ATB Up—Get up to give back.
Context
During the Covid pandemic, many events and initiatives that previously might have been experienced physically, needed to be re-imagined as purely digital. ATB sought to engage Albertans in 10 days of challenges they could do from home.
The challenges were designed to be simple, uplifting and inclusive, with the goal of raising up to $50,000 for mental health support in Alberta.
Participants completed the challenges and posted to social media with the campaign hashtag #ATBUp. For every video or image posted or shared on Instagram, Twitter and Facebook, ATB donated $1 to the Mental Health Foundation of Alberta.
The Challenge
To plan, design and deploy in 8 weeks a digital framework that serves as the central campaign hub for ATB’s 2021 Greater Good initiative, ATB Up.
My Role
Creative Direction
UX Design
UI Design
Motion Graphics
Video Editing
Tools
Miro
Adobe XD
Photoshop
Illustrator
After Effects
Premiere Pro
The Approach
I helped strategize and design a digital campaign for ATB—a provincial bank in Alberta, Canada. During my time at Intergalactic, I collaborated with the marketing partners, internal leadership, and ATB to develop a custom microsite with social integration for users to share fun, low-barrier challenges on their social media.
Define
At the beginning of the project, the greatest challenge was defining clear technology requirements. Working with the lead developer, I helped define the requirements through a site architecture and user flow. This gave clarity to both the client and the developers as to the required technology needed in order to achieve the business objectives within the timeframe and budget.
Discover
The Discovery phase defined the scope, user journey, and overall experience by using an Information Architecture map. This map was centred around the clients requirement of a digital, user participation experience with social integration and unique email address collection. Adobe XD was used to generate the wireframing, prototyping, and visual design of the experience.
The project scope consisted of:
Campaign strategy based around a mobile responsive microsite with custom registration and social authentication
Onboarding steps
10x daily social challenges
Social aggregation feed within microsite
Reporting and analytics
Video production content for both microsite (16:9) and social (1080x1080)
Social media assets for Instagram, Facebook, Twitter and video poster images
Gift box packaging including custom box, card and envelope
Motion graphics lower thirds and end bumper animation
Copywriting
Design
The Design phase consisted of wireframes and hi-fi visual design. Through the lens of the participant, the wireframes outlined the visual structure of the experience. The visual design aligned the client's brand aesthetic (bright and vibrant) with the theme of the campaign (positivity and unity in difficult times). The UX team focused on an optimum mobile experience for both video and images and eye catching animation within the donation counters.
The Results
The campaign reached its goal of contributing $50k by the 8th day of the 12 day challenge and by the end of the campaign, had raised an unprecedented $125,000 in donations from engagement.
The campaign resulted in 4.7 million impressions, 1.2 million users seen, 1800 posts, 528 users to the contest.
1,275 pieces of warm clothing that the Bissell Centre (Edmonton), the Calgary Drop-in Centre, Rotary House (Grande Prairie) and Lethbridge Stabilization Centre and Shelter will distribute to Albertans in need.
1,400+ hot meals delivered through Meals On Wheels programs across Alberta.
