Brief: To create emboldening copy for an engaging full-page advert for a special print edition of African Business magazine that would be solely distributed to delegates at COP28 in UAE that would incentivise subscriptions to African Business’s digital and/or print product.
Creative Process: I clearly defined:
a) What goal I was trying to achieve through my copy, i.e. increased subscriptions and increased traffic to the African Business website
b) Who my intended audience was – high-level delegates and attendees of COP28. Why would they be interested in a subscription to African Business? How would they benefit from it, and what advantages would they gain from having a subscription, compared to not having one?
c) How my copy would work alongside the digital design to create an engaging digital ad.
I dedicated time to creating clever, engaging, and snappy ad copy that would complement the images of our products which formed the ad visual.
I then worked alongside the art and graphic design department, who created the images and digital design, to create the finished product.
Success: An average QR code scan rate of 12.54% to the African Business subscriptions page and a 7.2% increase in new subscribers that week.
