PayCycle wanted to test the efficacy of specific points within its marketing platform. In this case, they wanted to see whether “automated and all inclusive” would beat out “easy and profitable” in an ad aimed at accountants who might be persuaded to try this online payroll service.
Since our assignment focused on features and the other creative on benefits, we had our work cut out for us! We chose to use screen shots but bring them to life with 3-D graphics, and we added a subtext to extend the feature “fully automated” to the benefit that you'll have much less to worry about. Our results were close to the top in the head-to-head test, which we considered an accomplishment, but the client also learned that year end (when this ad ran, and when many accountants are rushing to close their clients' books) isn't the best time to advertise to them.
Return to Portfolio >> |
|
|
|
