Digital Property Group (DPG) unites PrimeLocation.com, FindaProperty.com and Globrix.com. All of the DPG websites have a distinct market position, and together they work as complementary brands attracting over 9 million search visits a month. Currently DPG websites carry a lot of mortgage, home insurance and utilities advertisers and are perceived by ad agencies and media agencies as a fairly dry, financial audience. We were tasked to change ad agencies and media agencies perceptions by positioning DPG as an attractive audience for lifestyle advertisers such as furniture, home furnishings, DIY, paint etc. This will encourage brands such as Ikea, DFS, Harveys, John Lewis, Habitat, Lombok, Wickes, B&Q and Dulux to advertise on the DPG websites.
We designed and produced an interactive presentation titled ‘Deconstructing the home of consumer insights’. The presentation was created as a unique sales tool that allowed DPG to approach new prospective customers. Using stats sourced from TGI we illustrated a typical DPG family home that could be explored. By clicking on highlighted objects positioned in each room of the house, prospective customers can see at a glance the total percentage spent on household objects by DPG users. Additionally, a results table highlights DPG’s overall positioning compared to their competitors, and although DPG don’t display top of every table it highlights DPG as a strong competitor in the marketplace to display lifestyle advertisements. The presentation was built in Flash and integrated XML feeds so stats can be quickly and easily updated by DPG via any text editing software. Finally, to add a bit of character to the presentation a few final touches were added, these included, an attic mouse, birds with muddy feet, and a lost balloon.
How we did it
We used a step-by-step approach that flowed smoothly through a sequence of key stages.Show the full process
FORMING A SOLID BRIEFThe better the brief, the better the project. Working closely with Digital Property Group, we began by making sure we had all the background information and market insights. We then defined who our target audience was, what we wanted to achieve and how we could measure the success.
STORYBOARDSAs this was a new initiative we had complete freedom with the art direction. Therefore, we produced a series of seven (A0) storyboards ready for review. The storyboards covered illustration style, house styles, room styles and family types. The outcome of this meeting gave us clear direction to begin the Design Development stage.
Design developmentFollowing on from the storyboard presentation a look and feel was designed and developed. Alongside this we worked closely with DPG to gather a list of household items that would become the hotspots within each room. Once the look and feel was signed-off we continued to illustrate all of the rooms and household items ready for sign-off.
FLASH BUILD & XML INTEGRATIONWith all of the illustrations signed-off the presentation assets were handed to the Flash developers to bring everything to life. One Flash animator worked on the animations while a second Flash developer added all of the code to make the functionality work, this included the presentation to resize to any screen resolution and XML integration.