Published by Sue Johns-Chapman
Published Date 10.01.2025 
HUB is a Leeds-based integrated marketing agency, with over 18 years’ experience working with brands such as Disney, Smyths Toys, La Redoute, Co-op, Tesco, Ben Sherman and more.
With 15,000 sq ft of in-house studios and services stretching across strategy, media, design, digital, packaging and print, HUB knows how to get brands noticed.
That’s exactly what they’ve done for CareCo.
CareCo is the largest mobility retailer in the UK, and HUB has played an integral part in their entire growth and marketing strategy ever since 2018.
A recent survey by stair-lift-comparison.co.uk found that while 81% of people think mobility aids are becoming more acceptable, there is still a stigma surrounding disability. The same study found that the majority of those who feel stigmatised fall into the age group 30-60: Millennials and Gen Xers.
Enter CareCo.
They were launching a new range of mobility products that were made with activity and longevity in mind, so they were perfect for Gen Xers and millennials who have jobs, families, young pets, and busy social lives which include being outdoors for long periods of time.
And they knew they could count on HUB to deliver cutting-edge creative that would cut through the noise and get the target audience itching to buy.
The brief? Five videos to be used in-store and across social media. Each one needed to accurately represent how the product feels, handles and manoeuvres in real life. Above all, they needed to excite viewers in the 30-60 age group.
Creating five dynamic CGI videos, all aimed at Gen X and Millennials, HUB created something the industry hadn’t seen before. In just three months, HUB brought this project to life by:
- Drawing inspiration from comparable premium brands such as car manufacturers and sportswear.
- Using 3D scanning to capture multiple products.
- Rendering artistic shots that highlight each individual USP.
- Incorporating seamless motion graphics into the final production.
- Overlaying sleek and intriguing copy in a unique typeface.
- Adding techno soundtracks to increase energy and intrigue, taking inspiration from the likes of Nike and Adidas.
Mixing moody yet colourful lighting and slow close-ups contrasted against panned-out product shots, the final videos are punchy and full of theatre. CareCo couldn’t believe their eyes, and immediately asked for two more videos for their newest products. With more elaborate sets and complex animations, these new assets are a step above – positioning CareCo’s products perfectly in the mind of consumers.
These assets delivered exactly what they needed to. A 36% increase in social media engagements and a healthy increase in sales meant that HUB not only hit the brief perfectly, but that the quality of the CGI assets definitely resonated with the intended audience.
Most importantly, these videos have played a part in breaking down the stigma of mobility aids in the target audience and have turned the heads of people who need these products the most, both at the awareness and consideration stage of the purchase decision.
CareCo’s Head of Marketing, Kevin Babbage, is thrilled with HUB’s videos.
“The videos are not just promotional tools; they are works of art,” he says. “Each around a minute-long they intricately showcase the features of our We Recommend range of products in a dynamic, creative, and undeniably ‘cool’ manner. From mobility scooters to walking aids and wheelchairs, HUB has seamlessly incorporated graphics and copy overlays to captivate our audience’s attention.
“What sets these CGI videos apart is their ability to transcend traditional marketing boundaries for our sector,” he continues. “They don’t just inform; they inspire. When displayed on the large screens in our showrooms, they serve as more than just visuals – they are experiences, drawing customers in with the innovative presentation, whilst informing them on the product features.
HUB’s dedication to understanding our brand and our audience shines through in every frame of these CGI videos. They have not only met but exceeded our expectations, delivering a product that not only aligns with our vision but propels it forward.”
So, why did HUB enter the Northern Digital Awards and what would it mean to win?
“To be nominated for Best Use of Video is an incredible honour,” said Rob Shaw, CEO at HUB. “This project is a real testament to the power of strong client-agency relationships, the talent and hard work of our team, and being brave enough to carve your own path when your competitors aren’t.
“Our long-standing relationship with CareCo means that we not only understand their business goals and objectives but can work collaboratively with them to explore new territory. That’s exactly what we did with these sets of videos. Using our traditional photography method of CGI creation, this project would have taken over 100 hours longer. Instead, our decision to utilise 3D scanning ensured we saved time while increasing product accuracy.
“These videos are a culmination of hard work and insight from across our integrated services: brand strategists, data analysts, social media experts, CGI technicians, designers and video editors have all shaped these videos into the ‘works of art’ they are today,” Rob continues. “And they’ve certainly grabbed the attention of the target audience and helped to break down the stigma against mobility, at least for CareCo’s millennial and Gen X customers, which is what this project was all about!”
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