Wednesday, 02 January 2008
Code will handle the digital strategy, planning, design and build, as well as online marketing, for the two brands.
Code has already completed an initial project to redesign the Carex website www.carex.co.uk to communicate the brand’s new hand ‘carexperts’ positioning and support an offline sampling campaign. The new site boasts incentives and competitions, showcases the entire Carex range, and provides educational information and resources to reinforce its new position.
In the longer term, Code has been appointed to develop and extend the site and drive consumer interaction with the brand through creative and engaging tactics. Code will also be responsible for devising online initiatives to launch new products, and help the brand reach a wider audience through increased digital marketing activity.
Code Computerlove’s concepts for a new Original Source website, presented by the agency in the pitch, will be implemented in 2008. Code’s impactful and salient creative will further bring Original Source’s proposition to life online, provide consumers with a fun and engaging way to interact with the brand and will support the launch of new products. The brand plans to look very carefully at the digital channel, where it has thousands of brand advocates, and use this to help drive brand awareness and trial, and also drive data capture for future direct marketing initiatives.
Michael Harper, Brand Manager, said: “Code’s digital expertise will help us to exploit this powerful communications channel to great effect, and to reinforce key marketing objectives to assert Carex as the hand carexperts, and make Original Source even more famous for its ‘packed with natural ingredients’ proposition.
Harper added: “The pitch was part of the company’s overall strategy to rationalise the number of agencies used across our brands and to understand – and importantly leverage – how online can deliver our brand objectives.
“We were blown away by Code’s brand understanding and knowledge of the digital channel, combined strong clear strategies and outstanding creative.”
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