DIGITAL DISPLAY + CREATIVE STRATEGY FOR YOUR FRIENDLY DISCOUNT TRAVEL HELPER
Booking.com asked our team at Essence to develop a flexible, data-driven ad that could speak to users in the right place, at the right time, with the right content.
A FULL-FUNNEL EXPERIENCE
TRAVEL INSPIRATION → CONSIDERATION → CONVERSION
I began by mapping our user journey to ensure we understood what would motivate our target audience (and *when* it would motivate them).
WIREFRAMES FOR DAYS
Extensive wireframing and content planning followed our user analysis. We considered a range of approaches, from modular frameworks to individual multi-panel ads.
AN IMMERSIVE, APP-LIKE AD
CONTENT POWERED BY BOOKING.COM AND/OR a pUBLICLy-available API
My proposed solution was one that mimics the depth and range of Booking.com's offerings. The sample below showcases one potential scenario, targeted towards European users with an upcoming holiday weekend and highlighting great nearby destinations.
Senior designer on the project. Responsible for all creative shown here, including user flow and wireframes.
Creative Director: Gannon Mooney
Proposed pitch creative. Designed at Essence, spring 2017.