Open Bug 1216364 Opened 9 years ago Updated 9 years ago

Firefox for iOS ads

Categories

(Marketing :: Design, task)

Product:
Marketing
Component:
Design
Type:
task
Priority:
Not set
Severity:
normal

Tracking

(Not tracked)

Status:
ASSIGNED
Due Date:

People

(Reporter: malexis, Assigned: mham)

Details

Attachments

(15 files)

ffx_composite_winter-fox_zoom-19107360-3.jpg
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ffx_composite_winter-fox_zoom-18009295-3.jpg
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ffx_composite_spring-fox-01_zoom-5001407-3.jpg
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ffx_composite_spring-fox-01_zoom-11337126-3.jpg
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ffx_composite_headlands-fox-03_zoom-19815035-3.jpg
1.24 MB, image/jpeg
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ffx_composite_half-dome_fox-01_44201914-3.jpg
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ffx_composite_half-dome_fox-01_FB-crop_44201914-3.jpg
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ffx_composite_white-sands_fox-01_71874397-3.jpg
583.62 KB, image/jpeg
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ffx_composite_white-sands_fox-01_FB_71874397-3.jpg
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ffx_composite_winter-fox-02a_zoom-18009295-3.jpg
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ffx_composite_winter-fox-02b_zoom-18009295-3.jpg
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ffx_composite_winter-fox-03a_zoom-18009295-3.jpg
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ffx_composite_winter-fox-00_zoom-19107360-3.jpg
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ffx_composite_winter-fox-00a_zoom-19107360-3.jpg
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iOS-launch_twitter_1760x800_01.jpg
1.97 MB, image/jpeg
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Adding Matej + Troy since I'm pretty sure there is some copy need(s) for these.
Stock Fox Images (Standard Commercial Use - Perpetual Social Media Use okay)
https://app.box.com/s/7158ottb24yhkal4tt58shjvcwb8m0u0

Stock Landscape Images (Standard Commercial Use - Perpetual Social Media Use okay)
By Category: Spring, Autumn, Winter, Coastal, Urban
https://app.box.com/s/291xvbx4d8pqmt301ipnlmk9qgo6tman

Rights to images range between $10 to $35.
Thanks, Michael. This is a great start! 

As a rules of thumb, it would be great if the fox could stand out from its background (color contrast) yet be photoshopped to look as if fox is real in the scene. It would be great if the fox could be large enough in the frame to get noticed. (In the coastal landscapes, it's hard to imagine where the fox could be placed without becoming too small. In the fall landscpaes, the fox's color may blend into the background too much.) 

Combining Winter Landscapes 19107360-3 or 18009295-3 with the Winter Fox 58566984-3 should work well. 

Combining Spring Landscape 5001407-3 with foxes 20282759-3 or 39885096-3 could work well. 

Of the fox silhouette images, the two that are the friendliest (few teeth showing & looking toward camera) are 17393661-3 and 17324918-3. Feel free to use these in place of the fox images above if they would be easier to manipulate. 

It would be great to get a couple of additional background options - perhaps something rocky (like a Yosemite stream bed) or desert-like would provide good contrast to the reddish coat of the fox. Other suggestions welcome using the rules of thumb above.

It would be great as a next step to see a composite of fox with landscape - still using the stock images. Ideally we'd like to get 4-5 of these images for the start of the campaign. Once we get to the final stage, I'll provide a credit card for purchasing the image rights.
(In reply to tmurray from comment #3)

Thanks for the direction and feedback.

I've added some quick composites (no shading or color temp matching) to the bug for review. Good to get more eyes on these for sense of scale and best placement. We can dial in shadows, color temp, and lens blur into the final composites.

I'll search for additional landscape options while staying tuned for ongoing feedback and suggestions for refinement of the composites posted here.

Thanks!
Assignee: jbalaco → zillaziner
Status: NEW → ASSIGNED
Michael, 

These quick composites look great. As these get cropped to the strong horizontal scale for FB, we may find that the fox is too large in the frame. In the winter scenes, the fox stands out visually well enough that we may be able to tuck his hindquarters behind a tree, which might seem more natural. 

Let us know what else you find in the way of landscapes. Can you go farther in compositing without purchasing the actual images? If not, let me know and I'll determine the best method for payment. 

Thanks, Tim
(In reply to tmurray from comment #10)
> 
> Let us know what else you find in the way of landscapes. Can you go farther
> in compositing without purchasing the actual images? If not, let me know and
> I'll determine the best method for payment. 

Not sure if this helps, but we have an account with Getty. We also bought a prepaid pack earlier this year and still have some downloads available as part of that.
(In reply to tmurray from comment #10)
> Michael, 
> 
> These quick composites look great. As these get cropped to the strong
> horizontal scale for FB, we may find that the fox is too large in the frame.
> In the winter scenes, the fox stands out visually well enough that we may be
> able to tuck his hindquarters behind a tree, which might seem more natural. 
> 
> Let us know what else you find in the way of landscapes. Can you go farther
> in compositing without purchasing the actual images? If not, let me know and
> I'll determine the best method for payment. 
> 
> Thanks, Tim

Thanks for the feedback. I've started in on re-sizing the fox in the winter scenes and will post in the AM. 

I have some more landscapes that I've shared here:
https://app.box.com/s/6mb31q493025bd2r16479gfboebc0r7s
https://app.box.com/s/q6etannb85q2954lw5if9e1qvn7t41ff

I can continue doing the rough composites without purchasing the actual images. I'll continue to do so as we refine the fox and landscape selects.

We may even be able to use the Getty account as Matej suggests, as the stock images come from a Getty owned property. I'll look into it. If not, they offer bulk and subscription prices that help bring down the image pricing.

Thanks again!
Let's add 44201914 (beach scene) and 71874397 (Half Dome) to the landscape scenes. 

Thanks, 
Tim
Composite - Fox and Half Dome
Composite - Fox and Half Dome - Facebook Crop
Composite - Fox at White Sands
Composite - Fox on White Sands - Approx. Facebook Crop
Composite - Winter Fox - Behind Tree, v.02a
Composite - Winter Fox - Behind Tree, v.02b
Composite - Winter Fox - Behind Tree, v.03a
Composite - Winter Fox - Among Trees, v.00
Composite - Winter Fox - Among Trees, v.00a
Hi All:

The latest revisions to the "Winter Fox" composites have been posted – two versions with the fox among the trees in landscape image 19107360-3 and three versions with the fox slightly obscured by a tree in landscape image 18009295-3.

I've added new composites with the fox in front of Half Dome and at White Sands. For this round, I've included an approximate FB crop for those versions.

RE: Stock Image pricing – $99 for 10 images or $149 for 25 images – all commercial uses covered.

Will look for feedback and further direction here.

Thanks!
Hi Al:

The final composites are available for download here along with the layered PSD files:
https://app.box.com/s/8pwezaice31yf1lnczw63aiu3uwveexw

I've blocked time for late this afternoon in case there's need for any further refinement or if you need me to take them to ad-ready for FB.
Tim, with the addition of the legal - can we use the Apple iPhone 'billboard' style I-frame around our images?  I know we've been referring to these ads being 'full-bleed' but I'm not sure if that was a particular style derived from conversations before I stepped into this project, or is it something we can employ to make the "Hot" headline, outlined logo and legal stand out?

We can still try to remain true to Michael Ham's comps (full-bleed VS. the white border) for the 3 other copy versions if it works out.
Hot on iPhone Twitter and Facebook Ads

Please find the original Illustrator files and JPEGs here:
https://app.box.com/s/sr5hxktzj9c28sn29a3tr29fsn0ez482
The "Firefox for iOS" Twitter and FB ads are set up and ready to have the hi-res, licensed images dropped in when they're available.
 
The "Tell your Friends" ads are ready to go – the Creative Commons photo credit has been added to the legal copy in the lower right of the photos.
 
Current versions along with the Illustrator source files are available here: https://app.box.com/s/bf3ek1vjwsiqedw1d7hruwpnlrqtofxi
 
Just flag me once the licensed photos are available and I'll drop them into the final versions of the ads. Links below for quick reference.
 
Fox Jumping Through Field ("Firefox for iOS is here. Celebrate accordingly.")
http://www.gettyimages.com/detail/photo/red-fox-pup-leaping-through-the-air-high-res-stock-photography/88750577
 
Fox Facing Camera ("Guess who's now available for iPhone.")
https://500px.com/photo/75860445/red-fox-vulpes-vulpes-by-massimiliano-sticca?ctx_page=1&from=user&user_id=352790
Hi,

the German and French translations are in.  

Note that the "Hot on iPhone" line in both countries are "Photographed on iPhone" so the "hot on.." Doesnt translate.

German translators dont see a good alternative (after going back and forth. they also mentioned the ads arent very prominent in Germany).  So for Germany, I propose reusing the "its here" lines - which I included in the document.  Matej and Troy, its your call here.

For French, they localizers came up with "foxographie on iPhone" - a play on words with fox + photographed.

Please pass the ads to me after they are completed for QA.  The text based ads are the most important to QA because of the line breaks.  

Document is here:  Added German and French tabs.  

https://docs.google.com/spreadsheets/d/1Huv33Psog0N9cTFSHHqxij5gQbZ0CsBpwVIJRQOvsxg/edit#gid=293905295
(In reply to mhan@mozilla.com from comment #28)
> Hi,
> 
> the German and French translations are in.  
> 
> Note that the "Hot on iPhone" line in both countries are "Photographed on
> iPhone" so the "hot on.." Doesnt translate.
> 
> German translators dont see a good alternative (after going back and forth.
> they also mentioned the ads arent very prominent in Germany).  So for
> Germany, I propose reusing the "its here" lines - which I included in the
> document.  Matej and Troy, its your call here.

I wondered if this was going to work in other languages. Maybe in locales where it doesn't work we don't bother running these three ads at all? I'm not sure it ads much to just have these images with an "It's here" message.

> For French, they localizers came up with "foxographie on iPhone" - a play on
> words with fox + photographed.

Nice! I love this.
Thats right.. no plans to launch French, but would like to have them completed for when we are ready to launch.
Hi,

When will the ads be completed?
Michael, 

Would you be able to update the ads with French (for all 6) and German (for 3 fox images only, not "Hot on" images)this week so that we can get them running in those markets? 

Thanks, 
Tim
Flags: needinfo?(zillaziner)
(In reply to tmurray from comment #32)
> Michael, 
> 
> Would you be able to update the ads with French (for all 6) and German (for
> 3 fox images only, not "Hot on" images)this week so that we can get them
> running in those markets? 
> 
> Thanks, 
> Tim

Sure! I'll post them this evening.
Flags: needinfo?(zillaziner)
The "Firefox for iOS" ads have been updated with the French and German translations. The "Hot on iPhone" ads have been updated with the French translations.

Original AI files have been included along with the JPEGs for Twitter and Facebook.

"Hot on iPhone" French Translation:
https://app.box.com/s/rvz86j95ylx7w0osio7kqyz9aw6nsx0i

"Firefox for iOS" French Translation:
https://app.box.com/s/wky1s2a6vha1dpwtvr06k60fbn79wm41

"Firefox for iOS" German Translation:
https://app.box.com/s/nlb4fl7oto3iwob8jdqhtininytwfaeq

If after reviewing the files there's a need for further edits or continued refinement, just LMK.
Thanks Michael.  When will the text based ads be completed?  I need to send them all at once for localization QA.
update:  lets hold off on the text ads for now.  They are performing very poorly compared to the FB ads in the US so we are turning them off.
Assignee: zillaziner → mham
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