Hyundai was losing confidence in CDK, multiple rounds of reviews and reworks frustrated our client and the internal team. We needed to speed up our turn around time and have more consistent designs while still delivering quality ads and landing pages.
Hyundai ads were created per request. Just swapping a model required changing images and text in multiple ad sizes in Photoshop for reviews. Then in development ads could be delayed due to workloads, problems introduced by changes, or even updates to the toolkit throwing errors while going to the production environment. These problems were exacerbated by Hyundai requesting small changes backtracking the entire process.
Looking at Hyundai’s requests, the majority were for new model ads. A template with input fields to change the messaging, colors, and vehicle image answered this need. It also forced change to be intentional and consistent. When Hyundai made a request we filled in the inputs, sent a live preview to Hyundai for approval, then pressed publish to have an ad ready in a day instead of weeks.
The final ad design I created used attention grabbing animation starting with a large colored circle that moved off screen. The last frame of the ads had the most important information; the dealership name, the vehicle, and a CTA. Elements such as the circle and triangle pointing downward were staples of the landing page as well.
The landing page designs had alignment problems making them look sloppy as well as slight variations in font size and color across the different model pages. In addition, developers used past pages or eyeballed things leading to even more errors. I used wireframes, redlines and defined the fonts to iron out the kinks on the design side and better communicate what we wanted to developers.
The biggest hurdle to our new approach was making Hyundai aware of what we could and couldn’t change quickly on ads. I stressed the idea of two paths of delivery. The quick turnaround for most work, and a longer turnaround for more unique offerings. I believe this helped manage expectations for future requests.
When requests did not fit our templates, custom solutions were created for the specific problem.
The Genesis was Hyundai's entrance into a performance luxury category. As such, it had to distance itself from Hyundai’s usual branding.
This advertisement combined a background image takeover and an ad space on the right. Utilizing a transparent background on the ad created more depth and was something White Pages themselves hadn’t seen used before.
