The rise of ad-blockers is a sign that digital marketing is becoming more and more intrusive. Your online journey is filled with unwanted messages bombarding you from every direction. Sometimes it feels like the customer isn’t getting a say anymore, the ads just keep coming and for every new pro-customer innovation, there’s 5 new tricks that the advertisers will adopt to make sure we hear them.
This summer, I worked with Digital Animal to develop a campaign highlighting this issue. They believe there’s a better way: identifying and nurturing customers who love what you do has always been a cornerstone for marketing success. Focusing on these customers and encouraging them to make genuine recommendations to their friends is what Digital Animal is all about.
Their campaign idea was to put together a series of ‘digital marketing confessions’ and ask people to play a game and fill in the blanks, guessing what the truth behind the confession is based on some crossword style clues. Only once you’ve guessed each missing word correctly can you proceed to the next confession.
Working closely with Digital Animal team, I created an illustration style that would give the campaign a distinct look. From there, I developed a series of animated GIFs to dramatise the marketers’ confessions. Why not see how many words you can guess and animations you can unlock!