Two recent initiatives show how agency-client collaborations can generate results — and receive industry recognition. Read about the integrated online campaign for Samsung Smart TV that recently won a W3 Gold and then check out the website redesign for CiCi’s Pizza, which was recognized with a nod for Outstanding Website in this year’s WebAwards.
Samsung Smart TV Integrated Campaign Wins W3 Gold
When Samsung Consumer Business Division (CBD) launched its revolutionary ES8000 Smart TV the global leader in semiconductor, telecommunication, digital media and digital convergence technologies collaborated with nFusion to differentiate the product in an integrated, multimedia campaign that demonstrated aspects of the Smart TV’s Smart Interaction, Smart Content and Smart Evolution. The results: a W3 Gold-winning campaign.
The campaign was recognized by the W3 Awards for creativity, impact, messaging, copy writing and use of medium. Specific aspects of the campaign include:
- The shift from transactional to community consumer touches: Where users formerly clicked through from a banner to the website to the store and were finished interacting with the brand, the campaign took advantage of social integration, where advocacy influenced consumer consideration and multiple learning paths allowed for different customer preferences as consumers sought information about the product
- Speaking to customers within the context of their passions: The media mix and the emphasis on social (Facebook) promoted content to users based on their unique input, likes and self-selection, ensuring the right messages targeted specific consumers; similarly, in pre-roll and rich media advertising, several unique edits of video content were produced, featuring the American viral video comedian and Internet personality iJustine, which spoke to specific consumer passions
- Ongoing conversations on Facebook: Users who viewed the rich media banners were enticed to continue the conversation on Facebook, where they were served additional content as a payoff for joining the burgeoning community of engaged consumers; the Facebook video had a remarkable 94% completion rate
- Driving to dedicated Facebook pages: Rather than having users search the dot-com and then shift to social media channels (Facebook), the campaign brought users directly to the social site from which they could proceed to the dot-com, having interacted with the brand the way they preferred
One month into the campaign the community of fans grew by over 86,000, a 292% increase. As of this writing the community of fans has hit over 900k likes and is commenting energetically on all of the related Smart TV pages.
CiCi’s Pizza Website Redesign Wins WebAward
Texas-based CiCi’s Pizza won “Outstanding Website” in this year’s WebAwards for the restaurant’s fully redesigned website that offers visitors a virtual tour of the family-oriented, endless pizza, pasta, salad, soup and dessert buffet. nFusion and CiCi’s Pizza collaborated to revamp the site with a visually stimulating experience that captures the variety of the CiCi’s Pizza buffet concept, extends its refreshed branding and features social platform integration for the popular pizza restaurant.
Among the changes nFusion helped CiCi’s Pizza implement:
- A shift from product-oriented imagery to lifestyle imagery, a departure from the norm in the QSR category where photos of the food rules, usually
- A CMS platform built to empower the brand to update content more easily and efficiently and to align the revamped site with CiCi’s Pizza offline and broadcast activities
The judges who reviewed the website gave it top marks for a number of aspects:
- They highlighted the site design and innovative parallax approach to scrolling, both of which allowed site visitors to enjoy a virtual tour along the endless CiCi’s Pizza buffet experience
- Judges cited ease of use as another positive aspect of the site, which was structured around a clearly defined information architecture and made use of an easy search functionality to assist users searching for a restaurant near them
- Finally, the site was lauded for content and copywriting, which maintained the tone of the brand yet didn’t interfere with the site’s ability to disseminate important information to potential customers and franchisees