Time Well Spent
New Year’s resolutions are made with the best intentions but often broken within the first month. With this in mind, Rosetta Stone approached Crab to help capture people’s imagination during this optimistic period and give consumers the inspiration to take on a new language and kick start their personal development in 2015.
Banner ads in and of themselves are a symbol of distraction and wasted time; we wanted to subvert the idea of the banner ad, while embracing the medium. We did this with aggressive copy that acknowledged this fact e.g. ‘Stop reading this ad and click!’. It was also important to include recognisable icons to denote the activities, which would translate into multiple different language markets.
Crab was tasked with targeting young ‘Urbanites’ between the ages of 25-34. As ‘Urbanites’ are such a distinctive market with some common habits and daily rituals, we decided to focus on the daily commute. Those living in cities are increasingly time poor, and the content of the campaign reinforced the mobile features of the service, encouraging people to take advantage of new technologies and make productive use of their time in 2015.
We were specifically tasked with engaging young ‘Urbanites’, a very distinctive market with some common habits and daily rituals. Crab targeted commuters, with specific reference to the hours of ‘dead time’ created when they travel from A to B every day. We also wanted the content of the campaign to reinforce the mobile features of the service, encouraging people to take advantage of new technologies and make productive use of their time in 2015.
YoY website visits increase
Decrease in the average CPA
Average CTR three times higher than any other PPC campaign
We’re pleased to say that Rosetta Stone liked the campaign so much they have extended it to several different media, including tube car panels and digital outdoor. We even updated the concept to help with a push around Valentines!