Spec Piece: ABC Toys, Banner Ad
Client: ABC Toys (a fictional company selling educational toys).
Target Audience: Parents concerned with giving their young children learning opportunities.
Tone: Friendly, Fun, Promotional.
Challenge: The primary objective is to get parents to visit the website. The secondary objective is for them to make a purchase on the site.
Solution: My copy is strategized to drive parents to visit the website by appealing to the deep benefit of sharing in their children’s happiness. The headlines include emotive words that enable parents to visualise their children playing, i.e. ‘squeal’. In this way, readers actually feel the positive emotions of ‘pride’, ‘delight’ and determination that play can bring to their children.
The words ‘challenge’, ‘inspire’ and ‘captivate’ in the call-to-action buttons highlight the important intellectual benefit, while the word ‘Browse’ is inviting and also implies there is a wide selection of toys to view.
Spec Piece: The New Yorker, Banner Ad
Client and product: The New Yorker Digital Subscription (US magazine).
Target Audience: Tech-savvy readers aged 30-50 who are interested in current affairs, politics and the arts, and are already familiar with the brand.
Tone: Insightful, Intelligent, Promotional.
Challenge: The challenge is to drive readers to subscribe to the digital format of the magazine, when they already have access to the printed version, as well as many other free online news sources.
Solution: My copy focuses on 3 concrete examples of places where it would be convenient to be entertained or informed by the digital magazine, at times when they may otherwise be bored. This way readers can imagine themselves using the product and can clearly see how it would fit into, and benefit, their busy lives.