Tag archives: online experience

The Art of Packing from Louis Vuitton

Even if I would say I already master the art of packing given the amount of travel I’ve been going through this year, I can’t help loving this interactive experience by Louis Vuitton. What a great way to present not only its luggage collection but also the wide range of apparel, shoes and accessories produced by the French luxury brand. Read more…

A lingerie collection and the peace in the world

Farfar did it again, creating an original/unusual/amusing campaign to promote a lingerie collection. One year ago it was Heidies time, now is Bjorn Borg at the center of the stage. The site is not very interactive, but there are plenty of things to discover while having some fun. Even if you’re interested only in the product/in the good looking models, make sure to check the “corporate” pages as well. The mission of the company is surprising and very 2.0 (even if I hate this expression!!!) … “Peace on earth”, for example, invites people to send over to the brand the pieces of “not sexy underwear” and receive a 5€ discount… The e-commerce section is also worth having a look, as it delivers a good Flash based shopping experience.

The C-Class experience

I like the way Mercedes approached online communication to present its new C-Class model. Instead of focusing on performance, they decided to take more of a sensorial and aesthetic angle, creating an experience you might not expect from a brand usually so much focused on the reliability of its cars. Actually, on the site, the car is almost not present, as it’s all about indirectly presenting its characteristics through tiny interactive experiences with clicks and sounds. Even if I enjoy the idea of doing things in a different/unusual way, I believe that the product ends up being too disconnected from the Technicolor experience. It could be a nice branding exercise, but I rather see it as a missed opportunity to present the car with a 360 approach, not looking only at its performance and visible characteristics (as all car manufactures do), but also going into the “soul” of the car, mixing expectations and aspiration in consumers’ mind. The agency behind the project is Agency Republic.

Gucci, welcome to Web 2.0

If I tell you that a very traditional, stylish and high fashion brand like Gucci has decided to build its new website without using Flash, the first thing you might think is: “my God, how conservative, old stylish (and boring) they are!”. Well, I’m sorry but this is the wrong exclamation, what I expect you to say is simply “wow!!!”. Yes, “wow”, because Gucci has decided to drop Flash and opt for a much more innovative (and brave, I would say) solution: Web 2.0 technologies - Javascript and Ajax (no, not the football team! , just to name a few. The genious behind the new gucci.com is Wollzelle, a small Austrian agency which created a unique, innovative yet very luxury online experience.

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What Makes Coffee Good?

Starbucks has launched a minisite to explain what makes coffee good. Coming from the city of Illy Caffe’ and being my father a “barista” the site immediately got my attention. I think they created a nice online experience to take people “behind the scenes”. Content is divided in four sections and presents videos, tips and pictures and some interactive tools to explain the “brewing process”. The site was created by Second Story Interactive.

BMW 3 Series: blood, sweat and tears

Graphico is the agency behind the online preview of the BMW 3 Series. According to the agency, the site delivers a rich experience, presenting the cars in all its details with a very realistic perspective. The concept of “blood, sweat and tears” is an aspect of the web story created to introduce the car. Unfortunately the link posted on Graphico’s site (www.thenewbmw3series.co.uk) doesn’t work yet.

An effective time-wasting experience

I loved the expression Sean Finnegan, Digital Client Communications Director, OMD, used to comment Nike’s latest microsite featured in iMedia Connection’s showcase. Nike’s “Vapor Station” presents a futuristic online experience in which users can discover the Art of Speed videos, as well as the Vapor series shoes. You can’t miss it