a digital marketing agency

Christopher Lowell - Conversation to Conversion

Office Depot wanted to leverage its partnership with designer and television personality Christopher Lowell and sell his new line of office furniture through their website. Illuminati Studios built an interactive application that showcased Christopher and allowed website visitors to hear directly from the designer through integrated videos, animation and photo realistic 3D photo renderings in a seamless interface.

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SITUATION

Bush Furniture was set to launch Christopher Lowell’s new line of Office Furniture, but faced a strategy problem. Traditional methods of marketing didn’t effectively capitalize on Christopher Lowell’s star power or highlight the unique designs and features of his products. Bush Furniture knew that it couldn’t convey the special nature of the Christopher Lowell line by simply featuring the products on Bush Furniture and Office Depot’s website or using only point-of-purchase marketing materials.

SOLUTION

Our team designed and built a flash application that functioned as a self-contained presentation, delivering multimedia content in a sleek frame. Through embedded videos, Christopher Lowell conversationally explained key features of his products: different modular pieces, potential configurations, and stylish design considerations. The use of video took advantage of Christopher Lowell’s charisma and celebrity. Illuminati Studios managed studio photography and videography for the project, including script writing, shot planning, booking with the video and photo crews, video editing and photo post editing,

Within the application, users could surf between the 3 different furniture collections and click hot-spot buttons within product images to trigger different videos of Christopher Lowell. Images of individual products linked to a product description page on Office Depot’s website, where customers could read more about the product they’d selected and make their purchase. In addition Illuminati Studios designed a full complement of online display banners to promote the new application through Office Depot's website and email newsletters.

The application’s usability, sound design and high potential for converting browsers into buyers won over Christopher Lowell, Bush Furniture and, importantly, Office Depot, who featured the application on their website. More than 135,000 customers have used the application since its launch in late May – on average, 1,130 a day.