South African agency Gloo is celebrating its ninth recognition at the Webby Awards
with its Way Better microsite for Clover.
The Webby Awards, now in its 17th year, is the largest international digital awards
show, honouring excellence on the internet. With more than 11,000 entries from all
50 states in the US and over 60 countries this year, an award is a prestigious
achievement.
The microsite, www.waybetter.co.za,
was a digital experiential home to support Clover Dairy’s rebranding of its product
offering as well as its new positioning line, Way Better, and brought to life Clover’s
fantastical and imaginary milky way.
In addition to this rich multimedia site, which included 3D animated worlds and
bespoke sound design, the wider digital campaign also included a mobile site for
users requiring a lighter experience, a personalised viral video which featured on
Facebook, copy-driven one-on-one emails and unusual rich media display ads. All
these elements worked together to engage consumers with Clover’s online brand and
form part of Joe Public’s wider campaign.
Pete Case, CEO of Gloo and three-time judge at the Webbys, comments: “We’re really
proud to have received this honour again, given that we were competing in a field of
so many entries of an exceptionally high standard. This was one of our most
ambitious online projects to date and involved a great deal of time and care from our
team as well as the external agencies that we worked with. It’s very gratifying to
receive the recognition after the passion that was poured into realising this
project.’
The project also received two statues, including the Gold Craft Award, at the 2012
Loerie Awards.
