Microsite
Brief
Headquartered in Milwaukee, Wisc., Roundy's Supermarkets Inc. is one of the Midwest's oldest and largest grocers. Roundy's agency, Preston Kelly, partnered with Priority's web team to strategize the design and development of a microsite that helped to create a more polished and sophisticated, albeit tongue-in-cheek, brand image.
Solution
In designing the site, a classic look was applied to the format and video clips starring Chairman Bob and his “Bobtourage,” each dressed in a black suit a la James Bond. An espionage-flavored soundtrack plays at strategic points throughout the site, punctuated by Chairman Bob saying “approved!”
The cinematic introduction to the home page leads the visitor to browse the site, inviting interaction and product exploration. Features include buttons and icons that spring to life, Roundy's TV commercials and outtakes, and a signature analyzer that personally connects the visitor to the Chairman Bob endorsement. Representative products include descriptive copy and serving suggestions that cross sell other Roundy's products. Visitors find themselves engaged and entertained, and in the process become familiar with the Roundy's brand and product line.
Results
Visitors to meetchairmanbob.com multiply their exposure to the brand message well beyond brief impressions generated by 30-second TV spots, a Sunday circular or a billboard drive-by. Additionally, by tracking length of time visitors spend on various pages, Roundy's will be able to identify which features are most appealing, fine-tune the user experience and ensure that key messages are received and reinforced.
The site's rollout is concurrent with other marketing efforts, including TV, radio and print ads. Roundy's sales results will be analyzed to determine the overall effectiveness of the multifaceted campaign.
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