Role & Responsibility : Lead in Project Pitching | Experience Strategy
Ogilvy won 🎉
Ogilvy won 🎉
Project brief :
Clients would like to revamp their website to be more relevant content hub for new Singha target audience and advocates brand proposition
Challenge :
How can the site strengthen the connection between Singha product and their customer by providing relevency experience?
Clients would like to revamp their website to be more relevant content hub for new Singha target audience and advocates brand proposition
Challenge :
How can the site strengthen the connection between Singha product and their customer by providing relevency experience?
Working Process at a glimpse :
Align
- Understand website role & business objective
Discover
- Competitive benchmarking & Web Audit
- Initial research & context interview
Define
- Experience & website objective
- Key action
Create
- Conceptual Wireframe
- Content guideline
Align
- Understand website role & business objective
Discover
- Competitive benchmarking & Web Audit
- Initial research & context interview
Define
- Experience & website objective
- Key action
Create
- Conceptual Wireframe
- Content guideline
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Align
UNDERSTAND WEBSITE ROLE & BUSINESS OBJECTIVE
UNDERSTAND WEBSITE ROLE & BUSINESS OBJECTIVE
Understanding where the website plays the role in digital ecosystem, I looked into available GA report and discovered that users visit the sites with an intention of getting to know the product and the brand for the sake of investment/house of brand research while their social medias strongly build awareness and keep Singha community alive with emotional triggered always-on content.
The website is expected to be a credible information provider and a product insider that could advocate brand value for whom already interested in Singha. It takes part in engagement and extending of customer experience rather than entice users to the brand.
The website is expected to be a credible information provider and a product insider that could advocate brand value for whom already interested in Singha. It takes part in engagement and extending of customer experience rather than entice users to the brand.
Our main focus is to make meaningful experience to audience beyond basic corporate website requirements.
It's a part of the pitch in convincing client on their benefits. I prioritised business objective mapping with hierarchy of user needs to align on business impact of new website experience and ensure that what we deliver could serve the needs on both sides.
It's a part of the pitch in convincing client on their benefits. I prioritised business objective mapping with hierarchy of user needs to align on business impact of new website experience and ensure that what we deliver could serve the needs on both sides.
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Discover I
COMPETITIVE BENCHMARKING & WEB AUDIT
COMPETITIVE BENCHMARKING & WEB AUDIT
- Singha lacks of emotional driven material from content to visual that encourages brand uniqueness.
- Product and Lifestyle are disconnected
Competitors show effective capability in advocating their product values by showing off expertises through complex brewing method, unique drinking tips and recipe pairing that drives product cravenness. They visualise the product lifestyle to recognition.
- Product and Lifestyle are disconnected
Competitors show effective capability in advocating their product values by showing off expertises through complex brewing method, unique drinking tips and recipe pairing that drives product cravenness. They visualise the product lifestyle to recognition.
Discover II
INITIAL CONTEXTUAL RESEARCH
INITIAL CONTEXTUAL RESEARCH
I did a quick&dirty contextual survey on Beer purchasing & drinking behaviour by asking my friends to explain on how they have beer nowadays. I found out that Covid situation have created a behaviour shifted of drinking occasion from social activity to individual experience. Supported by secondary research, there is significant amount of alcohol consumption in the last years caused by Covid-19 regulations. This is where I saw the opportunity for Singha as the brand aiming to penetrate every drinking occasion and enriches drinker's happiness moment.
Insight discovered :
Beer is now perceived as a common household remedy to cope with feeling and uplift emotion.
Drinking occasion
Beer is now perceived as a common household remedy to cope with feeling and uplift emotion.
Drinking occasion
becomes Spontaneous
act than planned.
PROBLEM & OPPORTUNITY STATEMENT FROM TARGET AUDIENCE's TENSION
Shadowing a digital footprint of Singha international fans, I discovered that during Covid situation,
those international Singha drinkers lack of the urge to consume Singha at their places due to its strong functionality in vividing the vibe of local getaway.
those international Singha drinkers lack of the urge to consume Singha at their places due to its strong functionality in vividing the vibe of local getaway.
How might the Website offers the inspiration of drinking
Singha at Any time, Any place can always hand you the vibes of happiness.
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Define
EXPERIENCE CONCEPT > WEBSITE OBJECTIVE > KEY DESIGN ACTION
EXPERIENCE CONCEPT > WEBSITE OBJECTIVE > KEY DESIGN ACTION
Website will make user :
Summarising into Website Objective :
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Create
CONCEPTUAL WIREFRAME
CONCEPTUAL WIREFRAME
CREATE CONTENT GUIDELINE HANDOVER
Aligning the understanding with content planner, I created content guideline and provided examples of key messages to maintain the experience of the website as defined. From the findings, the tone of content must consisting of 2 angle, telling local insights to enrich localisation and providing premium exotic relevancy as the brand wants to own every occasion of drink from sidewalk vendor to 5-stars hide-away hotel.
