Animated Display Advertisement
Generac sells generators by presenting the lights stay on at your house and don't at your neighbor's.
So I built a 6-second animated unit that earns that feeling. Lightning splits the sky. Houses on the block go dark. One house, stays lit. We launched the campaign the week a nor'easter was forecast to hit Long Island.
The trick was letting the visual carry the story. A homeowner watching this ad already knows what a generator does. They don't need to be sold. They need to picture themselves on the still lit side of a blackout.
CTR was 22% above the category benchmark. Utility ads are reassuring, this one makes you uneasy at first.
Generac sells generators by presenting the lights stay on at your house and don't at your neighbor's.
So I built a 6-second animated unit that earns that feeling. Lightning splits the sky. Houses on the block go dark. One house, stays lit. We launched the campaign the week a nor'easter was forecast to hit Long Island.
The trick was letting the visual carry the story. A homeowner watching this ad already knows what a generator does. They don't need to be sold. They need to picture themselves on the still lit side of a blackout.
CTR was 22% above the category benchmark. Utility ads are reassuring, this one makes you uneasy at first.
