Meeting Customers Where They Are
A set of static ads that did one thing differently: the background changed depending on where the customer was scrolling from.
The Concept
The format wasn't new. A hand holding an Avant card in front of a recognisable place. The earlier version ran in generic settings - outdoor shots, neutral skylines - and performed well. The job was to keep what worked and make it work harder.
We did that by swapping the generic for the specific. Each ad places the card in front of a city or landmark from a state that was already converting strongly.
Same card. Same headline. Different view.
Our Process
Step one was reading the data. We looked at where applications were coming from, which states had the strongest performance in existing campaigns, and matched that against client approval data. That gave us a shortlist of places worth localising for.
The shortlist became the shot list. Austin. Houston. San Antonio. Chicago. San Francisco. Miami. Each frame is readable in under a second - a skyline, a bridge, a known building - no captions, no city names.
The composition stays consistent across the set. Card centre-frame, hand at the same angle, "Up to $3000 credit limit" sitting in the same spot.
The only thing that changes is what's behind the card. That's the whole point.
