April 2006 Archives
"Full potential of internet finally realized" - Dave BarryDozens of articles and blog mentions turned a crazy content experiment into a successful viral promotion.
Shortly after DDB became Exclusive Resorts' Agency of Record, the DDB team came to me at Peel to discuss a new website for ER. I worked closely with the DDB team throughout the entire site concept & development process, providing experience design and strategic leadership. The primary strategic goal was not only to ensure that the full breadth of information about ER and their product were available and consumable, but that the site accurately positioned them from a brand perspective. By developing an experience in line with what ER's consumers would expect from a luxury product (such as a high end auto) we positioned ER as the category leader and substantially ahead of their competitors. This work was part of a 2008 Effie Finalist Case Study.