At first glance, the brief for this project was much like any other: the client, Vauxhall, had recently released a new small crossover, the Mokka, and they wanted a complimentary OLA campaign, featuring acombination of standard banners, rich media and skins, to accompany the TV commercial (TVC) and print advertising material.
The campaign slogan was "Don't Blend In", and in the TVC a man is seen driving a Mokka around a series of city scenes, where everyone else is wearing clothes that make them hard to see against the backgrounds, and he is the only person who stands out (or doesn't 'blend in'... you get the idea). Check out the TVC below...
The challenge
A common problem for many digital marketing campaigns is that they are print-led or television-led, and as such the creative does not always translate terribly well to the smaller, irregular physical dimensions of digital advertising formats. Specifications for web ads are also considerably more restrictive than TVCs, particularly with regards to file size and maximum time limits for animation, and this can often make the task of a direct recreation from a TVC almost impossible.
Action taken
What made this project unique was the solution that was proposed by the digital team at MRM-Meteorite. In a rare departure from the usual, rushed, 'matching luggage' approach to concepting web ads, we had time to sit down with a copywriter, analyze the campaign message and the media plan, and adapt the concept to fit the digital context.
As a result, instead of trying to simply rehash the TVC in web form (only without the space, time limits, file size or assets to do it properly), we produced a suite of ads where the ads themselves were designed to initially blend into the webpages that they would be hosted on - after a brief pause, a Mokka would then drive on and 'shatter' the bland content, replacing it with a strongly contrasting background that would stand out against everything else on the page.
(And, where we had the luxury of rich media, we were still able to include a video player to show the TVC.)
My role
This was back in my freelance days, so I was pretty much invloved with everything from, final designs, layouts and asset production, to animation, build, upload and delivery!
The brief
At first glance, the brief for this project was much like any other: the client, Vauxhall, had recently released a new small crossover, the Mokka, and they wanted a complimentary OLA campaign, featuring acombination of standard banners, rich media and skins, to accompany the TV commercial (TVC) and print advertising material.
The campaign slogan was "Don't Blend In", and in the TVC a man is seen driving a Mokka around a series of city scenes, where everyone else is wearing clothes that make them hard to see against the backgrounds, and he is the only person who stands out (or doesn't 'blend in'... you get the idea). Check out the TVC below...
The challenge
A common problem for many digital marketing campaigns is that they are print-led or television-led, and as such the creative does not always translate terribly well to the smaller, irregular physical dimensions of digital advertising formats. Specifications for web ads are also considerably more restrictive than TVCs, particularly with regards to file size and maximum time limits for animation, and this can often make the task of a direct recreation from a TVC almost impossible.
Action taken
What made this project unique was the solution that was proposed by the digital team at MRM-Meteorite. In a rare departure from the usual, rushed, 'matching luggage' approach to concepting web ads, we had time to sit down with a copywriter, analyze the campaign message and the media plan, and adapt the concept to fit the digital context.
As a result, instead of trying to simply rehash the TVC in web form (only without the space, time limits, file size or assets to do it properly), we produced a suite of ads where the ads themselves were designed to initially blend into the webpages that they would be hosted on - after a brief pause, a Mokka would then drive on and 'shatter' the bland content, replacing it with a strongly contrasting background that would stand out against everything else on the page.
(And, where we had the luxury of rich media, we were still able to include a video player to show the TVC.)
My role
This was back in my freelance days, so I was pretty much invloved with everything from, final designs, layouts and asset production, to animation, build, upload and delivery!