Challenge

Gamma Belgium wanted to launch a campaign to celebrate their 30th anniversary. Some of the objectives of the campaign were:

• Boost the Gamma Brand + reach of new target groups.
• Acquisition through opt-ins for the Gamma Newsletter and their Loyalty program 'Gamma Plus'.
• Offering existing customers chances to win extraordinary prices such as 'Bas, the handy man', City trips and so much more ....

Therefore a micro site www.gamma30.be^* was created with some interactive modules such as:

• The Supershopper Gamma Game: become the best & fastest shopper & challenge your friends.
• Vote the best Gamma ad ever (audio & video), also integrated in YouTube.
• The interactive promotions folder.
• Instant-cash reduction vouchers generator based on your profile and earned number of points.

To enlarge the chances on the incentives, the concept was very 'viral' inspired. Besides earning points to pass through the modules, each user could earn additional points by inviting people to this campaign or challenging friends in the game.

Solutions

The development and deployment of this microsite is realised with the WebEngine CMS combined with Java/JSP and MS SQL. Also for the more complex user management of all the participants, the 'Visitors Module' of WebEngine proved to be a strong solution (keep count of the number of points, number of challenges and invitations, downloaded reduction vouchers, etc, ...). Further on a lot of attention was given to the user-friendliness, clear and intuitive navigation and the design of this site. Especially the Gamma game 'Supershopper' is a masterly example of Flash and Action Script 3 development.

The Gamma 30 year campaign and microsite gave remarkable results. Not only by the achieved goals, but also with regard to the branding the site got a particular warm welcome. The Supershopper game will soon be implemented as nice add-on on the corporate Gamma Belgium site.

Responsibilities LBi

• Conceptual & functional analysis
• Technical setup
• Implementation & integration
• E-communication
• Media recommendations & creative's (awareness-acquisition campaigns on Belgian News portals)
• Hosting: two load balanced servers for high performance

Technologies

• WebEngine CMS + MS SQL 2005
• WebEngine NewsEngine
• WebEngine E-database Manager
• WebEngine Visitors Manager
• Flash 9 & Action Script 3 development
• Google Analytics
• Flash

Result

^* This url was available until August 1st 2008, end of project.