Painting ICI’s Web Presence
19 April 2006 - Wiz Werx Pte Ltd succeeded in working with ICI Paints as partners in an objective to preserving its corporate image and re-establishing its online presence.
Growing demand from consumers for more accessible information led ICI to rethink its position in the online community. Utilising the online media allowed for a greater reach and opportunity to establish greater brand awareness.
ICI wanted to reassure customers that they were committed to being the first choice of paint and colour solutions.
The revamp of the website was a strategic move aimed at providing customers with personal attention and support though the confusing task of colour selection. With a vast range of over 300 products, Wiz Werx were faced with the challenge of not over-baring users with information. The solution: segmenting content based on user interaction and limiting the points of entries of the product catalogue.
The interactive house used as the product navigation tool allowed users to select which part of the house they wanted to work on. Users are then forwarded to the appropriate products. This eliminated the need for users to browse through irrelevant of products.
With consumers being very brand conscious, Wiz Werx paid extra attention to the branding issues when developing the website.
A similar layout and concept to Dulux.co.uk was used but with a slight Singapore spin, just enough without compromising its corporate image. Muhammad Alkatib, Managing Director, Wiz Werx commented: “…we wanted the website to feel Singaporean so we used suitably bright colours to represent the vibrant nation of Singapore but still preserve the brand identity.”
Traditionally hands on methods of colour picking could be a thing of the past with the introduction of ICI’s Mouse Painter. Users are able to virtually paint all sorts of surfaces from the walls to the furniture rather than having to image in reality. This tool also gives users the freedom to experiment with different colour combinations and attain realistic previews.
At first glance the website exudes excitement and this makes every visit a new and experiential one.
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For media queries please contact:
Muhammad Alkhatib
Wiz Werx Pte Ltd
6848 6174 / 9451 6502
Email: muhd@wizwerx.com
