AMP's website enjoys a new lease on life
When the life insurer needed a revamped site to complement its popular 'Life Stages' advertising campaign, Intergen rose to the challenge...
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In New Zealand, one in every nine adults is an AMP customer. The AMP name has been in kiwi homes for over 150 years with the company helping people find financial security through investment, superannuation, insurance and financial planning. The launch of AMP’s "Life Stages" branding campaign was a recent major initiative, involving a new TV commercial loved by customers and supported by traditional marketing avenues. The opportunity to take the essence of the campaign online dovetailed perfectly with a pressing need to enhance the navigation of AMP's website, which hadn’t been refreshed for several years. The challenge In setting the brief, AMP marketing and communications manager Henry Popplewell summed up the existing navigation as clean, but lacking impetus or involvement. “Our web site was based around product silos rather than customer needs and life stages, and while the information was there, it wasn’t engaging. We wanted the look and feel of our Life Stages message to be very inclusive for our market – for customers of all ages and stages,” Popplewell said. “I had a firm view of what I wanted, but Intergen impressed by the way they listened, went away and applied their knowledge and came back and said: ‘Great, but hey, we can make it even better – here’s some creative that’s clever for the right reasons and highly functional.'” Creativity that fits the brief “There are a lot of options out there for how to create and deliver a solution. The biggest challenge is to make sure that everyone, no matter what plug-ins, browsers, or computers they are using, can interact with what you build," says Allen. "We combined Flash, and the newer Javascript libraries to ensure no matter what someone visited the site with, they would get a consistent, highly engaging experience. Deprecation is key. You can’t just tell someone, they don’t have what is needed to view a site’s content. You have to provide them with a solution so they can – no matter what.” Creativity meets usability Judging by feedback, it’s all good, with an AMP adviser network of over 350 impressed with what they’re hearing from customers. “Punchy” ... “Lots of great information” ... “Exciting but simple”. And the comment Popplewell most enjoyed from a business colleague in an unrelated field: “It’s great to see a financial services company adopt such a customer focus, and the result is right on the mark, given that on-line is not the most tactile medium in the world.” He was also impressed with Intergen's delivery: “Very seldom have I seen a company involved in the IT industry deliver what was promised at the price they said they would. It was so refreshing to get an honest quote to start with – and a result that was on time and to budget.” Usability testing holds high value Feedback led to valuable enhancements to the flow of information and content. Popplewell comments: “As a marketer, no matter how great you think your vision is, it’s always coming from your perspective and it’s the customer’s perspective that counts. The cost of getting it wrong is a mistake you can’t risk.” The gain For more information |
September 2007
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