being done right? Working with Deloitte’s team, we discovered that SP&F is really a smart supply chain that uses AI, machine learning and analytics to fix supply chain problems before they even happen. By integrating planning and fulfillment into one smart ecosystem, customers get what they need, when they need it.

Boom, that’s the story! A customer orders something, SP&F tackles obstacles before they become issues, and the customer gets what they ordered – on-time. But how do we illustrate the AI/machine learning aspect of SP&F? We decided to use a metaphorical approach. We personified the technology as “stations” in a NASA-esque command center. When the customer clicks the button to order, we are transported into the computer. We then show the problem-solving process before coming out of the computer where it’s revealed everything our audience just saw took place in a matter of nanoseconds.

The results

It’s not a surprise to us that this spot is Deloitte US’s most liked video of the year. People like to be entertained! The video also has 500% more views than their channel's average - all organic!

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