Welcome to the second of the series of Miri’s Ads of the Month, where we share some of our favourite creatives we created and explore what we like about the ads from an engagement and design perspective and indicate the latest UA creative trends. This month, we focused on featuring some of our App clients.
Runna: Running Plans & Coach
Comments from Eira Engedal – Creative Executive at Miri
What inspired this concept?
Runna is your personalised running coach, popular for training for a race. We wanted to highlight the time-pressure of training towards a specific race date, indicating the amount of planning and preparation required to be prepared for a marathon. Adding the countdown time throughout the UGC concept emphasises the help that Runna provides by reducing the stress and logistics of planning.
What market insights were applied?
We found that runners generally engage with this style of organic UGC content, where a fellow runner showcases their actual training process and running goal and films themselves in an approachable way.
What did you like about the ad?
It showcases the real journey of a runner; from training footage to the actual marathon they ran, the viewer can see progression and tangible results. Building on that, the editing of short snappy clips with a variety of training sessions keeps interest throughout a long ad.
Word Tag - Mrs Wordsmith
Comments from Eira Engedal – Creative Executive at Miri
What inspired this concept?
We have seen ‘progression’ as a wider category work well for Word Tag in the past, and it makes sense that parents looking for vocabulary teaching tools for their children are intrigued by seeing specific examples of vocabulary improvement in children. This type of concept offers tangible outcomes from a child using the app and does so right from the very start of the video.
What market insights were applied?
AI generated images, avatars, voices and lip-syncing tools are trending at the moment, and seem to engage viewers with their uncanny appearance.
What did you like about the ad?
How the video swapped back and forth between the two AI avatars, making it seem like a competition between the two children and keeping the viewer in suspense on what will be said next. It also feels like you are being tested as a viewer – trying to see if you yourself are smarter than the child.
Story Master - VoysAI
Comments from Yupei Liu – Performance Marketing Executive at Miri
What inspired this concept?
Story Master is a language learning app for people to learn English as a second language. We aimed to show the teaching approach of correcting users’ pronunciation and tailored conversations with AI tutors. Incorporating app UI in the UGC creative helps the audience understand how the app actually works.
What market insights were applied?
Comparison and progress concepts generally work well for education apps. We showcased that compared to other apps, users are able to learn natural English by practicing conversations and correcting their pronunciation with a fun in-app exercise.
What did you like about the ad?
It incorporates real app UI (i.e. speech bubbles, microphone wave and speech feedback & scores) in the organic UGC part, allowing the audience to have an idea of how the app works. Wrong answers to the question at the beginning also add a sense of humour to the ad and make it fun to watch.
