Planet Axe
Client: McCann Erickson
Technology: HTML, Flash, 3D
THE CONCEPT
The scene was set to outer space, where the visitors were invited to grab the wheels of a spaceship for a trip around the Axe galaxy, on a quest for the Axe planet. With an eye-captivating interactive interface, the website featured over 20 fantastic (and sometimes plain bizarre) planets. Each “Planet” was a mini-site by itself with its own unique design and functionality. Each random click on the starry skies sent the visitor to a new exotic planet. The first player of the day to stumble upon the "Axe Planet" won the daily prize.
THE TECHNICALITIES
One of our challenges was tying all those mini-sites together, without hurting the natural flow with long loading times. The extensive artwork involved in this project required the services of several designers, flash artists and 3D modeling specialists, all of whom had to be well coordinated to achieve a unified look and feel.
THE BOTTOM LINE
The result was a website that captivated the eyes and imagination of thousands of visitors. The emphasis wasn't on selling but rather entertaining, allowing the visitors to engage with the brand in a fun way. One of the results of this campaign was the total time users spent in the system, with an outstanding average of 5 minutes per user.