726823 - Display Campaign for Firefox Flicks [copy + design]

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Kristin Baird]

Hi,

We are planning on running a display campaign in the US&C, UK, France, Germany, and LatAm (specifically Brazil, Argentina and Columbia) to promote Flicks. Here is the brief for the campaign. Question: Can you handle the localization on these or should I work to get the copy translated and then you can layout with the localized content. Not entirely sure how this process works for this type of stuff. Thanks! 

Firefox Flicks: Display Advertising Creative Brief
 
Project Description: 
As part of the Firefox Flicks program we will be running a display advertising campaign to drive submissions. The program will run in the US, LatAm (Brazil & Argentina), UK, France and Germany. 

Objective: 
• Drive brand awareness for Firefox Flicks
• Get people to submit a video to Firefox Flicks

Who are we talking to?
Aspiring filmmakers or filmmakers, creative types for example those attending an ad school 
 
Primary Key Message 
Firefox Flicks sponsored by Mozilla Firefox calling for high-quality, engaging video content. 

Secondary Key Message Points: 
• Hollywood judges
• Great prizes 
• Global video contest
• Mozilla Firefox is a non-profit (only if this fits in the flow) 
 
Call to Action: Enter today (drive to Firefox Flicks) 
 
Mandatory Elements: 
• Firefox Flicks logo 
• Call to action 
• Follow Flicks color palatte and tone   

What do want the viewer to know and feel? 

Know: 
• We are sponsoring a global video contest
• There are great prizes and lots of opportunity for exposure
• Hollywood judges
Feel: 
• That they will get their work seen by key industry influencers
• Excited about putting a video together 
 
Tone:
Unconventional, Engaging, Honest, Human, Smart, Confident  

Guidelines: 
• Follow Flicks color pallatte and tone. 
• Ads should be engaging and make the consumer excited to check out/enter the contest. 

Deadline: 
Need final ads by 2/24

Specs
Ads should be animated. 
• Need following sizes: 300x250, 728x90 & 160x600 General Specs:
o 35k max file weight
o 15secs of animation regardless of loops
o 3 loops max

Comment 1

[Tara (musingt)]

Thanks Kristin

Can you share a little more info wrt to where these are going?  are these web banners? do you have links to the sites where they'd be displayed (so we can make sure it pops within that context).

We usually don't do animation, do you have a vendor who could take sliced graphics, with direction, and animated them?  Animation would also be very basic motion (copy sliding in and out to highlight CTA, etc)  vs. full-blown animation... just to set expectations.

* I can probably have Rhonda help with these, but am a little unclear about the animation part :)   Is animation critical?  Can they be static?

Comment 2

[Tara (musingt)]

Hey Kristin, friendly ping (don't mean to pester) but since timing is tight I'd need to better understand the scope in order to figure out how to get this done :)  thanks.

Comment 3

[Kristin Baird]

SORRY! Been heads down on stuff for this event tonight in Orange County. Gotta run but here are the answers. 

Can you share a little more info wrt to where these are going?  are these web banners? do you have links to the sites where they'd be displayed (so we can make sure it pops within that context).

KCB: Unfortunately no, I don't have the media plan yet and the buy will be through a network so we won't be able to confirm all of the sites, I'd be able to get a sample list. I think if we design in the Flicks color pallatte we should be good as they should pop off the page. 

We usually don't do animation, do you have a vendor who could take sliced graphics, with direction, and animated them?  Animation would also be very basic motion (copy sliding in and out to highlight CTA, etc)  vs. full-blown animation... just to set expectations.

KCB: It should be very basic animation. Even if its animating from one screen to the next. It is likely that if we storyboard the ads I can get EC1 to animate them for a pretty penny. :) I might be wrong but I am wondering if Rhonda can do animation? 

* I can probably have Rhonda help with these, but am a little unclear about the animation part :)   Is animation critical?  Can they be static?

KCB: We'd prefer animation as performance is usually much better. Plus this is for a video contest so animation seems to make more sense to me. 

Hope this helps !

Comment 4

[Tara (musingt)]

Thanks Kristin.  I suggest that we do the storyboards, basically the individual frames and suggested [simple] animation, and EC1 can do the rest.  It would also be good to know what their deadline is so we can work towards that and hand off for them to animate.  


Kristin, have you spoken to Matej re: copy?  I'm going to turn this into a copy bug first, and then we can tackle design.

Rhonda, would be great if you can help us with this.  Let me know if that's not the case. 

Assigning to Matej for Copy to lead.
Cc-ing Rhonda for design FYI

Comment 5

[Matej Novak [:matej]]

There's already a copy bug for this: https://bugzilla.mozilla.org/show_bug.cgi?id=726825

I'm on it!

Comment 6

[Tara (musingt)]

alrighty, then, let me re-configure this bug. 

* Changed to design, assigned Rhonda (rhonda please confirm)
* Added copy as dependency.  Please post final copy here when done.
* Kristin, please update with a hand-off deadline so we know when designs are due in time for EC1 to animate them for your final delivery deadline.

thanks

Comment 7

[Rhonda Spencer]

Hey guys--
I can do the design and storyboarding no problem.
--rhonda

Comment 8

[Kristin Baird]

Have asked for hand off date from EC1 stay tuned but I think we can assume its going to be tight. 

I don't think I specified this in the brief but I'd like to test at least two ads and preferably three. Rhonda, do you have time to storyboard this many out next week? 

HOpe to hear back from EC1 about animating them first thing in the am. Stay tuned

Comment 9

[Tara (musingt)]

Thanks Kristin

For what it's worth, I think the "testing" should be focused on changing the copy, and maybe trying different colors or something vs. drastic changes per concept.  So, perhaps Matej can come up with a few different versions of the copy, and we can base the testing around that.  Otherwise, i think the creative can be fairly simple (and needs to be) so we can hit our tight deadlines. 

will let Matej/ Rhonda comment further.