Easytec Systems needed an advertisement to spread the word about its two self-service 401k management products: 401k Easy Online and 401(k) Easy for the PC. The ad would go out via e-mail and link to each product's marketing web site

Pixel Relish developed a pair of ads; they differ only in their main graphic. People would receive one or the other, not both.

Ad 1, shown at right, features the active image of trucks carrying money; it appeals to people wanting hands-on control. Ad 2 also implies a hands-on approach but in a quieter, handle-it-from-anywhere message. The idea in both is that 401k Easy Online and 401(k) Easy for the PC are no-stress means to a healthy, affordable retirement fund.

Pixel Relish designed the ads to...

Grab the reader's attention.
Ad 1 and Ad 2 each launch with, "Welcome to a world of 401k freedom...." Easytec Systems knows its target small business audience well: cost, above all, but also poor service and meager options deter the majority of small business owners from sponsoring a 401k plan despite that workers desire a 401k second-only to health insurance.

The ads needed to immediately disassociate from the Easytec products the industry norms for small business 401ks of high cost, unresponsive service, and rigid plan design.

Inspire the reader to call or visit the web site(s) for more information.
Effective communication. In this case, that's achieved when the reader feels soothed by the ad, when he or she thinks, "Wow, who knew a retirement plan could be do-able." If he or she has any interest in a 401k, that's when he'll call or go to the website to learn more.

One note...
Client Easytec did not feel the ads need prompt interest in 401k plans, because a strong interest is already out there.

See also...
We've completed quite a number of projects pertaining to 401k Easy Online and its sister product, 401(k) Easy for the PC (a desktop application), including web sites (the 401(k) Easy one is VERY old), the "Welcome" sheet (in print and e-mailable formats), as well as the product logo and branding artwork.

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