The Brand
ESR: a leading brand of tech accessories.
The Challenge
Prepare a content strategy and execute copywriting for the launch of a collection of accessories for Apple’s upcoming iPad release immediately following a rebrand. Create a concept that emphasises added functionality and a complete collection that caters for the full range of user needs.
What I Did
Unleash the Full Power of iPad: Eye-catching, aspirational headline with a bold and exciting landing page and video.
iPad is Good, We Make it Better
The target audience for the campaign was power users, so I tailored the messaging to target customers that use their iPad as laptops for work and creative professionals that edit videos or create digital art. I framed our offering as a cohesive collection of tech that made users’ everyday interaction with their iPad better, making the campaign consistent with the brand’s slogan: Tech Made Easier.
Transform to Unleash
The campaign’s three key products all changed the way users interacted with their iPad, allowing them to experience their device in a whole new way. They transformed things. I used the dynamic verb “Transform” to construct CTA’s as product slogans, highlighting the key benefit and value proposition of each product.
Concise, But Packed with Info
One of the biggest challenges was keeping the copy as concise as possible to ensure that it worked harmoniously with the overall layout of the page but was still impactful and communicated key product information. Bolding and adding a splash of colour to key copy allows key information to be highlighted and understood quickly and easily.
