Introduction:
Within this post I have constructed 2 social media advertisements to help Cab-E gain recognition within the online space. The 2 videos can be viewed bellow with reasoning to design choices.
Social Media Advertisements:
Within this first social media advert small snippets of taxi related videos are being shown to the audience, this is done to grab the attention of any users that have had trouble with travelling with previous taxi companies, additionally the opening word of “ARRIVE” sets in a motion of showing that the taxi companies top priority is to bring someone to their destination.
The music used is royalty free music chosen from adobe express, this music was chosen as it has a retro/vintage vibe, which ultimately leads back to the whole identity of Cab-E as its a vintage taxi company which goes online. Within the song, there are beats that happen every so often which has been altered so text that appears on the screen is in sync with the music, this is done to show professionalism of the creation of the advert as detail and time has been put into it. Additionally there is a fade in and fade out filter used for the start and end of the advert to have a sort of looping advert.
Finally, the typeface that was used within the advert specifically has the same colour hex codes as the logo of Cab-E this is done for brand identity by having users be familiarised with the unique colours of Cab-E. Additionally, the typeface used within the advert is the IMPACT typeface which yet again has been used in other forms of advertisement such as the banners, this is done for professionalism showing that the company is consistent in their production.
On the other hand, the second social media advert was constructed in a different way, this was done to show diversity in advertisement methods and have all the information immediately shown instead of waiting for it like in Figure 1.
The video is clean and precise of the information delivered, the contact details and logo are visible with a yellow vintage taxi directly in the middle, this avoids misleading information where users will notice its a taxi company immediately.
This links back to the initial brand personality that was created within the research phase, this is shown with the physique of the taxi being respected, within the brand personality it is stated that the taxi would have a yellow colour, work during the night and 24/7 availability, this is show with the yellow taxis across figure 1 & 2, and 24/7 availability with videos of taxis operating during the day and night.
Finally a CTA has been created within both adverts, the CTA being the phone number that is easily visible at the end of the video in figure 1, and the bottom right of figure 2. This was ultimately created to make it so users would not get lost trying to contact Cab-E and have a direct method of ordering a taxi as soon as possible.