Client: Bayer Aspirin.
Challenge: The main aim of this campaign was to increase awareness of Bayer On-the-Go, and secondarily, to increase sales. The goal was to get customers to click through to the Bayer On-the-Go page of the Bayer site, where they would learn about stress and headache prevention, as well as have the chance to order Bayer On-the-Go bottles with free shipping.
Solution: As the key goal of the campaign wasn't specifically to buy the product, the challenge was to balance the benefit of the product itself with the benefits of clicking the ad. My solution was to keep the benefit of the product itself front and centre, whilst using the benefits of clicking the ad as bullet points. The idea was that learning how to prevent stress and headaches and the promise of free shipping would entice the customer to want to know more, hence my choice of CTA, "FIND OUT MORE".