CONCEPTS • ILLUSTRATION
With many companies offering life insurance, developing a USP to help differentiate a policy is often the key factor in attracting customers. Having developed such a USP, the British Seniors brand wanted to test the appetite for their newest product with their growing social audience.
The brief was to keep the content as simple as possible whilst delivering the key messaging in a clear and conscise manner that would end on a clear call to action.
After a period of research looking at the approach taken by competitors, the creative solution put forward was to use an animated illustrative route using soft simple shapes, bright colours and a tactile texture to give the illustrations a paper cut-out feel. The use of illustration would help deliver differentiation in a marketplace that heavily relied on somewhat cliched stock photography.
From initial sketches through to creating the vector artwork, keeping the messages at the heart of the creative was the driving factor with the messages animated into the content in a number of creative ways that always kept the content moving whilst also providing an element of eye catching, thumb stopping movement in the feed.
The results paid off with the rubber stamp Acceptance creative singlehandedly outperforming all other creative collectively over a 6 month period, driving higher click through and conversion rates at a lower cost per click.
