3-part banner ad
This work was undertaken prior to specialising in home interiors
Spec Ad
Frame 1
Frame 2
Frame 3
Objective
The objective was to produce a 3-part banner ad (which loops before finally stopping on the last frame) for an educational toy company, ABC Toys, making intellectual toys for ages 6 months to 4 years. Target audience ages 25-35 with appropriately aged children who value education. Button to link to merchandise. Company objective: to increase traffic to the website and ultimately increase sales.
Challenges
Space is limited (250 x 300 pixels). You can’t predict which frame the reader will arrive at in the loop, so it is essential to convey messaging and actionable steps on each frame, as well as introduce the product and key benefits. The frames must flow seamlessly. Small but perfectly formed is the key but deciding what to leave out and still making sense of it, is a challenge.
Concept
I wrote each banner in the theme of short catchy rhymes which convey benefits i.e. ‘fun’, ‘early learning’ ‘higher earning’ and ‘intelligent play’ along with the target market ‘nought to four’ which tied in with the brand voice (fun, promotional and friendly).
The rhyme is then followed by a more serious benefit/actionable step written with an urgent tone ie ‘accelerate cognitive development’, ‘kickstart future potential’ and ‘to unlock discount’.
Each frame incorporates a different button link to the website, inviting the reader to ‘discover’, ‘explore the range’, ‘shop’ (with a one-time discount) to persuade visitors to make an immediate purchase.
References to educational progression are evident with ‘kickstart future potential’, ‘accelerate cognitive development’, ‘intelligent play’ and ‘higher earning’ alluding to the target audience’s aspirations for their children.
I collaborated with graphic designer Louisa Kelly.