Advertising Copy | adhaynes.com

UX-focused Copywriting (2 of 7)

Advertising Copywriting I

Client: Digicel (Barbados)

Challenge

Write print ad copy for Digicel's 360 "Freedom is Calling" independence day campaign appeal to its general audience (18year old - 55 year old mobile users), tying the brand's services/presence in the market to this bank holiday in a rushed timeline (one day turnover).

Solution

The audience uses both Digicel (more data, faster internet speed, access to smart devices) and Independence Day (iconic bank holiday) to disconnect, to break free from the constraints of everyday life. The copy tells this story by drawing on Digicel's legacy as a tool for free-spirited Bajan adventure seekers who are proud of their heritage and eager to get outside after COVID-19 restrictions.

How I Helped

Worked with the Lead Account Manager to refine brief and target audience
Created three concepts for the ad
Wrote copy for the final concept using the campaign's keywords and requested word count for the print spot

Role

Freelance Copywriter

Execution (Text Only)

We Outside to All < Culturally relevant headline in local dialect

Liberation feels good. Now that we’re free to explore new adventures, Digicel is giving you the power to make memories wherever you go this Independence season. < Appeal to feeling freedom and thrill of adventure

Whether you’re heading to East Point in the North, Bathsheba in the East, or the historic Lion at Gun Hill, our new offerings bring you more ways to stream, share and connect with loved ones on your journeys. < Link brand's USP to user experience (helping Bajan of all ages enjoy the tradition of Independence site-seeing for the first time in years)

Will you answer the call? < playful CTA daring customers to free up (with Digicel)

About Client

Digicel is a Digital Operator and telecom provider with over 14 million customers across the Caribbean, Central America and Asia Pacific.

Advertising Copywriting II

Client: Sol Caribbean / Parkland International

Challenge

As an energy company, the client is introducing low carbon and green energy solutions under its "Sol Ecolution" sub-brand to a range of B2B and B2C clients in markets more familiar with its traditional petroleum based products. An example was introducing Carbon Offsets to its users.

Solution

"Carbon offsets" was not a term that resonates with the target users in the client’s markets. To help with this, we launched a long-term digital awareness building "carbon offset" educational series on the SM channel most popular with the target audience, starting with 3 SM posts that incrementally introduced Sol Ecolution's new carbon offset offer by linking it to ongoing CSR discussion in the market.

Helped the team translate jargon heavy terms into simple language for the everyday user
Researched and refined audience profile for target user, ensuring assets spoke directly to the audience's needs and professional tone
Conducted research to generate insights on how the service links to the user's everyday lives
Worked with account execs at to coordinated the development and posting of SM assets

Role

Brand & Communications Consultant (Contract)

What I Wrote

Performance marketing copy (ad copy, email campaigns, CTAs), corporate communications copy, crisis communications copy

Execution: Copywriting for SM Post Caption & Image Text

CARBON OFFSET EDUCATIONAL SERIES FOR CSR-CONSCIOUS C-SUITE USERS

CHANNEL: LINKED IN

> Linked In Post 1 introduced the audience to the term 'carbon offsets' using CSR keywords

Sol Ecolution, in affiliation with Elbow River Marketing (Canada), is happy to introduce carbon credits for companies in the Caribbean and beyond!

Also known as carbon offsets, carbon credits are cost-effective allowances that let the owner emit a certain amount of carbon dioxide or other greenhouse gases.

These emissions are then offset by the equivalent reduction, removal or avoidance of greenhouse gas emissions from certified climate action projects around the world, contributing to a more sustainable energy future for all. Learn more in our next #carboncredits LinkedIn post.

To learn more about optimising your sustainability strategy with Sol Ecolution, email info@solecolution.com

Image Headline & Body Text

Introducing Carbon Credits

Making it Easier to Report on Corporate Emissions

One carbon credit

(Also known as a

"carbon offset")

One tonne of CO, equivalent

emissions that can be avoided.

reduced, or sequestered

One less tonne of emissions

affecting livelihoods in our

communities

> Linked In Post 2 highlighted the key features of carbon offsets

With Sol Ecolution, companies in the Caribbean and beyond will soon have access to certified carbon credits!

This tool puts a financial value on carbon emissions, enabling businesses to track, report and reduce their corporate carbon footprint. Learn more about this new offer in our next #carboncredits LinkedIn post.

For more information on Sol Ecolution’s corporate green energy solutions, email info@solecolution.com.

#renewables #innovation #csr

Image Headline

Is your corporate responsibility optimised by carbon credits?

> Linked In Post 3 shared specifics about Sol's offer throughout the region and beyond

With Sol Ecolution, companies in the Caribbean and beyond will soon have access to certified carbon credits!

For more information on Sol Ecolution’s corporate green energy solutions, email info@solecolution.com.

#renewables #innovation #csr

Image Headline

Buying Carbon Credits

Image Subheading

Supporting the Energy Transition

Image Body Text

How It Works

Step 1: Contact Sol Ecolution at infro@solecolution.com to enquire about carbon credits

Step 2: Sol Ecolution helps you identify your current emissions

Step 3: Work with Sol Ecolution to select and purchase the carbon credits that wok best with your strategy

About Client

The Sol Group, a member of the Parkland Fuel Corporation family of companies, is the leading supplier of petroleum-based products and energy solutions in the Caribbean, as well as Central and South America. Based in Canada, Parkland is one of North America’s fastest growing independent marketers of fuel and petroleum products and a leading convenience store operator. Sol Ecolution is its new low-carbon division.