PROJECT: Root Markets — Lead Gen Advertising Campaign
ROLE:
Freelance Principal Designer at siming cybercreative
KEY SKILLS / DELIVERABLES:
• Lead Generation Strategy
• Banner Ads Conceptualist
• Flash Ad Animation
• Illustration + Graphic Design
• Copywriter
• Landing Page Designs
DESIGN APPS USED:
• Macromedia Flash
• Adobe Illustrator
• Adobe Photoshop
PROJECT OVERVIEW / CONTEXT:
Root Markets, a financial services firm headquartered in New York was seeking a lead gen strategy to attract potential customers seeking mortgage refinancing quotes to contact Root Markets to get quotes from our lenders.
MY SOLUTION:
I analyzed Root Market's existing brand personality which aspired to be fresh, youthful, and warm with services that targeted younger clientele. Leveraging my experience in lead gen design at marketing and design agencies, I designed several versions of animated flash banner ads for the client's review to choose a creative direction.
One of my concepts focused on reminding that being debt-free meant more quality time as a couple or with family and friends without being tied down to paying off their existing mortgage burdens. The second concept was a cheeky one featuring monkey I drew standing in what seems like an infinitely long line waiting to get a good quotes to refinance.
After a design direction was chosen for the online ads and I refined the designs in several rounds of edits, I then created corresponding landing pages inviting users to sign up for more info from Root Markets or to get quotes instantly.
Root Markets Animated Banner Ads
Represented here below are several sample flash animation banner ad concepts that I designed for vertical portrait and horizontal landscape ad size specs.
The vertical portrait-formatted flash ad banners on the far-left and the far-right aimed to attract potential customers seeking mortgage refinancing quotes by reminding them of what they could do with their free time if they weren’t chained to their jobs trying to pay off their existing mortgage obligations. The first vertical banner on the far-left presents a young family who now has more leisure time for each other, their friends, and life at home. The vertical ad on the far-right features a young couple in Paris carefree and delightfully relishing their leisure time for potential travel and other entertainment. These concepts were formatted for alternate landscape layouts.
The flash animation ad at the center of the portrait-formatted ads and the top landscape-formatted ad feature my illustration of cute monkeys lining up to get quotes to refinance. I drew these illustrations by hand to capture a comical feel that I hoped would be entertaining, amusing and possibly endearing to potential customers. The monkeys were also a reference to the long time horizon for natural selection.
Root Markets Interactive Lead Generation Landing Pages
(Sample Design Proposal featured below that would then direct users to a corresponding landing page to sign up for more info on acquiring a loan.)
Sample Design Proposals featured below for Root Markets client to choose a direction.
Additional Sample Design Proposals that I created for Root Markets to choose a creative and aesthetic direction. I proposed designing form pages that would be more colorful, fun and inviting to appeal to a younger audience and reduce the feeling of stress people may feel about the loan application process.
