Advertising
FreeConnect Hybrid Ad Set
Brand
Company
Mazama
FreeConnect
Casey (myself) - Design
Team
Drayson - Creative Direction
Marta - Design Support
Kaeden - Copywriting
Makenzie - Project Manager
Deliverables
24 Ads (8 Versions x 3 Placements Each)
4 Unique Ad Captions
Our internal brand, FreeConnect, was aimed at helping low-income Americans sign up for free, government-subsidized internet and phone plans. Up until this point, we had always kept our ads and campaigns for internet and phone service separate, never combining the two. I was tasked with spearheading the first set of ads aimed at appealing to both userbases (after designing the associated web form as well).
Project Overview
Objective
How can we showcase what FreeConnect offers in a creative and clever way?
Timeline
7 Days
Brainstorm
Attendees
Casey - Design
Drayson - Creative Direction
Marta - Design Support
Kaeden - Copywriting
Makenzie - Project Manager
Goal
Come up with a set of ads for the FreeConnect Marketplace that works for both fixed and wireless
Focus on the ACP and what it can do for our potential customers
Think about how to engage people while sticking with a more generic offer
Final Concepts
Don’t pay for things you don’t have to pay for
3D phone super big with copy to the side
CHARACTER FOCUS using devices: 3D character using laptop (man) 3D character using phone (girl)
3D Text message notification, FREE Internet is calling etc.
3D phone, ACP is calling
Get the full extent of your benefit with ACP
Educating on what they can get on ACP and who FreeConnect is?
Gaming
Here! You’ll need this for your quest (two outstretched hand with free internet or free plan in each hand)
In-Ad Copy Ideas
On EBT? Connect for FREE
Choosing a phone or internet plan is overwhelming
We can help find the right plan for you
We make it simple
Free service is calling, are you gonna answer?
The best price is no price, get free broadband today
Don’t get held hostage by bad broadband
Design Process
Using the internal reference provided by the Creative Director and the group-developed concepts, I began preliminary design work to create some initial mockups. These designs focused on our core themes of highlighting the benefits of the ACP, showcasing 3D characters interacting with devices, emphasizing free internet services, and simplifying the process of choosing the right plan. By blending these elements, I aimed to set the stage for visually compelling and attractive ads.
Starting reference (from past FreeConnect ad sets)
Early Mockups
Gathering & Creating Assets
Approved 1x1 Placements
After multiple rounds of review with the Creative Director and many hours reworking the original ideas, I had 4 finished and approved versions of the 1x1 placements. The next challenge was to adapt these designs into landscape and Instagram formats, and then duplicate the set to split test green backgrounds. This process demanded meticulous resizing, layout adjustments, and strategic design adaptations to ensure each ad maintained its impact and clarity across different platforms.
Final Review
After finalizing the landscape and Instagram placements and obtaining approval once again from the Creative Director, they underwent another set of reviews by an additional designer for any further adjustments, our campaigns manager to ensure we hadn’t strayed from marketing initiatives, and select individuals for grammar and other potential oversights.
Deliverables
After securing final approvals, I prepared and delivered the ad set to the Marketing team, complete with platform mockups and caption copy from our copywriter.
