Komoot
I embarked on a personal project to engage UK hikers with Komoot, aiming to make hiking more relatable and accessible. Recognizing that the term "Adventure" might not resonate with those seeking simple, family-friendly hikes, I reimagined "Adventure" in a more approachable context. This approach would hopefelly encourageapp downloads and make hiking enjoyable for everyone.
Objective: Engage UK hikers by highlighting simple, family-friendly hikes, encouraging app downloads.
Old Ads from Komoot
I decided to give Komoot's ad a fresh twist to make it more engaging. The goal was to add a clear call to action, highlight the key message, and encourage app downloads.
2 Variations for Instagram feed for A/B Test
Visual A
A close-up shot of a family sitting surrounded by lush greenery, smiling and enjoying the peaceful moment as they unwind in nature.
Rationale:
This ad captures the joy of relaxing and connecting with nature, making it ideal for families who crave a stress-free outdoor experience. By emphasisng the emotional rewards of hiking, it invites everyone to join in without any intimidation. With a clear and compelling call-to-action button and headline copy, we inspire viewers to download the Komoot app and embark on their own unforgettable adventures together—because every family deserves to explore the great outdoors.
Visual B
A serene family hiking scene on a gentle trail with beautiful scenery.
Rationale:
This ad focuses on family experiences, showcasing hiking as a fun and easy activity everyone can enjoy together. It also highlights the use of the Komoot app, making it simple for families to find perfect trails. By presenting "adventure" in a relatable way, we directly connect with the target audience's desire for family-friendly options, encouraging them to explore the great outdoors without any hassle.
Additional Instagram Story Ad: Family-Focused
A joyful sequence of clips:
Lush greenery
Kids enjoying nature
Simple use of the Komoot app
Family enjoying the hike
Rationale:
This highlights the joy of family time in nature, focusing on the happiness and togetherness of the experience. Emphasising "creating memories" and the copy appeals directly to parents looking for enjoyable and accessible outdoor experiences. The visuals support this theme, highlighting the excitement and togetherness that hiking can bring, encouraging families to download the app and start their adventures.
