Shower brand Original Source, part of PZ Cussons, has launched a new consumer website designed by Manchester digital marketing agency Code Computerlove (www.codecomputerlove.com).

The new site has been created to capitalise on the power of the web to deliver a brand experience that goes further than traditional forms of advertising to increase brand affinity, reinforce awareness and drive trial.

The theme of the site is ‘Sensation Seekers’, which promotes the brand’s core proposition – packed with natural stuff. Its youthful, exciting tone of voice, and fun and interactive features, appeals the Original Source core audience, adventurous 20-44 year old male and females.

Original Source brand manager Philippa Heywood said: “The overall strategy was to create an amazing site where consumers could really engage with the brand – and not be ‘just another shower gel site’ simply showcasing products.

“The idea of a sensation is a major USP for Original Source. By extending the idea of an intense natural experience to a ‘sensation’, we’re able to widen audience appeal to those who enjoy experiences such as adventure sports, spas, wine tasting and even a tomato fight in Spain!

She added: “The site will attract people back again and again through regularly updated relevant information. Still in its infancy, the current site is the start of a bigger idea that is being phased in – excitement will build over the coming months as new features of the site are revealed.”

Code Computerlove account director, Steve Peters explained the core features of the site. “The site uses an Original Source Experience Team – a selection of loyal brand advocates who represent a good cross section of Original Source’s target audience - to speak to and seek out fellow Sensation Seekers. The Original Source Experience Team roams the world in a camper van looking for sensations and reporting back on what’s happening. Visitors to the site can read their blogs of recent experiences, get advice on sensations and cultural experiences to try and view team biographies.

“The idea for this came from the fact that Original Source products already create ‘talkability’ and have a loyal band of brand advocates, who share experiences talk and passionately about the products and brand on social networking sites. The site encourages more people to join in these discussions and enables the brand to reach more likeminded people.

Steve added: “The site also offers consumers the chance to become sensation seekers and win sensory experiences given away monthly for a year. To be in with a chance of winning, people simply tell the Original Source Experience Team why they deserve to be considered by describing their sensations. Some of the winners will also be provided with a camera so that they can post filmed content or photos alongside their sensation report from the experience days. These will be displayed flying from the back of a retro plane in the Flying Gallery section.

“As an imaginative and fun way to demonstrate the product, that again offers an experience, the range is presented as a board game. Users can throw the dice which chooses a product to view, or click on a product attribute or type - relax, detox, tingle, functional, new, shower, hair care.”

The site designer, John Lander of Code Computerlove, said: “The fresh vibrant hyper-real landscape design portrays a fantastical outdoors world where extra special, extra sensory, natural products grow. Everything is ‘pumped up’ to deliver the idea of extreme natural sensation and celebrate the intense product credentials. An Original Source ‘eden’.

“Flash animation adds depth to the image as well as movement – users can zoom in and out of elements on the site and control items like dice. The high impact, sensational feel is enhanced by the cinematic wide screen effect and the use of digitally created images rather than photography, even when showcasing the products. Kitch retro items, like the 50s aeroplane design and campervan, deliver personality and match the brand’s tone of voice.”

Code Computerlove was appointed by PZ Cussons in January 2008 as the retained digital partner for its Original Source and Carex brands. The agency also works with clients including HMV, Waterstone’s, Kimberly Clark Corporation (Huggies/DryNites), PZ Cussons (Carex / Original Source/Imperial Leather), Crown paints, Lex, Brother UK, First Transpennine Express, Premier Foods, NUS and Hillarys.

Code Computerlove (www.codecomputerlove.com) is a full service digital marketing agency offering website design and build, and online media and marketing services. Formed in 1999, Code currently employs 46 people at its offices in central Manchester.

-ENDS-

Published on: 12:00AM on 6th August 2008