Friday, 30 June 2006
Akzo Nobel has appointed Manchester-based Code to produce two new websites for its consumer and trade audiences, in addition to briefing the digital marketing agency to update and maintain its flagship Crown site.
Code is designing a new site for the paint company’s Berger brand, which is aimed at young couples and families and is available through independent decorative coatings stores across the UK. The site will adopt a ‘straight talking’ approach and will offer an easy-to-use product guide and help on colour selection, together with tips on home decorating and a comprehensive advice section.
Code is also designing a new Akzo Nobel retailer website, which will provide help and support to over 700 retailers that sell Akzo Nobel products, including its Crown, Berger, Sandtex, Sadolin and International brands. The business-to-business site will provide retailers with information on the latest new product launches; advice on merchandising and how to best display products in-store; details of promotions and downloadable specification sheets.
Code account director, Mark Sharp, comments, “The Berger brand does not currently have an online presence, so we’re aiming to improve both brand awareness and credibility. The new site will provide consumers with straightforward information and advice, combined with inspiration for creativity in the home. The Akzo Nobel site is destined to become the independent retailer’s ultimate guide to the company’s full range of products and how to best sell them.”
In addition to being appointed to update and maintain the Crown Paint site, which will include the online relaunch of Crown’s pure brilliant white range, Code has also produced a microsite and online marketing campaign to support Crown Colour Week 2006 (www.crowncolourweek.co.uk).
An annual roadshow, Crown Colour Week focuses on positioning Crown as the experts in colour for the home and drives consumers in-store for one-to-one consultations with a team of colour specialists. TV’s interior design champions, Colin and Justin, are headlining at ten showcase events and the microsite features tips from the duo on choosing colour for the home, together with a downloadable form to claim a free exclusive Crown version of their ‘How Not to Decorate’ book.
Site visitors can also enter an online competition to transform their home through a £10,000 Crown makeover. An online marketing campaign that combines PPC and SEO has been created by Code to help drive traffic to the site.
Traci Baxter, retail brand manager for Crown, comments, "Code is undoubtedly one of the most responsive, flexible and organised agencies with which I have worked. The team there instills total confidence and their expertise, project management and design skills are second to none. Crown has been impressed with Code’s work to support Crown Colour Week and we are looking forward to working with the agency on the Berger and Akzo Nobel retailer sites.”
Award-winning Code, formed in 1999, is a full service digital marketing agency that employs 32 people. In addition to Akzo Nobel, the agency's client list includes Kimberly Clark Corporation, HMV, RHM, Capital One, Nokia, BUPA and Umbro.
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