The Brief
Gallaher produces an annual guide to its brands and the UK tobacco market, for both customers and the stock market. Previously this guide was paper based, however in 2004 the decision was made to go digital. Ignis, Gallaher’s marketing agency, invited Digital Marmalade to produce an interactive CD-ROM version.
The Solution
Titled ‘The Category Files’ the CD-ROM follows a private detective theme. Over 300 pages of information are available. The product includes performance charts of tobacco by channel, shopper profiles supported by imagery, the complete portfolio of Gallaher brands, merchandising equipment videos, factors impacting on the tobacco market, a profit calculator, a gallery of historic press campaigns and interesting facts on tobacco and its history.
The main challenge of this project was the sheer volume of information which needed to be made available. Not all of the information is relevant to each user, so an intuitive navigation system was built to accommodate this. We worked with Ignis under an extremely tight deadline, so strong project management was required to ensure budgets and timings were adhered to.
The final product includes graphically rich 3D animations, linking the interface to content and was delivered with a 24 page glossy brochure.
Feedback from the stock market and Gallaher’s customers has been great, and planning work for next year’s CD-ROM is already underway.
