GraphicoDMG was asked to create a site at the hub of the campaign that would provide a platform for educating consumers and challenge them to improve their immune systems at a time of year when they were most susceptible to colds and 'flu.
GraphicoDMG devised a digital destination for the Actiwell challenge that received traffic from online, on TV and on pack promotions. The site delivered clear core messages and a 7-point plan that consumers could adopt to boost the effectiveness of their immune systems.
Visitors to the site were invited to create a bespoke 7 step plan with tips relevant to their own lifestyle. A StayActiwell ‘Challenge’ area was also created to enable visitors to test their ‘winter health’ knowledge with a chance to win exclusive online prizes. The ‘Challenge’ was divided across a number of different stages providing consistent content updates to the site.
Registered users were kept informed of new stage rollouts via a series of emails, encouraging continued user participation. Fresh and interactive content drove continued participation with campaign and the opportunity to build ongoing relationships with consumers was strengthened through email communication with registered users.
The StayActiwell campaign has been delivered on site in an engaging and interactive way; establishing StayActiwell as a credible everyday plan, and ultimately helping to make the Actimel positioning and benefit clear to consumers.
The site usedflash animation - in the designcustomisable features - to enable personalisation of the 7-point planquiz mechanic usability - high levels of usability with clear , easy journey through registration and concise and attainable delivery of the StayActiwell winter plan. email programme - keeping Actimel's consumers informed of programme and competition developments
The site was key to this initiative, with traffic being driven there via TV, press and on-pack promotions.