Garnier Fructis - "GarnierFructis.com"

Razorfish

Razorfish New York, Estados Unidos

Prêmios

6326

Marca: Garnier Fructis
País: Estados Unidos

Anunciante: L'Oréal

Titulo	GarnierFructis.com
Agência	Razorfish
Campanha	GarnierFructis.com
Anunciante	L'Oréal
Marca	Garnier Fructis
Posted	Abril 2004
Sector Empresarial	Produtos para o cabelo
História	The purpose of the website is to promote the Garnier Fructis brand online and provide users with information on the full line of shampoos, conditioners, and styling products.
Filosofia	The website was developed entirely in Flash, creating a fully interactive, engaging, and fun environment for the consumer target. The site taps into some of the core passion points of the target audience: new music (Fructis Radio), flirtation (Daily Dose), practical jokes (Hair Interventions), free bees (Get Lucky), self exploration (Career Quiz) and viral features. We beleive the look and feel of the site is edgy enough to feel authentic for this very skeptical consumer while still balancing the core values of the brand.
Problema	The website needs to target a bullseye of 18-24 year olds, male and female, multi-ethnic. The goal is to generate buzz for the new Garnier Fructis Style line while extending awareness around the shampoo and conditioner base business. There must be viral experiences on the site that appeal to the consumer target, driving store traffic and increasing purchase intent. In addition, the website needs to integrate with offline advertising.
Tipo de Mídia	Web site
Mercado	Estados Unidos
Mais Informações	www.GarnierFructis.com
Director criativo	Susan Easton
Director de arte	Liza Pagano
Redator	Silvia Fernandez
Designer gráfico	David Lee
Designer gráfico	Liza Pagano
Designer gráfico	Alejandro Melguizo
Programador	Matt Wallace
Programador	Michael Scafidi
Programador	Kathleen Soule
Programador	Matt Saunders
Illustrator	Maggie Hong
Produtor da agência	Rich Yeung