Boost Print Ads

The main point of the Boost Credit print advertisements was to drive phone calls. To this end multiple creatives were conceived and tested in a/b split trial runs. Eventually the creative was found to work best when using a very simple layout structure. This structure (see right) was designed to focus the reader in a funnel effect.

The reader would come into the top of the ad and see the headline and product first. the specs were loose to give the reader just a taste of the offering. They move down the page and encounter the special "timely" offer for that particular ad and then are driven down to the call to action at the bottom of the page; in this case it was a phone number.

This number was unique to creative and publication and allowed us to focus our testing between creative and market. As we tested a various set of creative we came to find that the structure of the ad mattered every bit as much as the content. This format was slightly modified for the proportions and scale of various publication's page sizes. This method has proven effective for advertising models other than DR.