Freelance designer for online/print creative in multiple formats

Budget: $5,000 to $10,000

LoveThis is launching an iPhone app that makes it easy to share the things you recommend with friends and have access to all the things your friends’ love, wherever you are.  We tested the proposition during a web based beta but the app and site will undergo a complete overhaul in UX, design and language.  We require various creative assets to take LoveThis to market in the new year.

The Brand

‘LoveThis is a place, on your phone and online, where you can store all your recommendations on anything and share them with friends. Anything from a restaurant or hotel, to a book, website or builder.’

Key benefit to user

‘I trust and value my friends more than I trust any other source, therefore being able to share the things I rate highly, and access the things that they rate, is hugely useful.’

Support

•    You know who is doing the recommending
•    These are recommendations without an ulterior motive
•    Your friends value their reputations, so don’t want to give you duff recommendations.

Brand personality
•    Your imaginary best friend. Trustworthy, Funny, Reliable and Adventurous.

The Objectives
•    Encourage users to install the free LoveThis app and become active users (ie add and share recommendations).  
The Brief
•    Create at least one overall creative concept for LoveThis marketing creative.
•    Design and provide finished assets (detailed below) for marketing campaigns.

Asset requirements

•    Admob - In-app / mobile site ads across Google Admob network
   Smartphone banner  - 320x48
   Smartphone Tile - 38x38 LoveThis iOS logo tile and 35 characters text. *Only text required as part of brief*
•    IDG ad package – print/online ad package with Macworld/ Ipad&Iphone user magazines
   640X480 Welcome ads. Large banners that cover whole browser for limited time before navigating to webpage.  (http://www.macworld.co.uk/spotlight/)
   335x280 MPU on iPad & iPhone user spotlight section of macworld site.
    Mobile ads -
    Full A4 page in iPad & iPhone User – Feb issue (on sale Jan/12) – Should include a QR code and written lvth.is shortened link that will be active in digital version
   Full A4 page in Macworld – Feb issue (on sale Jan/12) - Should include a QR code and written lvth.is shortened link that will be active in digital version
   Newsletter sponsorship ad - Placed in the premium position at the top of the email, sponsor slots are 40 words maximum, plus a URL link, which can be tracked via the advertising serving system if desired.
•    QR code flyers
   Target apple customers with flyers as they leave London flagship stores
   The aim is to become one of the first apps an iphone owner downloads when they buy the device via an engaging flyer.
   Should include alternative instructions to download the app if QR code is not preferred. Ie ‘visit lvth.is/iphoneapp or search ‘LoveThis’ in the app store’.
 
•    Facebook ads
   25 character title; 135 character body
   Image no greater than 110 pixels wide x 80 pixels tall and should have an aspect ratio of 4:3 or 16:9. Uploads must be less than 5 megabytes.
  Each creative should be linked to a specified interest (ie facebook likes/interests). Ie creative about tech recommendations to those who like TechCrunch or Mashable pages.
    One concept should centre around people who like popular iPhone related pages.
   Destination URLs will be iTunes download page or a LoveThis.com landing page that will lead to download upon sign-up. Need creative for both.
    Facebook users not keen on leaving facebook and so we should be clear where possible that ad is about downloading a (free) app.
•    Ads on TechJournal, iPhoneHacks and iPhonejailbreaks
  Tech savvy audience of early adopters, heavy iPhone users

•    Google Search
   Text ads
  Headline: 25 characters.
  Description line 1: 35 characters.
   Description line 2: 35 characters. (1&2 can be combined to 1 sentence).
  Display URL (where the ad will take the consumer)
 Image ads (max 50kb image size) http://adwords.google.com/support/aw/bin/static.py?hl=en&topic=1310862&guide=1308145&page=guide.cs&answer=176108
  300 x 50 Mobile leaderboard
    468 x 60 Banner
    250 x 250 Square
  200 x 200 Small square
   336 x 280 Large rectangle