Posts tagged Strategy

Citi.com Website

Nov 3rd

Posted by Creative Passion in The Work

 

Designed in col­lab­o­ra­tion with Critical Mass Toronto, Citi.com was a rev­o­lu­tion­ary rebrand­ing project that took the refresh from the web­site to print instead of vice-vera. It also changed the way online bank­ing can be per­ceived — truly a design that thought of the end-user first instead of only focus­ing on inter­nal bank­ing perspectives.

The design process was very detailed and focused on such things as keep­ing clients above the fold, allow­ing them to bank in one screen, cus­tomize the site to sat­isfy their most fre­quent tasks, and add more usabil­ity than ever before includ­ing an online finan­cial advi­sor tool. The site, orig­i­nally designed for the United States, was so well received that it is being rolled out Internationally includ­ing both Asia and Europe.

PDF REVIEWS:

1. New York Times. “Bucks: Citibank Adds Money-Tracking Tools to Online Banking”. Download the PDF here.

2. The Financial Brand. “Citibank.com’s Extreme Website Makeover”. Download the PDF here.

3. Video of the new rebranded web­site — Click here to play.

Click on the thumb­nails below to see high­lighted sec­tions of the site or visit the live site citi.com

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Contest vs. Free Labour

Apr 19th

Posted by Creative Passion in News

What is the line between “Fan-Based Contest” and just get­ting your fans to do work for you?

I’m all for viral mar­ket­ing, let­ting fans have a piece of the “inven­tion” pie and so on. When I read the title of this arti­cle, I thought it was a cool idea and was inter­ested to see how it was done and how its pan­ning out. While pop­u­lar­ity for the con­test seems to be work­ing, the promo work done for the con­test by the fans is less than stel­lar to say the least.

Its seems Mountain Dew didn’t even allow the fans to help cre­ate the flavours. It started with 7 sam­ple flavours. Narrowed down to 3 from there. Fans were then divided into “Nations” that were given the task to do every­thing to pro­mote thse flavours includ­ing work­ing with Mountain Dew’s exist­ing agen­cies to cre­ate online pro­mos. They were also tasked to go on a cross-country road trip to pro­mote their given flavour. I won­der if these peo­ple were paid for their time and if, cre­atively, these are the ads that Mountain Dew would have wanted had this been done as an inter­nal cam­paign rather than a “contest”.

Bears the ugly head of Spec Work…

Check it out: Mountain Dew Releases 3 Fan-Created Flavors

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Old Spice Getting New Fan Following

Feb 24th

Posted by Creative Passion in News

Its not just the stuff your grand­fa­ther used to wear!

In an attempt to get a younger/newer fol­low­ing of loyal Old Spice wear­ers, they have made their image fun­nier, younger and really Chuck Norris-inspired! The lat­est suc­cess of this brand revival is based on the com­mer­cials with “The Guy on the Horse”.  Isaiah Mistafa (The Guy on the Horse) is now on Twitter and has 1,601 fol­low­ers to date! <— no pun intended. Old Spice’s Facebook pres­ence has also taken advan­tage of “The Guy on the Horse“‘s pop­u­lar­ity and is now hold­ing a contest/poll of which TShirt design they should release on their web­site! Its a great, easy way to engage their fans and to keep the cam­paign fire going while its still hot.

Check it out: Meet the Hot New Old Spice Guy
Agency: Wieden+Kennedy

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French ads compare smoking with oral rape

Feb 24th

Posted by Creative Passion in News

An exam­ple of, per­haps, an agency just try­ing to get their name out there at the expense of the client

When I saw this ad, it reminded me of inter­ac­tive projects that I’ve seen win awards, but com­pletely missed the mark on their client’s busi­ness objec­tives. HOW does an addic­tion to smok­ing com­pare at all to oral rape??? I just don’t see the cor­re­la­tion. What it has done is made its mark on the media buzz — got peo­ple talk­ing about it. Is this a case of “There’s no such thing as bad publicity?” — because in this case I think there is. As the arti­cle says — this will cause con­tro­versy among adults, but not stop teens from smok­ing who gen­er­ally ads like this are directed to.

Check it out: French ads com­pare smok­ing with oral rape

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The Digital A-List

Feb 22nd

Posted by Creative Passion in News

So many com­pa­nies want to jump on the SN band­wagon, but some are truly doing it well!

I can’t count the num­ber of com­pa­nies I’ve had just say things like “We need to Twitter”, or “We need to be on Facebook” or some­thing else along those lines. Forget if there is any­thing rel­e­vant they have to offer in any of these social net­works, its just the lat­est craze and they NEED to be part of it. They have a dead­line and no strat­egy, but need some­thing bril­liant. They put money into it and don’t bother mak­ing it work by main­tain­ing it. Its a song I know I’ve sung before on my site. Ok, but here’s the sil­ver lin­ing: There are some com­pa­nies that are mak­ing my jaw drop some­times with some of their ideas of how to make use of SN sites to really drive con­sumers to their brand and inter­act with it! Some of them have even used MULTIPLE SN sites for a sin­gle cam­paign and really made it worth the con­sumers time and really engaged them in a great online expe­ri­ence. Kudos to them!

Check it out: Digital A-List 2010

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