Ads Review - Lemonade App Introduction
This week’s ads review is about Lemonade’s app introduction ads. Lemonade creates a simple way to buy renters insurance and file claims. This ad set, which is currently running as YouTube pre-roll ads, is a great example of how to naturally incorporate an app into an ad.
Check out the ads and then I’ll explain why they work and some ideas to make them better.
Why they work
App workflow introduction
The goal of these ads is to show how simple it is to file a claim with Lemonade. If they had created an ad set that was lifestyle focused, and super creative, that goal wouldn’t have been achieved. Showing the workflow of an app is important, but if that’s all you’re doing, your ad won’t connect. So how do you increase engagement on an app workflow app? By using interesting environments.
App in interesting environments
So many app ads include basic, uncreative shots of their app. This is probably due to pressure from their development teams or investors to make sure the product is displayed clearly. Lemonade solves this problem by showing the app in a completely clear way, while also including creative elements that fit the storyline. This helps push the storyline forward while the app functionality is being displayed.
Anonymous Talent
Lemonade’s choice to keep their talent anonymous helps customers imagine themselves in the same situation as the characters in the ad. Representation is becoming increasingly popular and important, but I’m guessing that since Lemonade is such a general consumer product, they don’t want to lean toward any niche. Typically, when brands want to stay away from niches, they end up sourcing models that are so bland that they kill the ad (and often reinforce a lack of representation). The anonymous approach is interesting and effective.
Ideas for improvement
The only idea for improvement I have would be to include a strong, loss-based call to action at the end of the ad. People are more likely to take action to stop the potential of losing assets than they are to take action to gain assets of an equal value. With a quick line like “Take 60 seconds to get the things you love the most covered.”
All in all, this is an awesome ad set from Lemonade! Take some inspiration here from Lemonade for your own ads.
See you tomorrow!
