Ella for Intelliloan
My Contributions
Strategy · Creative Direction · Copywriting · Art Direction · Production · Voice Over
In 2019, Intelliloan presented Wingman with a distinctive challenge: they sought direct response TV creative that prominently displayed interest rates and phone numbers, requiring seamless interchangeability to reflect market fluctuations. Production costs needed to be minimized.
Introducing ELLA: AI-Powered Innovation
In response, I developed ELLA™, an AI assistant offering straightforward guidance on home loan options. This campaign employed templated motion graphics and an opening line that mirrored typical interactions with Siri or Alexa. ELLA's memorable communication style successfully met the client's need for dynamic messaging.
Campaign Success and Expansion
:15 and :30 spots aired on broadcast TV (regionally and nationally) and were strategically deployed on digital platforms using programmatic advertising. ELLA's resounding success led to our creative team's involvement in incorporating the AI assistant into Intelliloan's broader branding initiatives, impacting everything from phone systems to employee training.
Target Audience
Generation X, who are in the middle of their life, now in the highest positions of leaderships in corporate world. They are pragmatic, wary of commitment, and value workability of solutions.
Channels
TV, Radio, Email, SMS, Social, Programmatic
Ella Evolves
The success of the original templated motion graphics campaign provided the insight to transition to live action the following year, evolving Ella to a tag at the end.
