Jack Morton Worldwide, New York, NY USA: P&G eEducation website

IBA12 Gold Stevie WinnerCompany: Jack Morton Worldwide, New York, NY USA
Company Description: Brands are made of experiences. They’re verbs, not nouns. Hear what we have to say about brand experience best practices and why companies that invest in building experience brands outperform competitors.
Nomination Category: Website Craft & Function Categories
Nomination Sub Category: Best Training Site

Nomination Title: P&G eEducation website

When was this web site or blog first published? July 2012

Briefly describe this entry’s communications objectives and how it met those objectives (up to 125 words):

P&G asked us to design an eEducation portal which would house educational content across their seven brands, and appeal to both internal P&G Salon Professional sales staff and P&G SP customers – hair stylists and salon managers. The biggest challenge was convincing the target audience to join the platform in the first place.

Our insight showed that stylists share a similar mindset to edgy fashion designers, so we designed the site to resemble a high-end ecommerce fashion website, populating it with strong, beautiful images, and creating a simple and easy-to-follow user journey which encouraged loyalty and consistent participation.

The website has been highly praised for its usbaility and design, and has attracted thousands of users worldwide since its 2012 launch.
List the appropriate creative and production credits for this entry:

Concept, design, functionality, user experience, copy: Jack Morton Build: HyperMedia Isobar
Interactive Content: multiple agencies: Jack Morton, 26Leeds, MAAD Sebastian
Interactive content, and internal capability content: created by Jack Morton.