CAMPAIGN INTERACTIVE: PRIVATE SURF WITH ALASTAIR DUNCAN
By ALASTAIR DUNCAN, campaignlive.co.uk, Friday, 27 November 1998 12:00AM
My team looked at this site because I couldn’t think of much to say. As
we got drunker (on Murphy’s, fair enough) the conversation turned to
Charlie’s Angels. What was the bloke in it called? Answers on an e-mail
please. Trivia obsesses the net community.
So the sisters are going to brighten my day and my Murphy’s drinking,
are they? Er, no. This site is, I’m afraid, a little on the arrogant
side, expecting the TV commercial to be something people will really
want to download and watch again. Where’s the internet idea? OK, so I
could win a crate of Murphy’s if I could be arsed to write a story on
the subject of how the sisters could have met my needs down the pub. But
for most of the blokes out there, staying on this site ain’t one of
them. Sobering stuff.
Client: Whitbread Beer Company
Brief: Target young males as part of a mixed media campaign
Created by: Object 1
We looked at this in IE, build version 4.72.2106.8, at 800x600 screen
resolution, and even then the single page scrolled. Surely it’s not that
hard to think about the end-user rather than yourself, is it?
The Capital global site could be described as a portal. And it looks
like it’s been done in-house, too. Strategically, the site is a good way
to marshall the wide variety of sites in the Capital Radio stable, some
of which are hot, some of which are not.
There’s a drop-down list and link to every Capital business,
but not every Capital business has a website. Of course, the site
doesn’t tell you that - you find out for yourself.
Compared with the Virgin global website, the design is very weak.
I wonder if they used the Windows Clouds backdrop because it is an
Client: Capital Radio
Brief: Bring interactive, music, showbiz, soccer and London features to
the station’s community
Created by: Capital Interactive
Orange is running some nice TV ads using striking animation, so it was
interesting to see the banner advertising revert to the original launch
graphic styling, which can look very thin on the web. Particularly as
the media placement for this campaign was the Beeb Comedy Zone and
Capital FM, both very graphic-rich webspaces. It’s hard to notice the
I liked the creative thought behind the diminishing 50p and the
exploding phone, but as is often the case with banners, the execution
lets the campaign down. More importantly, so did the fulfilment. If you
click through, there’s a Java Script error, and then I couldn’t make a
connection to the secure server to buy one, even after three attempts.
Nice idea, poorly executed.
Brief: Promote the Everyday 20 and Just Talk packages online
Created by: Orange and AKQA
Read this. Don’t read this. Click here. Don’t click here. You can’t fail
to notice the Cellnet U banners, refreshed into the same place as the
Orange ones. They’re big strong banners. And I’ve seen the other
advertising, so the whole campaign seems more rounded.
But the click-through reveals all, yet again. Is there another word for
brochureware? Read the press ad on the website. Don’t bother reading the
press ad on the website.
I’d hoped agencies had given up on this sort of thing. Look guys, you
still need an internet idea. Of course, you must make it part of the
campaign but don’t expect the press work simply to migrate, because it
Brief: Show U as a distinct brand
Created by: Traffic Interactive
When the first word on a site is ’welcome’, you know you’re in
How would you like it if I started this review with ’Welcome to Private
Surf’? This is a page where I make comments about other people’s
work ...’ Web writers, get a thesaurus.
I’ve seen this vehicle - in a German hotel foyer of all places - and the
floating representation of it here is very odd, particularly the
attempts at a shadow. See for yourself.
My first look round didn’t reveal much. On my second attempt, I
discovered more reasonable content, which indicates the need for good
navigation at all levels. I liked the flashing lights game - Beetle
drivers have been doing this for years, so I guess this was the ’fun’
bit. But the other Flash movies were a bit pointless. There’s nothing
inspiring or original here, considering this car has such a fantastic
Brief: Create an informative, exciting and fun site to generate a
following for the new Beetle
Created by: Deep End Design
This article was first published on campaignlive.co.uk
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