Eric Lynge, business development director, DoubleClick Media
Asia
Site www.lanecrawford.com
The overall implementation of flash is compelling and attractive. I
found the site well designed and easy to navigate. The two offers for
shopping benefits by registering and sending electronic gifts to others
are well presented and clear.
While I am sure that the egift offer will generate respectable
registration and general branding, I think that limiting its
introduction to email lessens its viral and branding potential. I would
suggest that the addition of good old-fashioned advertising, including
online, can help spread the message to a larger, still targeted,
audience which will have an exponential increase on the potential viral
impact.
For example, the Lane Crawford flash intro page could be delivered much
as a TVC in the offline world. There would be no waiting time for the
flash creative to appear as it would emerge "between the page" and run
its course between page links.
After completion, it would not sit on the screen like a "pop up" as the
creative could be designed to shrink into a banner or skyscaper onto the
site which the surfer was linked to.
A few suggestions to reach the right audience online:
- Certain content sites can be targeted.
- Exposure limited to certain times of the day.
- Exposure controlled to each unique consumer.
Finally, I would suggest that Lane Crawford extend the option for the
consumer to print out the offer and bring it to the store.
