We were asked to deliver a new on line destination for Activia that would sit at the centre of Danone’s online marketing and CRM activity for the product. The site needed to meet a range of criteria: providing a clearly defined and engaging site structure with creative content that is sufficiently compelling to drive consumers to make return visits.
GraphicoDMG worked alongside Danone to identify their core objectives online and devise an improved and rewarding online experience for Activia consumers. The new site enables consumers to access information on the full product range, uncover the science behind Activia and access a range of relevant digestive health pointers and tips.
A rotating homepage flash panel highlights current promotional messages and initiatives, ensuring the site is kept dynamic and fresh. The balanced nature of site content increases its relevance and credibility to their core target audience.
The ‘Get Involved’ area on the site offers a platform for the brand to promote a two way dialogue with its audience, thereby promoting consumer participation. New campaign initiatives, offers and competitions, all promoting real consumer Activia experiences are also highlighted both there and in 'Your stories'.
Initial feedback has been very positive from the internal team at Activia. Following its launch in December 2008 the site has continually been updated and has supported ATL initiatives such as the Activia Challenge. The balance of product focused content and relevant digestive health pointers strengthens Activia’s association with being an authority on digestive health.
The site features
- data capture mechanic - for consumer registration and opt-ins as a gateway to receiving further email communications from Activia
- flash - rotating homepage panel promoting current promotional messages and initiatives to keep the site dynamic and fresh
- - and product carousel displaying full UK Activia product range and nutritional information
- Usability - clear sign-posting and defined areas for consumers to retrieve information they need.