← All work · Holaluz

Dynamic creatives for Holaluz

Always-on display where each person sees a different creative.

Programmatic & DCODisplayCopywriting
The Holaluz logo in white over a warm orange-to-pink photo of a man relaxing among plants
Client
Holaluz
My role
Planning, copy and design of every variant
Formats
Dynamic 300×250 · two frames
Signals
Time of day · Audience · Funnel stage · Location · Season
Year
2023
1Who sees the ad
Ad request #104209:30
Time of day
Audience
Funnel stage
Extra signal
2The matrix picks a creative
SaversContactedSaversNot contactedGreenContactedGreenNot contactedDayNight
3What they see
Hoy es día de… Ahorrar en tu factura de la luzContrata paneles solares y ahorra en tu factura · ¡Ahorra ya!
  • Logo
  • Photo chosen for the audience
  • Copy for that target’s need
  • Copy that sells
  • CTA to sign up

“Today’s the day… to save on your electricity bill”

01

The brief

Sell solar panels and 100% green power to each person at the right moment.

02

The idea

Time of day sets the mood, audience the angle, funnel stage how direct it gets. On top, two extra signals: a second home and January’s bills. Every variant was tested and refined on performance.

Every combination, live

The creatives

Live HTML5 · press ↻ to replay

Day

Savers · contacted
Savers · not contacted
Green · contacted
Green · not contacted

Night

Savers · contacted
Savers · not contacted
Green · contacted
Green · not contacted

Extra signals

Geolocation · near a second home
Seasonality · January