Creative Funnel Concept with two phases – Suburban Development
The Challenge:
Botanica Lozen is a new type of suburb which offers a healthy, calm, safe and active lifestyle in a suburban environment. Its concept is to offer a nature-friendly way of living that is supportive of the environment and local biodiversity - a place where the modern person lives in harmony with nature and not to its detriment.
Our task with this project was to offer a creative funnel concept which isolates potential customers. In the first stage - our target was people who want to improve their life by moving to a quiet residential suburb; then in the second stage of the funnel - to show a set of display ads with specifically selected branded messages to the potential buyers.
The Concept:
In order to achieve our goal, we created an interactive HTML5 voting banner that focuses on people's desire for a better life outside the busy city and in the banner we asked them to choose/vote for a certain priority - peace and quiet; clean air or space and greenery. Users who click and vote are added to an audience of prospects. A remarketing campaign with a new set of HTML5 banners targets this audience and automatically replaces the Poll Banner. The secondary creative contains a set of inspirational quotes, related to the vote of the user on the first ad. In this way the creative is placing the users in the future when they will be experiencing all of these good emotions in their new home.
The engagement ratio (voting ratio) was 6 times higher than the click through rate for the first banner. The click rate of the remarketing banner was extremely high which proved that the users were engaged and interested in seeing more details about the advertised product.
Creative Description:
The first ad is just enough to grab a user’s curiosity, without being intrusive to someone who isn’t interested. The idea is to filter the users and to engage only the users that have the mindset to live outside of the busy city by asking them a simple but powerful question. When a user clicks on one of the small rectangles, it expands to a bigger screen where it shows brief information about the selected service. It also provides a link which the user can click if they want to know more details directly on the advertiser's website.
Users aren't redirected to the advertiser's website upon first interaction with the ad. They can read the information they are interested in straight from the banner and make a conscious decision to move on to the website for further reading about the product/service.
The second ad is communicating the USPs of the properties - the possibilities the users have if they choose this lifestyle and the benefits they will gain. All this is designed with beautiful custom photos related to the topics and giving the viewers idea what will their life be in the future. We are aiming for emotional reaction and stylish looks.