Client: The New Yorker (Spec)
Audience: Tech-savvy adults ages 30-50 with a household income of 75k+. Already familiar with The New Yorker but have not yet subscribed. Interested in current affairs, politics, and the arts. Own and use multiple mobile devices.
Challenge: Create one dynamic banner ad with three frames that loop, sized 300×250 (pixels). Get readers to click the banner and visit the subscription page for the Digital-Only subscription (fictitious product) for The New Yorker. Increase subscriptions.
Tone: Insightful, Intelligent, Promotional
Strategy: Since the audience is already familiar with the publication, the main draw is the ability to experience the magazine on the go. The New Yorker has a very specific brand voice and style. I expressed the digital-only benefit using their pithy, clever tone mixed with their earnest insistence on quality, and their mission of “moving every reader.” I had some more salacious and biting banner copy but I wanted the focus to be clearly on the differentiating benefit of this product (“from anywhere”) more than just “we’re very witty/edgy.”
Client: ABC Toys (Spec)
Audience: Parents between the ages of 25 and 35 years with children ages 6 months to 4 years. Expressed wants: Giving their children every opportunity to develop their minds by enrolling in classes, using flashcards, teaching second languages, etc. Want their children to be intellectually engaged.
Challenge: Create one dynamic banner ad with three frames that loop, sized 300×250 (pixels). Get readers to click the banner and visit the company website to view toy options. Generate views and sales on the website.
Tone: Friendly, Fun, Aspirational, Promotional
Strategy: ABC Toys sells educational toys that are fun and engaging. The balancing act in this ad is between fun and educational. Too silly and the audience will not believe it’s educational. Too educational and the audience will not even think it’s a toy ad. The age range of 6 months to 4 years also covers several developmental stages so I needed to find words/ideas that applied to all (or at least didn’t exclude any) of those stages. This specific audience has goals in mind for their children beyond just being happy and healthy; I tapped into those goals as a deep benefit by mentioning outcomes/jobs/roles that are highly sought after, gender-neutral, and non-political. To lean back toward fun and engaging, I mentioned words associated with childhood and toys/games that apply widely to all genders and the full age range. The Call to Action is also not “Buy Now” but, instead, more curiosity-driven because the primary goal is for parents to visit the site and see what is available. Since the audience is not yet familiar with the brand, I don’t want the audience to feel pressured or committed to spending money at the banner stage; that may cause hesitation or avoidance at the click-through. The products and copy on the site will bring the audience to the sale.
