In this edition of the Creative Showcase, we’re examining how CrowdStar forgoes complicated special effects and instead focuses on in-app features to drive an exceptional rate of installs for Covet Fashion.
Clocking in at 22 seconds, this mobile ad wastes no time and jumps directly into showcasing various features of the app. Opening with a simple question against a vivid (and strategically on-brand) red backdrop, the viewer is instructed to “play the #1 fashion game,” though what that game is remains a mystery.
While other apps would typically reveal their logo at this point in the creative, this spot instead whisks the viewer into the app experience via a pivoting mobile device. While the subsequent sequence of quick cuts would lend itself nicely to an animated gif, this style of editing is extremely effective on mobile as it keeps the viewer’s eyes focused within the frame.
After 6 seconds of these rapid cuts, the creative breaks again to a full screen text callout, relieving the viewer of any strain caused by keeping up with the previous shot sequence. In this callout, the app establishes relevance by touting its “150 real brands”. In the logo parade that follows, this claim is given credibility.
Of course, the app experience is not limited to selecting outfits. To showcase the social elements of the app and amplify its mass appeal, a social feed scrolls past the screen. This feed serves two important purposes. First, it clearly conveys a strong feature of the app. Second, the clever upwards scroll of the feed provides a sense of immediacy, suggesting that users who install the app now could soon receive similar accolades from peers.
With the target audience sufficiently hooked on the idea of engaging with peers and having a clear understanding of the in-app experience, the app’s identity and logo are finally revealed. Following this, a dynamic end card appears, inviting the user to install the app immediately, and an impressive number do.
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The AdColony Creative Showcase examines what makes top performing mobile ad creative successful. How do you optimize your mobile video creative? Tweet us at @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
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