Facebook Ad: Trusted Housesitters (SPEC)

SPEC: This is not a real advert.

Client: Trusted Housesitters

Target Audience: People wanting to travel the world in a low-cost, sustainable manner. Likely to be pet-lovers.

Tone: Friendly and subtly promotional

Brief: Create a Facebook ad encouraging travellers to sign up for a yearly membership.

Solution: The concept is centred around the way that Trusted Housesitters is revolutionising travel, making it easier and more cost-effective then ever. The popular phrase ‘a walk in the park’ keeps the tone light and colloquial, linking to the theme of pet-sitting and capturing user attention by making travel (something typically long, complex and expensive) appear uncharacteristically simple.

I mention the ‘yearly membership’ to indicate that there is a one-off fee. The accessibility and ease of membership is reinforced by the lack of a ‘hidden cost’, which is communicated in the same light and friendly tone. The purpose of mentioning a ‘four-legged friend’ is trifold: 1) it subverts expectations of a ‘fee’ by presenting positive which users gain; 2) it connotes community and ties to the company focus on travelling with ‘love’; 3) it reinforces the trustworthiness of the brand by declaring a lack of hidden catches.