Recently, IAM RoadSmart approached us for a new campaign as they start ‘gearing up to Easter’ to help encourage viewers to consider taking on their Advanced Driver or Rider course. We have been working alongside the marketing team at IAM RoadSmart in creating specific seasonal campaigns for over the last year and it was a pleasure to create their next iteration of assets!
The campaign was to follow a similar production route to what we had created for them for their previous Summer and Christmas campaigns. However, this time round, they had three particular requests:
- Not to be overly Easter themed
- It has to be family-orientated
- The imagery should be easily transitioned into Summer (for a future campaign)
With these considerations in mind, we began working on concept ideas and headline copy to share with the team.
We tested different headlines and used them to form the framework of our campaign’s imagery. The team individually created potential headlines then collaborated and built on the favourites. The champions were then presented to the client.
Coming up with headlines that weren’t explicitly Easter-themed was entertaining when titles like, “Get Into Gear for an Egg-ceptional Easter Holiday” and other egg-related puns were begging to be considered, so it added an additional challenge!
Once the shortlist of headlines was confirmed, we began working on the visuals. We took inspiration from a multitude of different sources and aimed to give the client a combination of illustrative and photographic routes to pick from. We considered various options, such as travel journals, travel stamps, and postcards to reference the positive memories that can be achieved through purchasing IAM RoadSmart’s hugely beneficial courses.
The design route that was chosen was a selection of modern, subtle photographic images featuring a toy car on spring backdrops. The goal was to appeal to a broad range of ages, showcasing that IAM Roadsmart’s Advanced Drivers and Riders courses can benefit any age group and location within the UK. We focused the background images on the seaside, lush, green parks, and mountain ranges, making the collateral both appropriate for the spring and the summer!
If you’d like to discuss a new campaign idea or learn more, get in touch.
Recently, IAM RoadSmart approached us for a new campaign as they start ‘gearing up to Easter’ to help encourage viewers to consider taking on their Advanced Driver or Rider course. We have been working alongside the marketing team at IAM RoadSmart in creating specific seasonal campaigns for over the last year and it was a pleasure to create their next iteration of assets!
The campaign was to follow a similar production route to what we had created for them for their previous Summer and Christmas campaigns. However, this time round, they had three particular requests:
- Not to be overly Easter themed
- It has to be family-orientated
- The imagery should be easily transitioned into Summer (for a future campaign)
With these considerations in mind, we began working on concept ideas and headline copy to share with the team.
We tested different headlines and used them to form the framework of our campaign’s imagery. The team individually created potential headlines then collaborated and built on the favourites. The champions were then presented to the client.
Coming up with headlines that weren’t explicitly Easter-themed was entertaining when titles like, “Get Into Gear for an Egg-ceptional Easter Holiday” and other egg-related puns were begging to be considered, so it added an additional challenge!
Once the shortlist of headlines was confirmed, we began working on the visuals. We took inspiration from a multitude of different sources and aimed to give the client a combination of illustrative and photographic routes to pick from. We considered various options, such as travel journals, travel stamps, and postcards to reference the positive memories that can be achieved through purchasing IAM RoadSmart’s hugely beneficial courses.
The design route that was chosen was a selection of modern, subtle photographic images featuring a toy car on spring backdrops. The goal was to appeal to a broad range of ages, showcasing that IAM Roadsmart’s Advanced Drivers and Riders courses can benefit any age group and location within the UK. We focused the background images on the seaside, lush, green parks, and mountain ranges, making the collateral both appropriate for the spring and the summer!
If you’d like to discuss a new campaign idea or learn more, get in touch.
