This was the first time these collections could be looked at and proves that Ancestry stands out from the competition, so the main messages we wanted to focus on were:

"Register with free trial" & "Browse through never-before-seen collections".

To arouse interest we showed previews of the available record collections.

To use all messaging channels we planned to send out three emails:

Awareness email, Education email & Fear of missing out email. Whilst focussing on educational messaging in the first two emails, we purely focussed on urgency in the last one to get the users to sign up and not miss out.

With this campaign we wanted to create an emotional connection that fits well with the idea of “Uncovering the power of your story”. The distorted image moving back into its original state was designed to portray how Ancestry can help you putting the pieces of your family history together.

These kinds of animations were another concept for this campaign where parts of the image fade in and out to underline the idea that Ancestry can help you find the missing parts in your family history. You start working on your family tree and with the help of all available records you can fill in the missing pieces.