Site: www.bjc.com.sg
The kid's section of the site is a fun way to get kids to interact with
the brand. It cleverly uses loyalty marketing by allowing children to
redeem caps for free prizes - like a trip to the zoo. Full marks to the
e-marketing team.
The design looks and feels like a kid's site, however strays too far
from the parent brand, which is not such a good thing. The home page
could also have benefited from some interesting sounds when users click
on the different icons. The site consists of four games. All allow the
user to e-mail them to friends, however an incentive to send the games
to a friend would get the Brand's kids community working a little
harder.
The application that allows kids to create their own comic or story is
zany and has great entertainment value, however it can be found on a
number of kid's sites. Had the creative team pushed the idea a step
further and related the site back to the brand in a more relevant way,
it may have had a stronger impact.
The 'Fun with Music' page really works. E-marketing for FMCG is not only
about interaction, but also about building a unique relationship with
customers. The Save Mother Hen game holds no surprises - classic
shoot-the-bad-guys scenario. But at least it relates back to the brand.
The DB collection feature could be enhanced. Perhaps that's Phase 2.
The TVC's all have a sense of style that is unique to the product.
Unfortunately kid's sites try to mimic other kid's sites instead of
developing their own illustrative style - this one is no different. The
next step might be to progress to a look that can be owned by BJC.
