706541 - [Mobile] Tablets - Copy for ads

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Jaclyn Fu]

Hi Matej,

We're going to promote tablets with a bang, and will be buying media for online ads. 

Brief can be found here https://docs.google.com/document/d/1NJ_WoGMk7F2TnEd1AaSL90M1RrtOKKqJgFrHA4lnOPo/edit

We're working with an agency, and will receive their proposal (with media details) this Thursday. I will update the bug as soon as I receive those details.

Some initial details:
Ads will be static
CTA: Learn more
Copy finalized Dec 8 (TBD) 
Ad launch aimed for ~Dec 26

Please let me know if you have any questions. Thank you!

Comment 1

[Tara (musingt)]

Hey Matej, I just cc-ed you on the design bug.  Wanted to just let you know that we're ready to get started on copy and design.  So, will let you take the lead before we play with designs.  Thanks!

Comment 2

[Matej Novak [:matej]]

I'm a little confused on this one. What is the agency doing, exactly? Are they producing the ads? Jaclyn said she'd be updating with more info, so I was waiting for that.

Comment 3

[Jaclyn Fu]

Hi Matej,

The agency will be running our media buys and negotiating with the vendors on our behalf. We're supplying the creative assets and they'll be taking the assets to the vendors.

Comment 4

[Matej Novak [:matej]]

Got it. So I should look to the brief linked in comment 0 for direction?

Comment 5

[Jaclyn Fu]

Yup, the core messages are in there

Comment 6

[Jaclyn Fu]

Hey Matej - we're aiming for a Dec 16 design hand-off deadline. Can we try to gun for a Dec 9 or Dec 12 copy hand-off?

Comment 7

[Matej Novak [:matej]]

Sorry I'm getting to this one so late, but I'm still not clear on a number of things:

• There was never an update to this bug with media details as mentioned in comment 0. I need to have a rough idea of how much content/how many characters we can fit.

• Comment 0 says ads will be static, but the brief talk about animated ads.

• WIll the content need to be tailored to the site the ad will be on, or will we run the same ad across all placements?

• How many ads do we want to have?

• What's the one sentence, plain English message you'd like these ads to convey? There seem to be three different ones in the brief and it will be hard to fit all that in one ad.

Comment 8

[Jaclyn Fu]

Hey Matej,

Sorry - posted the dimensions in the design bug but forgot to add them in here. The dimensions that the agency gave:  728x90, 300x250, 480X60

I originally thought animated, but after talking with Tara and Lee we decided to stick with static to simplify it. 

We're going to be displayed on a network instead of specific publications, so we won't have to worry about tailoring to certain sites. They'll be general ads run across all placements.

I was thinking 2 versions for testing, with the main message of: intuitive and powerful mobile browsing experience that shows no compromises 

Thanks Matej!

Comment 9

[Matej Novak [:matej]]

I chatted with Jaclyn a little while ago and now we're doing one static and one animated ad. Here are a bunch of copy options, including some made up of smaller blocks of text that could come up in series, if that's what we wanted to do with the animated ad:


The power of the Web, right in your hands.
Firefox is now optimized for tablets.
Learn more.

Grab the power of the Web by the tablet.
Firefox for Android.
Learn more.

Get Firefox for Android tablets and put the power of the Web right in your hands.
Learn more.

Firefox for Android.
Now optimized for the way you browse on tablets.
Learn more.

Get Firefox for Android on your tablet.
Learn more.

Firefox for Android, now optimized for tablets.
Learn more.

Browse without compromise.
Firefox for Android tablets.
Learn more.

Intuitive, powerful, optimized.
Firefox for Android tablets.
Learn more.

Comment 10

[Jaclyn Fu]

Thanks Matej

My top 2

Get Firefox for Android on your tablet.
Learn more.
(This one I'm imagining more visual-focused)

Intuitive, powerful, optimized.
Firefox for Android tablets.
Learn more.

Lee what are you thinking in terms of design and how animation fits in?

Comment 11

[Tara (musingt)]

Hey guys.  We'll take these two copy strings and roll them into the canvas to see how things fit, and what makes sense wrt animation (which is still in discussion).  I think we'll just need to see how they look given the dimensions we have.  The second one will likely work better on the square-ish one, and the first one on the others. 

Closing this bug out, moving to design. 
Thanks Matej!