Project Introduction
Gallaher produce an annual guide to it’s brands
and the UK tobacco market, for both it’s customers
and the stock market. Previously this guide was paper
based. In 2004, the decision was made to go digital.
Ignis, Gallaher’s marketing agency, invited
Digital Marmalade to produce an interactive CD-ROM
version.
Project Build
Titled ‘The Category Files’ the CD-ROM
follows a private detective theme. Over 300 pages
of information is 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 major aspect of this project was the sheer volume
of information available. Not all 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.
