UA Digitals 2019 ADVERTISING CAMPAIGN FOR THE CONFERENCE
Advertising is an unpredictable field. Sometimes you have to pack an online store in sprat cans, SMM - in yogurt jars, and contextual advertising - in batteries. Read below to find out how we did it for the UA Digitals digital marketing conference and, most importantly, why.
What do you pay for?
A few years ago, most marketers considered the mere appearance of a brand on Facebook to be digital marketing, and those who knew how to set up targeted advertising were considered business gurus. Now everything has changed: there are so many tools that it's easy to get lost in them, there are many more opportunities to track and catch up with users with advertising, and agencies providing online advertising services grow like mushrooms after rain.
We needed to show that UA Digitals is a place where you can sort through this chaos and understand what services to choose and at what price. The slogan of the campaign was: “Find out what you pay for”.
Digital marketing is a supermarket, and we are all customers in it
We found a good image pretty quickly. We realized that the digital marketing market resembles a large supermarket, where marketers are customers, and digital services are goods. It is difficult for customers to choose the right product among dozens of similar ones with different labels. To make customers understand what they are paying for, the composition and nutritional value should be indicated on the packaging. The designers did just that.
They represented contextual advertising as batteries: it gives energy to business and quickly attracts leads. SMM is like yogurt: it can keep the body in shape, only if used regularly. And online store is like a can of sprats: it holds a lot of fish, which will suffice for many. The composition is written on the “packaging”: types of work, time of specialists, and nutritional value - KPI.
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GMO-free
In a few weeks, the prints came to life on city-lights and billboards, in SMM, banner advertising and even in magazines. We developed a site that stylized the idea of a site page and even a section of speakers - their photos were also placed on product packaging. And the platform's visitors were informed that all data on the site is free of GMOs and artificial colors.
To this day, our team sees SMM in yogurt jars and an online store in sprats. However, if you need a communication strategy package, a bottle of strong creative, or a jar of identity, leave a request and we'll prepare it according to an individual recipe.
