Zumper Out of Home Campaign
Designing for a new audience.
Intro
My role: Art Director, Illustrator
The company launched its first major out of home campaign in two of our biggest markets, New York and Chicago. Working with marketing, we created a campaign which addressed the good and bad reasons in which someone would look for an apartment.
The Problem
Through research, we found that only 7% of New Yorkers look for apartments through Zumper. The purpose of the campaign was to drive awareness of Zumper in the New York City as well as Chicago markets.
Unused design for the campaign.
The Solution
Taking step back at the brand as a whole, I saw potential to update our brand aesthetic by utilizing a blue we used for our CTA buttons in the marketing website.
I felt our two-tone logo was outdated and needed a fresh look. By using an all-white logo I was able to work more in line with the an updated vision of the brand.
Finding a new Zumper
While designing these billboards, I saw opportunity to relate to our target market, the millennial female. I wanted simple visuals, clearly identifying the problems of the situation presented on the billboards.
We found the orange CTA created too much visual tension and didn’t represent our brand.
Illustrated look was too simple and too abstract.
During the process, we felt designing for the specific market would be the most effective way to showcase a first-time advertisement in the city. Our message was we are a tech company so how can we properly display that in our ads?
The solution for this became creating a mini city on a mobile device, this helped us to be more localized and the illustrations could be reused for all advertisements in their cities.
Results
I was able to produce our final graphic which was placed on dozens of billboards throughout New York City. Each banner had copy unique to the location and custom isometric illustrations rounded out the graphic. In addition to the static billboards, I art directed the creation of animated banner ad for taxi tops which lead to over 30 million impressions in just over one month.
