Original video animation, or animated films and series made especially for release on home video formats, has become a flourishing venture in the entertainment arena, particularly in Japan, where it originated. But OVA also shows promise here as a unique means of conveying a corporate promotional message, especially when your audience is tech-savvy and entertainment-minded. Here are five ways animation can introduce or enhance a brand, or simply tell a story in a different way.

Present a world that supports your message: Yamaha created an animated video series called “The Master of Torque.” It features stories told in two to seven minutes containing various characters experiencing all kinds of adventures, many of which include riding Yamaha motorcycles. The good guys always seem to outdo the bad guys, subtly suggesting that the Yamaha motorcycle is special.

Introduce characters that the audience will associate with you: A common theme in animation is the hero or heroine. As with conventional comic book-based animated films, there may be flaws or complex circumstances that have made a protagonist unconventional. But the protagonist is almost always convincing, to the point that at the end of one episode, the viewer can’t wait to see what happens in the next. Speaking of…

Take advantage of the series format: Animation is best used when it’s part of an ongoing series. Episode one features something that ties into episode two. Episode Two is wrought with adventures that create the need for resolution, which you find in Episode Three. And so. Done right, original video animation creates a bond between the characters in the story (and their adventures) and the viewer. Engaging the audience is top priority with any type of communication, and OVAs are a great way to appeal to the demographic mentioned in the first paragraph.

Make beautiful music together: By together, we mean the integration of the images in the video and the music you choose to share with your audience. MTV introduced the music video in the 1980s, and gradually, as the first song to air on the network predicted, “Video Killed the Radio Star.” Everyone wanted an image to accompany the song. Why? Because a song took on a whole new dynamic as a video, as it escaped the realm of sound and ventured into sight as well. Video animation can do the same thing, only in a “next generation” way. This is an example of a company creating compelling characters, upping their game with music, and reinforcing how great this company is for doing all of that, in just over three minutes, no less.

Enjoy the sizzle, but focus on the steak: Almost any tech bell or whistle will have some appeal for a while, but unless it gives an audience a practical reason to respond or react to a brand, product, or service, you’re doomed to be close to failure. You want hits. A well-focused original video animation can hit the mark.