- Aviva Base Camp
- Aviva Ironman 70.3
- Brocade Global eMarketing
- Danone
- EMC Data Segmentation
- HP Web Operations Bureau
- HP Supplies Campaign
- Johnson & Johnson LifeScan CRM
- MCIL UK Wish You Were Here
- Microsoft Web Operations Bureau
- Microsoft New Day New Office Campaign
- Motorola LTE
- Pringles-Athena KaCha Campaign
- SAP China Offer Portal
- Sentosa
- SilkAir Digital Branding
- Starwood M.I.C.E Widget
- Symbian Foundation Website
SilkAir Digital Branding
Click on the image to enlarge.
Challenge
SilkAir wanted a website that would clearly establish its brand online. But with the airline space being so competitive and fragmented, there’s a need to a deeper understand of the customer profile to create a point of differentiation. The site also needs to be built upon the existing infrastructure, posing another layer of challenge.
Solution
BLUE held a series of internal discovery sessions with senior management to articulate the brand promise, and conducted a competitive analysis to understand how other airlines used the web. After the creative was developed, BLUE conducted several focus groups with SilkAir customers to evaluate the different creative expressions. BLUE also conducted usability studies to optimise the content and customer paths.
Results
These studies were instrumental in ensuring that the overall experience from flight search to booking and payment met with customer needs. More importantly, the redesigned website has been well accepted both internally and externally. The results after the first three months of cut-over shows a year-on-year sales increase of 37.5%.