From the course: Storytelling for Advertising Campaigns
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Print ad development
From the course: Storytelling for Advertising Campaigns
Print ad development
- In the print ad campaign, the behavioral goal was not to convince the reader to higher a realtor, but rather to visit the campaign website. The print ad is only one moment in time and instead of trying to communicate all of the roles that a realtor plays in an attempt to push the right button at the right time, we felt we stood a better chance of teasing the roles by focusing on one and leading interested readers back to the website to experience the others. In this campaign the media buy was wide enough that we felt three versions of the design would be needed. Each would have it's only realtor subject, be in a different area of the house, and feature it's own color scheme. Realtors are a diverse group of people so we wanted that diversity authentically represented. The same hand type would be used across the campaign, along with cleverly written support copy. The result is a flexible, customizable selection of realtors, colors, and roles. Depending on the placement location and…
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