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Web Design and Digital Marketing

Case Study

Carmex Australia

Multi-page brochure website for lip balm brand with competition entry functionality

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Multi-page brochure website for international lip balm brand with competition entry functionality

American moisturising lip balm brand Carmex – which expanded internationally in 2002 – previously did not have an Australian website. Kook was commissioned to create one by Queensland advertising agency ADFX, to support an upcoming competition, as part of a national integrated campaign for Carmex Australia that included TVC script development, POS signage and taxi wrap design.

The brief was to be engaging and funnel people straight to the competition entry form (which was also intended for use as a campaign landing page), while also displaying the product range and adhering to the company’s international brand guidelines.

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Our approach

We wanted to produce something that was playful, matching the tone of the well-known brand. The rotated styling of the home page navigation, mimicking a similar angle of the logo, is an example of this.

The campaign competition landing page was the most crucial element of the site, so the client was justifiably very particular about the elements that needed to be included in the entry form. Careful consideration was given to the styling of the form, with a two-column layout introduced to create a simple flow between supplying evidence of proof of purchase, selecting a charity to share the prizemoney and adding the entrant’s relevant details – enabling completion of the form with minimal fuss.

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The results

The client's brochure-style responsive website with custom competition entry page enabled their promotion to be marketed with confidence that their customers would have a seamless experience completing the process online, including receipt upload and charity selection.

The site matches the client’s well-known international branding and all calls to action encourage browsers to find the competition entry page and submit their entry, while Kook’s .NET CMS enables the convenient ability to export clearly formatted entries from the competition form to ensure the process for the competition draw is streamlined.

The supplementary functions of the site (product lists etc) are meanwhile delivered in a modern, animated fashion.

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