Background
LoveThis is launching an iPhone app that makes it easy to share the things you recommend with friends and have access to all the things your friends’ love, wherever you are. We tested the proposition during a web based beta but the app and site will undergo a complete overhaul in UX, design and language. We require various creative assets to take LoveThis to market in the new year.
The Brand
‘LoveThis is a place, on your phone and online, where you can store all your recommendations on anything and share them with friends. Anything from a restaurant or hotel, to a book, website or builder.’
The Objectives
• Encourage users to install the free LoveThis app and become active users (ie add and share recommendations).
The Brief
• Create at least one overall creative concept for LoveThis marketing creative.
• Design and provide finished assets (detailed below) for marketing campaigns.
Asset requirements
• Admob - In-app / mobile site ads across Google Admob network
Smartphone banner - 320x48
Smartphone Tile - 38x38 LoveThis iOS logo tile and 35 characters text. *Only text required as part of brief*
• IDG ad package – print/online ad package with Macworld/ Ipad&Iphone user magazines
640X480 Welcome ads. Large banners that cover whole browser for limited time before navigating to webpage. ([login to view URL])
335x280 MPU on iPad & iPhone user spotlight section of macworld site.
Mobile ads -
Full A4 page in iPad & iPhone User – Feb issue (on sale Jan/12) – Should include a QR code and written [login to view URL] shortened link that will be active in digital version
Full A4 page in Macworld – Feb issue (on sale Jan/12) - Should include a QR code and written [login to view URL] shortened link that will be active in digital version
Newsletter sponsorship ad - Placed in the premium position at the top of the email, sponsor slots are 40 words maximum, plus a URL link, which can be tracked via the advertising serving system if desired.
• QR code flyers
Target apple customers with flyers as they leave London flagship stores
The aim is to become one of the first apps an iphone owner downloads when they buy the device via an engaging flyer.
Should include alternative instructions to download the app if QR code is not preferred. Ie ‘visit [login to view URL] or search ‘LoveThis’ in the app store’.
• Facebook ads
25 character title; 135 character body
Image no greater than 110 pixels wide x 80 pixels tall and should have an aspect ratio of 4:3 or 16:9. Uploads must be less than 5 megabytes.
Each creative should be linked to a specified interest (ie facebook likes/interests). Ie creative about tech recommendations to those who like TechCrunch or Mashable pages.
One concept should centre around people who like popular iPhone related pages.
Destination URLs will be iTunes download page or a [login to view URL] landing page that will lead to download upon sign-up. Need creative for both.
Facebook users not keen on leaving facebook and so we should be clear where possible that ad is about downloading a (free) app.
• Google Search
Text ads
Headline: 25 characters.
Description line 1: 35 characters.
Description line 2: 35 characters. (1&2 can be combined to 1 sentence).
Display URL (where the ad will take the consumer)
Image ads (max 50kb image size) [login to view URL]
300 x 50 Mobile leaderboard
468 x 60 Banner
250 x 250 Square
200 x 200 Small square
336 x 280 Large rectangle