CAMPAIGN-I: Private surf - Neil Morgan, the chairman of the online content and revenue agency e-Space, takes www.alfa147.co.uk for a spin

My mum had a little Alfasud back in the late 70s and it was one of

the first cars I drove. She thought it was just a foreign version of a

Morris 1100 and drove it accordingly. Aged 18 I used to take it out for

proper exercise and have fancied myself as a bit of an Alfa driver ever

since.



I have two bugbears when it comes to brand or product websites. The

first is that they're nearly always heavy on Flash and the second is

that they tend to have loads of gratuitous features or unnecessary

content. Pleasingly, www.alfa147.co.uk is only a minimal offender.

Unsurprisingly, the site is built using Flash but it's used with a light

touch that resists the temptation to take us through an online tornado,

a-la-TV ad. There's no HTML version, which means my mum won't see

it.



The site fits the medium and the internet is, arguably, not the place

for massive creative effort when it comes to selling a car. A bit of

Alfa heritage, a few good reviews, lots of car pics, a bit of the

interior and a screensaver if you want it. I liked the click-and-drag

navigation box but our designer thought it gratuitous. He also pointed

out the contradiction between the dark, Hannibal-style intro animation

and the lamb-like site it clicked to.



I like brand sites that I can visit and feel I've been everywhere in

under five minutes and leave. I also like sites where I can understand

the extent of the content from the homepage without resorting to a site

map. Finally, I like that the prices are easily accessed and simple to

understand.



Our coding guru gave it 7/10, design bloke 7.5/10 but I'd give it 8.5/10

for showing the best bits of the product without going overboard - a

rare thing for a car ad.



www.alfa147.co.uk



Owner: Alfa Romeo



Site positioning: Online branding and information for the brand



Launched: February 2001



Developed by: Grey Interactive.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).