A basic overview of the features and benefits of a new machine is a traditional element of every launch. Conventionally, a 3D animation or a production line video is used to provide such a summary. Not in this case, not with the new Atlas Copco VSDS compressor.
Instead of a classic approach we pitched an idea to execute this tour of the compressor in an ASMR video. ASMR stands for Autonomous Sensory Meridian Response and it is defined as “a feeling of well-being combined with a tingling sensation in the scalp and down the back of the neck, as experienced in response to a specific gentle stimulus, often a particular sound.” That feeling the definition refers to is often triggered by auditory stimuli (such as whispering voices, paper tearing, the sound of stroking objects). ASMR videos are very popular on YouTube, where viewers flock to them for relaxation purposes.
That is the unexpected format we used for this video. The result is a fun, tongue-in-cheek, but especially novel and sensory way to tackle a very traditional part of product launch presentations. Put on your earphones and listen for yourself!