Passport Parking App
Digital Liveboard Ads
Project Objectives:
Create four digital ads that highlight the ease and accessibility of the Passport Parking app.
Drive parkers away from using pay stations.
Drive awareness and downloads of the Passport Parking app to align with Marketing KPIs.
Incorporate VISA partnership without it dominating the ad.
Project Kick-off
During project kick-offs, I emphasize aligning the project goals with the company's Key Performance Indicators (KPIs) for the quarter to ensure stakeholders and the Design team stay focused on driving the desired results. For a specific ad campaign, I incorporated animation, considering the digital liveboards' medium. I brainstormed various ways to effectively convey our message, choosing a balance between visuals and copy to make a strong impact on our audience, who would likely see the ads in passing. Additionally, I strategically showcased Passport's partnership with VISA without overpowering the ad's real estate, prioritizing the delivery of Passport's brand messaging first to avoid any confusion for end-users.
Ideation and feedback
At the beginning of the design process, I typically share rough sketches and mock compositions of visual ideas with stakeholders to ensure alignment and facilitate discussions on the finalized design solution. After reviewing preliminary concepts, we decided to tell a resonant story for our audience, considering their transit experiences. Through rounds of concept sketches and visuals, we found that large headlines expressing relatable stories would be the most effective way to convey our message. Collaborating with Marketing, I helped develop the copy and set the tone for the ad messaging.
The Final Result
The final designs showcased a simple and effective animation that highlighted pain points parkers may face when using a pay station while simultaneously calling attention to the ease and accessibility of using Passport Parking app. Below are images of ads IRL with the accompanying design/animation on the right side.
The ads featured a firebase link that drove end users to a specific page where app downloads made from the targeted area could be tracked. The end result allowed us to see if downloads made aligned with Marketing KPI goals while also learning from takeaways and better ways to drive end-user acquisition in the future.
