Ad Copywriting

Dynamic Banner Ad for PlantScape (Spec)

The Client

PlantScape is a fictional company that sells plants, and has been providing home-delivery of plants since the COVID-19 pandemic began.

The Challenge

To create a 3-frame dynamic banner ad to raise awareness about the company and this service, targeted at professionals who are able to work from home and are likely frustrated by not being able to travel. The goal is to entice viewers to click the button that will lead to the website order page.

My Strategy

Since it is unknown which frame of a dynamic ad a viewer will see first, it is important to ensure each one can stand alone while still fitting in an overall cohesive theme. Thus, I used a similar question and answer format for each headline, choosing to focus on a different pain point related to the pandemic in each frame (inability to travel, feeling bored of working from a home office, and feeling trapped indoors), and how ordering a plant will address that pain point.

I kept it concise since space is very limited on banner ads, and there are only seconds to get the message across before the frame changes. I used a different call-to-action on each frame to target different possible interests, though each button would lead to the same inventory page. I included information about the new home-delivery service on two out of three of the frames, including the last frame since that is the one the animation will stop on.