BIG W - New Live Big For Less Campaign
In possibly the largest integrated campaign undertaken by a single ad agency in Australia to date, IdeaWorks today launches the new BIG W brand across all consumer touchpoints. In doing so, there have been some amazing feats undertaken, from a brilliant new Brand ID component - created by Glen Barry (Head of Brand Identity @ IdeaWorks) which has evolved through the entire campaign into touchpoints like;
We've also created a Live Big For Less microsite showcasing the Brand TVC's to BIG W staff and suppliers. This microsite has not been created for the general public, but more for the suppliers and staff to give them access to the campaign before it was seen on TV. It's also a great reference point for anyone wanting to experience the new brand and its message.
So feel free visit http://www.livebigforless.com.au/ and enjoy the new TVC's.
In other areas we have created strategic eDM and online communication touchpoints that will be experienced in the coming weeks to months as the entire campaign rolls out, along with some fantastic instore communication work that will also roll out. Enjoy the campaign.
- New TV Brand Campaign
- Press Campaign
- Catalogue Design & Production
- Environment & Store Design
- Instore Communications & POS
- Website Strategy, Design & Development
- Online Communications (eDM's .etc)
- Internal Big W Communications
On the interactive side of the campaign, we have taken BIG W into a whole new world online by creating a really fresh, totally CSS based design for the new BIG W website that will be enjoyed by all users. There was an amazing amount of work involved in this re-design from strategic planning right through to detailed usability design & testing. The project had a great level of difficulity to enhance the brand online, while staying true to the simplicity and freshness of the new branding, something that's great testimate the the designers in my team.
We've also created a Live Big For Less microsite showcasing the Brand TVC's to BIG W staff and suppliers. This microsite has not been created for the general public, but more for the suppliers and staff to give them access to the campaign before it was seen on TV. It's also a great reference point for anyone wanting to experience the new brand and its message.
So feel free visit http://www.livebigforless.com.au/ and enjoy the new TVC's.
In other areas we have created strategic eDM and online communication touchpoints that will be experienced in the coming weeks to months as the entire campaign rolls out, along with some fantastic instore communication work that will also roll out. Enjoy the campaign.
Labels: Advertising-Campaigns, Latest-Websites
posted by Aden Hepburn at
11:46 PM
2 Comments:
What was the rationale behind the strategy to "open a new window" for many of the navigation links on the Big W site?
Good comment, however - there are a few funny rules with BIG W being part of such of a large company in Woolworths.
They have their own seperate careers website, gift card website, catalogue website, online store websites.
Now these are either run by 3rd parties or internal IT and serve the various Woolworths group companies, thus why we must link out to ther website. Which is certianly not ideal and we have proposed mergers and all sorts of things, however none are yet on the menu for the business models.
So the rationale is that we dont want to loose visitors when they are unexpectly taken out of bigw.com.au (something out of my control) so we open a new window so once they close that page we are still sitting there for them to continue browsing!
That way we increase time spent on our site by visitors and don't loose traffic to other Woolworths websites.
Hope this helped!
Aden.
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