848198 - [Firefox Flicks 2013] New banners for online media campaign - copy + design

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Gregory Jost]

Hi team
We need new banner formats for an upcoming advertising campaign on shootingpeople.org. Nobox created the first set of banners (300x250) but we now need two more formats:
- 615 x 245px, animated gif (no size limit afaik)
- 685 x 90px, static, under 30kb
We would like to get each format in two version with different messaging options for a total of 4 banners.

I will update the bug with source files from Nobox so we can reuse their designs if we want to.

CCing Matej too so he can look at the copy and make suggestions. The initial banners were created while he was on PTO.


In terms of deadline, we needs to get these to our partner before March 20th. Hopefully that should be more than enough.

Comment 1

[Gregory Jost]

Attachment: Nobox banners

Comment 2

[Gregory Jost]

Just uploaded the banners created by Nobox. Source files to follow soon.

Matej > there are currently three different messages. We are only going to send two options to Shooting People. Can you take a look at the existing and let us know which you recommend keeping? I am open to either tweaking the existing or using something new if you feel it's best.

Comment 3

[Matej Novak [:matej]]

Hi Greg. I would go with "Inspire others to get mobilized" and "Get your film seen by millions." 

As another option, we could also use the headline from the recent email blast: "Red carpets. Celebrity judges. Worldwide fame."

I'm fine with any of those. I just think the "Great cause" one comes a bit out of nowhere and we don't really pay it off on the site (though it is, obviously, true).

Are we going to be using the submissions line below the button again? If so, I would change it slightly: "Submissions now open!"

Thanks.

Comment 4

[Gregory Jost]

Here is the link to the source files (PSDs):
https://www.box.com/s/00u2ukme7szv9irp2cb1

Comment 5

[Gregory Jost]

Hey Matej,
Let's go with "Inspire others to get mobilized" and "Get your film seen by millions." Based on the current campaign running on Vimeo, they're the two best performing anyway.

I don't know if we should keep the "Submissions open" line, I don't know if it's helping clicks but it is making the ad look cluttered for sure.

Comment 6

[Tara (musingt)]

assigning to Matt.

Comment 7

[Gregory Jost]

Hey Matt, when do you think we can take a look at the first mockups?

I also found out the 615 x 245 needs to be static too.

Comment 8

[MT]

Attachment: Flicks_banner_615x245_v1

Comment 9

[MT]

Attachment: Flicks_banner_615x245_v2

Comment 10

[MT]

Attachment: Flicks_banner_685x90_v1

Comment 11

[MT]

Attachment: Flicks_banner_685x90_v2

Hi guys,

I've attached a couple of options for the various online banners. For the 685x90 banner, I went with horizontal text due to the tight spacing...I felt the angle wasn't reading well in that space.

Please let me know what you think.  

Thanks,
Matt

Comment 12

[Kristin Baird]

Thanks Matt.

Sorry to throw a curveball in this but think we need to look a the "get mobilized" copy. 

This just in as of this morning the best performing copy through SEM centers around: 
- get your flick seen by millions
- great prizes, celebrity judges

So, I recommend we change the "get mobilized" copy to something about "great prizes, celebrity judges." 

We could use this line from the email: "Red carpets. Celebrity judges. Worldwide fame." Jess said the email performed pretty well in terms of clicks. So, if this works ok on the banner lets go with this line and the "seen by millions" line. 

Thanks.

Comment 13

[Gregory Jost]

Thanks Matt. Looking good!

Although I like "Inspire others to get mobilized", I agree it's probably not strong or clear enough when used by itself in this context. It is great in addition to a more "benefit oriented" line though.

So... Matt, , would it be possible to see a version using the two lines mentioned above, unless you think we just don't have the space, in addition to the versions Kristin suggested?

To recap:

* Version 1:
Get your film seen by millions

* Version 2:
Red carpets. Celebrity judges. Worldwide fame.

* Version 3:
Inspire other to get mobilized.
Get your film seen by millions.


Thanks!

Comment 14

[Matej Novak [:matej]]

I wonder if we should also flip the order of messaging. Especially in versions 1 and 2, can we try to lead with the headline and then pay it off with Firefox Flicks?

I think version 3 is pretty long, but if we're going to try it, we should combine the two lines:

Inspire others to get mobilized and get your film seen by millions.

Comment 15

[Kristin Baird]

I'd actually like to stick with versions 1 & 2 and not run "
Inspire others to get mobilized and get your film seen by millions.". I am getting more concerned w/ the language "get mobilized" and how it's being interrupted. the best performing search copy is "get your film seen by millions" and copy centered around prizes and judges so lets run versions 1 & 2. 

Thanks,
Kristin

Comment 16

[MT]

Attachment: Flicks_banner_615x245_v1.jpg

Comment 17

[MT]

Attachment: Flicks_banner_615x245_v1a

Comment 18

[MT]

Attachment: Flicks_banner_615x245_v2

Comment 19

[MT]

Attachment: Flicks_banner_615x245_v2a

Comment 20

[MT]

Attachment: Flicks_banner_685x90_v1

Comment 21

[MT]

Attachment: Flicks_banner_685x90_v1a

Comment 22

[MT]

Attachment: Flicks_banner_685x90_v2

Comment 23

[MT]

Attachment: Flicks_banner_685x90_v2

Comment 24

[MT]

Attachment: Flicks_banner_685x90_v2a

Comment 25

[MT]

Hi guys, I've attached a couple of variations for the suggested headlines of versions 1 & 2.  I've Included ones that look similar to the original, with 'Firefox Flicks' leading into the copy, as well as Matej's suggestion of having the copy be the primary focus and 'Firefox Flicks' be secondary.

Comment 26

[Gregory Jost]

Thanks Matt. I vote for the "a" laternatives.
615x245_v1a
615x245_v2a
685x90_v2a

Not sure about the placement of Firefox Flicks on 685x90_v1a though. I would recommend keeping it in the bottom left corner as on 685x90_v2a.

Comment 27

[MT]

Attachment: Flicks_banner_685x90_v1a

Comment 28

[Gregory Jost]

Thank you sir! Looks great to me.

Everyone, thoughts?

Comment 29

[Kristin Baird]

Thanks. Looking good.

I agree with Greg's reco. I do like the wordmark under the logo as opposed to next to it. I feel like its competing a bit with the copy when its next to the logo. On the copy version that is one line is it possible to bump the font size slightly?

Comment 30

[MT]

Attachment: Flicks_banner_685x90_v1a

I've bumped up the copy a bit on this one.

Comment 31

[Gregory Jost]

I sent the banners to Shooting People this morning.
Thanks all and Matt in particular!

Comment 32

[Gregory Jost]

Hey Matt,
I have just been informed by our partner that they also need a 615x345 format. Do you mind taking the 615 x 245px banners you did and porting them to the new dimension? The campaign is live so the sooner the better.

Apologies for the late notice here. I just found out myself.

Thanks!

Comment 33

[MT]

Attachment: Flicks_banner_615x345_v1

Comment 34

[MT]

Attachment: Flicks_banner_615x345_v2

Comment 35

[MT]

Hi Greg, 

I've attached two versions of the banner at the new 615x345 dimensions. Let me know if you need anything else.

Cheers,
Matt

Comment 36

[Gregory Jost]

That was blazing fast! Thank you Matt!

Comment 37

[Gregory Jost]

Hey Matt,
Another request has come in from the partner. I asked them to group their requests in the future, but it should be the last one.

Can you create a 260x125 version of the same two lines used above ("Get your film seen by millions" and "Red carpets. Celebrity judges. Worldwide fame.")

Thanks
Greg

Comment 38

[MT]

Attachment: Flicks_banner_260x125_v1

Comment 39

[MT]

Attachment: Flicks_banner_260x125_v2

Hi Greg, 

Let me know if these work for you.  I had to reposition things to fit within the smaller space. The biggest change being the Learn More CTA which has be swapped with a text only look to save space.

Cheers,
Matt

Comment 40

[Gregory Jost]

Hey Matt,
Thanks. There's definitely less space than with the previous ones so understand the need for change. That works for me overall. I have one question about v1 though: is there anything we can do to add more space between the logo and the "Get your film..." line? Maybe that's something you have tried already but it seems like they could be spaced out more.

Comment 41

[MT]

Attachment: Flicks_banner_260x125_v1

I see what you're saying..I've spaced it out a bit more, I think this works better.

Comment 42

[Gregory Jost]

Yep. Like this better too. Thanks Matt.