Project Overview
Concept, design, and execution of a multi-channel ad campaign to introduce Lead Close Pro, a lead management tool for home services businesses.
Details
Client:
VIIRL (Internal Product Marketing)
Role:
Creative Director / Concept & Design
Needed a Campaign that:
Challenge
Viirl was launching a new product — Lead Close Pro — designed to streamline communication across multiple platforms like Facebook, Yelp, Angi, Thumbtack, and SMS. The tech was solid. The problem? Most home service pros don’t care about “tech” — they care about revenue, response time, and lead quality.
Solution
Instead of selling features, we led with emotional pain points:
- Fake Leads – Visual pun (mustache = fake) to hit a common industry frustration
- Lottery Leads – Highlighting randomness of bad lead gen
- $0 Revenue – Juxtaposing quantity vs. quality using stick figure humor
- Speed Matters – 70% stat anchored in a clean messaging interface
- Trap Quote – Conceptual minimalism to convey bait-and-wait lead scenarios
- Clean Product Visuals – Featuring actual cross-channel functionality to show depth
Design system notes:
- Typography: Big, punchy, and hierarchical
- Color usage: Blue for trust, bold black/white for contrast, consistent Viirl blue brand
- Humor: Smart, visual, and dry — speaking with the audience, not down to them
- Motion-ready: All assets were built to convert easily into short animations or carousels