Cupra
Visual Design, Digital Product Design
UX / IxD
The brief was to promote the New Cupra Hybrid Car, the client wanted to showcase key features of the car to be added in the video, yet the clients KPI goal was engagement and View Through Rate. With this campaign it involved me using user research, interaction design, user experience design, design strategy, to discover the best way to implement an interactive video product feature.
Services
Visual Design, User Experience, User Interaction, Digital Product Design, Advertising, Digital Product Design, Thought Leadership, Creative Strategy
Tools
Adobe After Effects, Adobe Photoshop, Adobe Illustrator
Timeline
4 weeks
Challenges & Solutions
First I had to figure out how to get the user to engage with a video out by clicking on it. I did research into video platforms such as TikTok and Youtube. With these platforms users attention are short when it comes to ads, 6 second Ads are run across these platforms so I figure that the sweet shot to hold a video to encourage the user to interact will be 3 seconds. I worked closely with the Dev team to make sure that video will play and then pause for 3 seconds with the pulse if the user does not interact with the hotspot the video will play.
Impact
The results for this interactive digital product feature was that it had an interaction time of 19 seconds and the entire length of the video was 25 seconds. With the success of this product feature it was then replicated and used for a Renault and Volkswagen Campaign, this product feature is now used as a template for automotive brands.
This Cupra campaign ran in UK & Italy and the digital product feature was templated and ran globally for Yahoo in-house creative designers.
Overall the creative was 80% above the average Yahoo creative benchmarks.
