Clay propagates
brand services

Would you rather listen to a talking head explain how to use their "innovative Web 2.0 service" — or watch Gumby do a song-and-dance about it?

Assuming most people would choose the latter, Invoke Labs launched Claytorial, a website that, under the premise of helping "people understand complicated things!", creates appealing claymation videos for clients' products, ideas or services.

Claytorial artists start by drawing a visual map of the company's idea. Then they bring them to life as moving images in a video sketch:

So far, the company has only one major client: tagga.com, a company that — as MarketingVOX discovered after watching the "claytorial" — enables instant creation of SMS and mobile sites for promotion, sales, and personal communication:

A brief glance at tagga.com's website, which sports the logo "Handy information. To go!", does not quite clarify what the company does, who can/should use its services, and what the added value is.

After watching the claymation demo, however, it becomes clear that tagga covers the trifecta:

1. Consumers who want to send web content (e.g., news feeds, data) to their mobile
2. Marketers who want to easily create mobile sites and SMS campaigns
3. Publishers who can get more revenue by adding tools like "send to mobile" on their website.

In short, viewers are left with a basic, resonating understanding of a brand, product or service. As an added bonus, they may also be left with a warm, fuzzy — and childlike — reaction to the claymation tutorial.