Danisco breaks new marketing ground with interactive publication
When Danisco’s Food and Beverage Enzymes division developed a new positioning platform, the company chose to use an online rich-media ‘magazine’ to persuade employees around the globe to buy into the concept. The result was high impact, at a comparatively low cost.
Danisco’s new positioning platform, “Imagine with Us”, contains a strong positioning statement, complete messaging structure and all the visual elements needed to capture the hearts and minds of Danisco employees around the world.
But a powerful platform can only be really successful if it catches employees’ imaginations. That usually requires an attention-grabbing launch campaign, but Danisco didn’t have the time or budget to create brochures, kick-off events, screensavers or other common launch campaign elements. So what could Danisco do?
The creative team behind “Imagine with Us”, Eye for Image’s
Jonathan Winch and art director Hans-Henrik Tønnesen, came up with a smart, cost-efficient solution.
An industry first inspired by Remee and Friends
Inspired by
Remee and Friends – an online pop culture magazine published in Danish – Jonathan, Hans-Henrik and Danisco set out on a journey to create an industry first: an online rich-media ‘magazine’ that could kick off the new brand – and capture the attention of hundreds of stakeholders throughout the corporation.
Hosted online, the publication is packed with visual effects, text, video and sound tracks – all the elements required to get even the most complex message across. It’s perfect for launching the new campaign, because the interactive medium has a high ‘wow’ factor, and it costs significantly less than producing printed brochures, road shows and other campaign gimmicks.
For Danisco, the results have been impressive. The link was sent to just 280 email recipients. Within two weeks some 570 people had already viewed the publication – most had viewed it at least twice – and compliments streamed in to the division’s marketing department from across the world.
Curious to see what excited so many people? You can
view the publication, but remember to turn on your PC’s sound before clicking on the link.
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Get in touch with us to get the “Online Interactive Publications – the Business Case” whitepaper.
