Case Study

Brief

Tangent/Lateral has been commissioned to redesign the Purple Ronnie site due to launch later on this summer. Purple Ronnie is a brand that is recognised by its witty, child-like writing and iconic stick figures. Aimed at an audience from mid teens to young adults the site is set to deliver sentiment in a humorous and engaging way.

In preparation for the upcoming site we have produced an interactive card and poem generator for Father’s day. The aim of this application is to create a fun and interactive introduction to the brand as well as a means to sell branded products.

Strategy/Execution

As part of the main strategy of the re-launch of the site, we have created several pre launch applications to focus around key commercial dates including Valentine’s Day and father’s day. The Valentine’s Day application was a flash based Love guru poem generator allowing users to secretly send their object of desire a Valentine’s Day poem either by email or text message.
Taking this one step further we have designed and built a Father’s day DIY card. This application allows the user to design their own Ronnie character and send their Dad a personalised E card. The Ronnie avatar creator is a fun way to design a character to look like yourself, your dad or whoever. You have the choice to select a girl or boy, dress them up, choose their hair, their actions, as well as different body sizes and shapes. Once you have designed this a Father’s day poem is automatically generated and ready to be sent.

The full launch of the new site will develop on the existing functionality and include a full “Purple Ronnie World” for users to explore. This will have different interactive environments, customisation options, sound and props for users to add to their messages.

Results

Since the launch of the E-Card functionality in February:
• Over 20,000 emails have been sent.
• Over 500 texts sent.
• 420 “Keep me informed” sign ups.