Streamlining this campaign has been a process. The artwork had to become simpler and the body more functional and consistent. We were able to achieve those goals with the body with the bulletproof buttons technique found on litmus and better inclusion of the international regulatory documents. These documents and the polishing of the buttons provide the functinoal engagement that will put the sales team in a strong position.
Adding the flaming magnification glass as a visual indicator to anchor the campaign for the time being. Laying it over the map from the AIS Main Art tied it back down to the company’s Global Reach message. With this artwork streamlined updating the date and saving out the parts of the bitmap image is a simple and efficient workflow.
The useful part about establishing the main art is when a holiday enters the equation there is room to explore or call up ideas that have been developing. For the 4th of July AIS needed to get an email out to its American base the weekend before Holiday arrived. This means 2 emails were going out for this weeks campaign. The 2 different emails could have been an aggravation if it weren’t for the successful template building that has manifested. Building two emails would have been too much but when development got started it was clear a single list would be pulled for the holiday email and the weekly hotlist. The weekly also utilized the developed template artwork and workflow leaving just the creation of a top graphic appropriate for the holiday.
The workflow enabled a rush job to be a very manageable affair with sound results in which delivery reached most of the audience in a timely manner and the engagement data didn’t suffer.