Ducks! It’s all about ducks!
Yes, The O2 Top-up Surprises website was a big part of my VCCP life between 2008 and 2011. It started out as a simple Flash game (that story is for a another post), but as it grew thing had to change…
When it all started in 2008 the concept was simple. Utilise the current ‘ducks’ TV and print campaign to encourage Pay And Go customers to register there details. Buongiorno would deliver codes whenever someone tops up. They would visit the web page and enter the code and receive a reward. The creative cleverly placed the campaign ducks in a fairground ‘hook-a-duck’ game. Potential gifts were placed on boards within the Flash. Users were prompted to fill in a form at the end. Job done.
Well things caught on
The site became more popular, and the number of ‘surprises’ grew. Suppliers had to be given more prominence to secure deals. Extra pages were spawned to accomodate these new requirements. The user experience suffered as they were being push towards the promotion pages when they wanted to do was their code and ‘win’ something.
In 2010 with new Creative Directors onboard a redesign was requested. At the time I was into MacHeist. Have you seen how their bundle page looks?. It struck a cord. The client could have their cake and eat it too! Instead of landing users on a promotion page before they move to the game page, why not put it all on one page. The key feature area morphing into the game area without a refresh. The carnival theme was dropped and the ‘look and feel’ was brought back into line with the O2 brand guidelines.
Some fancy gold and silver podiums would help confused users
- differentiate the gifts available for the two top-up amounts
- showcase the month’s range
The new feature panel gave the creative team the perfect sandbox to link the Top-up Surprises site to the ongoing print campaign (VCCP are brilliant at integration). Each month the two were synced perfectly.
It was nice to do a pure design role. I created both the scamps and final designs in Adobe Illustrator and user journeys in OmniGraffle. The first feature was comped together in Photoshop with assets from print. Monthly updates were handed over to junior members of the team.