|
Brief
Unilever’s Comfort Fabric conditioner is perceived as a strong brand with strong innovations, which is showing both excellent results and growth mainly driven by the developed and emerging markets (Asia, LATAM and AMET).
Since then, the Global Comfort team has strengthened the brand key vision and plan. The target audience was not aware of the developments and therefore required an compelling internal communication strategy to deliver the new key messages.
The communication objective was to engage and inform a wide internal audience. Both an internal audience such as colleagues working regularly on the Comfort brand within Unilever regions across Europe, Asia, LATAM, AMET and marketers across varied disciplines from Brand development, Brand building, CMI (marketing research), Research and Development and Finance.
The proposal for the Comfort global brand team at Unilever was to design and develop a digital toolkit for their brand intranet, based upon the iconic Clothworld advertising campaigns. This would provide an interactive online home for Comfort; containing all assets such as iconic TV advertising, the global design strategy assets, brand design guidelines, 40 years of Comfort historic montage film, research documents, contact details, print and video presentations.
Strategy
In association with the client agency - Experience Worldwide - the brief was to develop the ‘House of Comfort’ concept; originally conceived as a physical brand stewardship environment in the UK and Singapore and bring the brand to life under one roof - the ‘House of Comfort’. The core creative was developed by Open from the iconic ‘Clothworld’ TV advertising campaign and the creative direction focused on illustrated room scenes and environments containing interactive hotspots previewing content for download.
From here Open developed an immersive engaging digital application that would contain all brand assets, interactive content and downloadable strategy and research presentations.
The Comfort Digital Toolkit intranet application facilitated the ability for brand teams to share a central brand database developing a strong sense of community, to generate interest in the brand key vision and therefore align Comfort Brand messages with colleagues around the world. The aim is to ensure that all Unilever marketers, and their agencies, have the tools that will enable the communication of the brand consistently on a global scale.
Execution
The site opens with Senior Vice President Keith Weed, Homecare Hygiene and Water introducing the next phase in Comfort brand strategy and introducing the 40 years of Comfort film.
The user is then guided into the ‘House of Comfort’ and exploration of the house is themed within room scenes as brand content is separated into grouped sections such as Happy Homebirds (Comfort target market), Brand Design and ID, Iconic Advertising Heritage, Growth Drivers and Contacts.
The look and feel creatively reflects the Comfort Brand qualities, for example the colour palette used is to reflect Comfort brand fragrance, a key brand association. This combined with interactive sound elements site wide creates a relaxed, homely, informative environment where the user can engage interactive content, download or preview presentations and video content.
Open also created a 90 second animated sequence and voiceover for Comfort Global Brand strategy to illustrate the brand development across all ranges of bottle packaging. This was integrated into the site along with a digital book for ‘Happy Homebirds’ section, an interactive quiz
Design & Development:
- Intranet site - Adobe Flex application
- Sound design and effects
- Interactive content:
- 3D render animation and voiceover
- Interactive ‘Digital book’
- Interactive Quiz
- Flash promotional banner
- HTML email invitation
|