As part of a task set, the company asked to create 2 unique digital adverts promoting their electric vehicles. With the release of a new feature that allows cost comparison of an EV vs a petrol/diesel alternative. The calculator helps salary sacrifice customers understand how much they could save through our package.
The brand wanted a LinkedIn post promoting this new tool, utilising animation. Using inspiration from their copywriting and artwork on their website along with their brand guidelines, I need to demonstrate the playfulness and personality.
After gathering research through the brand guidelines, previous posts and imagery OEV uses, I then brainstormed and sketched out my intial ideas. After noting down what I wanted these posts to achieve copy wise, I brought them into illustrator in order to build the components, then to after effects to animate it.
Idea 1 - Fuel your savings
This idea is a punchy and persuasive post. This idea centres on incentivising the consumer, who are always looking for ways to save. Using more animated features to highlight the information in a clear, engaging way. I’ve utilised the colour palette and font weighting from OEV, to embolden certain aspects, to draw the consumers attention too, such as EV’s bringing savings. Each section contains short information, that is digestable, paired with illustrative icons that help for faster consumption - important when consumers’ attention is minimal. The first 6 seconds of a video are key and I ensured the first 6 of this post contain the most essential information. I ended the post with a call to action - as it’s important to highlight what action you wish them to take and this increases conversion to sales.
Idea 2 - Putting you in the driving seat
A slighly shorter animated post. This idea follows giving the consumer the power to decide what’s best for them. I ensured the starting image contained a catchy headline, that would grab the consumers’ attention & as a linkedin post - stops people scrolling. Alongside this, I added the car imagery to show directly what this post is about. For interest, I created small rotations of the circular shapes OEV uses, in the background, so it didn’t distract too much from the key information yet draws people in. I used clear and impactful sentences that link to the new calculator tool and what it does, using comparison figures I identify how much can be saved. This highlights the straight talking tone of voice of OEV. In varying the weighting of font and colour it helped to make key facts memorable. Lastly I included the trust pilot review, as this is persuasive - it shows confidence in the brand from other consumers. Ending with a vector illustration, to add back in to the fun and friendly tone of voice.
