As we have four banners for 19 days did
This story is not a couple of hours, three days or even one week. The following text is a story about how in the pursuit of the perfect result, I composed a great team, and have spent a lot of personal and work time on specific tasks.
First three days
About a month ago in one room with green walls gathered two designers, one marketing specialist, product Manager and copywriter.
Bringing us together is not a joke, and the advertising that it was necessary to develop for the launch of a new video service — with their chips and, of course, already present in the market competition. In one way or another as competitors.
The challenge is clear, the timing is, start was surprisingly easy. Armed with the experience of the German design Studio HORT, we spent several productive workshops and found an interesting concept, and along the way were lots of lots of ideas. Clean the preparation took about 60 man-hours. If we add the thoughts "behind the scenes", then the above figure you can add 20 or even 30.
The entire list of documented ideas not listed, something might be useful. In the starting of the campaign decided to use "Iio recommends that they like."
For better understanding below a bit of background:
before the development of the service we knew you don't just go and launch the product. So researched the market, found a real problem and began to think about ways to solve it. So as not to overload the text with details, here are the main figures — the Russian Internet consists of about 41 million users, 3% of those people pay-per-view videos at least once and almost 34% did not know what to choose.
To solve the joint efforts of a team implemented a continuously improving system of personalized recommendations. Therefore, in the header now, it's hard not to notice the designer tags, with which the compilation of the search query almost any complexity, only requires two or three clicks.
To butt with the competitors directory considered stupid. The quality of the movie is almost equally high in many video services. Somewhere, of course, there are nischebrodskie domestic TV series. But if only compared to "Hollywood", the quality and the price are all around the same level. Therefore, "Iio recommends that the audience likes it" and not "Iio hundreds of different films".
Day 4
Having played a minor role in the workshops "Horta" and defining scope of work, we divided the training starting campaigns on the site. I, among others, got the copywriting for banners placed on third party the subject resource.
In a small static picture and couple of lines of text needed to convey the message "Iio recommends so well, just wow!"
Thoughts on implementation were many, but some do not tally with the selected concept, while others were incredibly difficult to develop. Association of the third order and forth — not for short messages. Banners needed as clear, but intriguing. At about this stage of the text decided to move a more extensive "Iio recommends", and the rest of the original idea, the result of recommendations to give the picture.
Day 5
We came up with four characters: a housewife, an electrician, an employee of the office and butcher. If you do not go into the details of ordinary people who watch movies. But when they do it's a very good recommendation Iio involuntarily begin to empathize with the characters so that they themselves transform. Not notice this and continue to go about their daily business in the "image". A kind of visualization of the inner world.
the Days of 6 to 8
Then we started to fill the mood Board. This sort of thing, where the Association expressed in images, texts, photographs, sometimes even in some items. In short, they began to rake in a bunch of everything that can induce the correct ideas and inspire on the specifics. The only restriction is that the components mudbone was not someone else's ready-made solution. It is usually a hindrance.
Began to emerge the outlines of banners and the first versions of the texts which we have not called spectators. First there was three "he's" and one "she." Ugly. So the idea to name the heroes of the usual names we all liked it, unanimously accepted.
the Days from 9 to 11
For the shoot we came up with two major versions of texts. One was identifying the audience with Julius Caesar, who knew how to do many things at the same time, another played on the opposition of "our viewers are not crazy, they're just passionate about movies":
Spectators watch the movies and do something else
Our viewers are not crazy, they are easily addicted
About presenting the final form of banners, we devoted two days to search for suitable four the role of actors and one collection of props and imagery. Even at the casting stage and has attracted friends from the modeling Agency, which helped not only with people, but the props and organization. The result — hundreds of photos and only four fit the picture. But what! More removals.
Day 12
During one of the last photo shoots there is another version of the text:
With the explanation, but too long
Sorry that it eventually had to be abandoned in favor of decreasing the number of characters in each message. Played a desire to appeal to people in short.
Plus
Then came the "after photo shoot". In the last seven days there were many design discussions, additions and clarifications of details, retouching and other things. Almost final layouts demanded a little bit more. Such adjustments, if work is not delivered to the stream, not often, but it happens. In the end we came to these options:
Stopped on the opposition. We made the text clearer and more logical, at the same time adapting line so that they complement pictures and images — texts. Together they now explain the moments in the lives of our viewers:
Housewife Natasha cooks dinner impressed "Moulin Rouge". Butcher Sergei watched "Sweeney Todd" and even at work can't forget about experienced emotions. Oleg like naughty comedies like "the Hangover", he remembers them in the morning. Nicholas fancied himself at least Thor from "the Avengers".
So for nineteen days, we made four banners. I'm not saying that this specific piece of work we have spent all the time. In parallel it was made a lot more, and this work is part of a large complex organization campaign for a commercial launch of the new service. The story above is a live example of how to work. This approach is not ashamed to challenge the "business cards in an hour," and "sites for 5 thousand rubles."
