Sujoy Mukherjee - Creative Director : Digital


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Sujoy Mukherjee is a Creative Director for Digital and Interactive media. This is a showcase of his Online strategies, design and development work.

Sujoy Mukherjee:

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  • John would have fans interview him and upload to his site with videos, images, text etc. User Generated content was the key to the usability of the site.
  • Users can upload content and have other users discuss it.
  • Home pages change every time you go back to the home page.
  • Every model has a mini-site. With display images, back of card details, work ex and booking info.
  • Sujoy Mukherjee - Creative Director : Digital

    1. 1. Sujoy Mukherjee Web Production Case Studies
    2. 2. A Profile <ul><li>Digital New Media Consultant and Web Producer </li></ul><ul><li>since 2001 </li></ul><ul><li>Consulted with Reliance Infocomm during the launch of Mobile services, for content and graphics via CDMA </li></ul><ul><li>Launched Euro RSCG Interactive in 1999 </li></ul><ul><li>Creative Director with Euro RSCG Advertising </li></ul><ul><li>for 5 years. </li></ul><ul><li>10 years of experience in the advertising industry </li></ul>
    3. 3. Partial List of Clients <ul><li>Mercedes-Benz, India </li></ul><ul><li>Davidoff (Middle East) </li></ul><ul><li>Deutsche Bank </li></ul><ul><li>Blue Frog (Music Company) </li></ul><ul><li>B Raheja (Builders) </li></ul><ul><li>Infosys </li></ul><ul><li>British Airways </li></ul><ul><li>Alliance Media & Entertainment </li></ul><ul><li>John Abraham (celebrity management and promotion) </li></ul>
    4. 4. Scope of this presentation <ul><li>1. Interactive Strategy </li></ul><ul><li>2. Design Folio </li></ul><ul><li>3. Digital innovations </li></ul>
    5. 5. Interactive Strategy
    6. 6. The Body Shop (TBS), Switzerland Brand development through email, advertising and web promotions
    7. 7. Brand and Catalogue site <ul><li>Company values and campaigns (e.g. Stop Domestic violence, anti – animal testing) </li></ul><ul><li>Fair Trade (ongoing campaign) </li></ul><ul><li>Product Catalogue </li></ul><ul><li>Monthly promotions </li></ul><ul><li>Product launches and tactical promotions </li></ul>
    8. 8. Dynamic Home Pages - German
    9. 9. Dynamic Home Pages - French
    10. 10. Flash brochures Hair Diagnostic Tool: Rainforest haircare range
    11. 11. Flash brochures
    12. 12. Interactive Flash Diagnostic Tools Choose options: oily/dry, coloured/natural Choose desired results: Shiny, not dry, not frizzy,
    13. 13. Interactive Flash Diagnostic Tools -result Suggested products: (instructions for use when clicked)
    14. 14. Online Campaigns
    15. 15. E-mail marketing <ul><li>Newsletter design </li></ul><ul><li>Mailing system </li></ul><ul><li>List control </li></ul><ul><li>Interactive subscribe/unsubscribe systems </li></ul><ul><li>Open/Click-thru report generation </li></ul><ul><li>Report analysis </li></ul><ul><li>Coupon systems </li></ul><ul><li>Analysis of coupon data </li></ul><ul><li>Strategy consulting </li></ul>
    16. 16. Launch of products <ul><li>New perfume launch by TBS </li></ul><ul><li>Interactive “Love Letters” competition </li></ul><ul><li>Flash presentation </li></ul><ul><li>Newsletter </li></ul><ul><li>Send a friend / subscribe system </li></ul>
    17. 17. Product extension promo – follow-up <ul><li>For those who responded to the newsletter, special edition offer </li></ul><ul><li>Chance to win a nightclub trip to London </li></ul><ul><li>Follow up in PR </li></ul>
    18. 18. Monthly newsletter <ul><li>Promotions of latest trends, designs and products </li></ul><ul><li>Monitoring of sales outlets where the coupons are brought </li></ul><ul><li>Special gift baskets for random respondents </li></ul><ul><li>Viral/subscribe systems </li></ul>
    19. 19. Interactive newsletters <ul><li>Promotions/contests </li></ul><ul><li>Polls </li></ul><ul><li>Viral/subscribe </li></ul><ul><li>Comments/suggestions </li></ul><ul><li>Requests for tickets, passes, store events </li></ul>
    20. 20. Mobile version <ul><li>Online Catalogue </li></ul><ul><li>New products </li></ul><ul><li>Promotions </li></ul><ul><li>Optimised for BB, iPhone, Android, Windows Phone </li></ul>
    21. 22. Results <ul><li>In a 2-year period, newsletter subscriptions rose by 80%. </li></ul><ul><li>Average spend per newsletter per subscriber has risen by Eu 3.4 </li></ul><ul><li>Visits (per month) have increased by 160%. Unique visits by 40% </li></ul><ul><li>Amount of time spent on the website has increased by12% </li></ul>
    22. 23. John Abraham Celebrity management and PR through online properties
    23. 24. Home <ul><li>Bank of images that rotate every time the home page is opened </li></ul><ul><li>News and updates to the site on the home page </li></ul><ul><li>Links to highest traffic pages from home </li></ul>
    24. 25. <ul><li>Automated update system for all content including picture and video galleries </li></ul>Content Management System
    25. 26. News <ul><li>News feeds from popular websites and blogs </li></ul>
    26. 27. Fan community <ul><li>Login to Fan Pages </li></ul><ul><li>Users can upload their photographs and enter profiles </li></ul><ul><li>View other user profiles </li></ul><ul><li>Send instant message through site </li></ul><ul><li>Add blog content </li></ul><ul><li>Interact with other users on forums </li></ul><ul><li>Upload images, text, links etc. </li></ul>
    27. 28. Fan Interviews
    28. 29. Discussion Group
    29. 30. Profile pages
    30. 31. Community member blogs
    31. 32. Instant Messenger
    32. 33. Fan Art
    33. 34. Fan meet events/promotions
    34. 35. Friends list
    35. 36. User generated content (UGC) <ul><li>Fans’ pictures with John Abraham (JA) </li></ul><ul><li>Reports of meetings with JA </li></ul><ul><li>Discussions of news articles featuring JA </li></ul><ul><li>Fan fiction </li></ul><ul><li>Polls, contests </li></ul><ul><li>Discussions on events, roadshows, films </li></ul><ul><li>Discussions on photographs, in the press, or rare images found by fans </li></ul>
    36. 37. Statistics <ul><li>At peak performance, (during a film release) the site recorded 15.4 million hits. </li></ul><ul><li>650,000 page-views, 120,000 visits </li></ul><ul><li>34,000 users and contributors to UGC </li></ul>
    37. 38. Mercedes Benz Brand awareness and customer service
    38. 39. Launch of New E-Class saloon
    39. 40. Launch in India
    40. 41. Home
    41. 42. Showroom
    42. 43. Pre-owned car search
    43. 44. Car minisite (animated)
    44. 45. Video demonstration
    45. 46. Animated demonstration of features
    46. 47. Feature demonstration
    47. 48. Company story
    48. 49. Company story
    49. 50. Objectives/Challenges <ul><li>Sell a 25 lakh car in a market where the most expensive other car was priced at 8 lakhs </li></ul><ul><li>Make the Mercedes Benz marque salient in the market. Largest concentration of buyers were from outside major cities </li></ul><ul><li>Encourage customers to use authorized service centers </li></ul>
    50. 51. Strategy/Applications <ul><li>Based on the company’s international marketing policy, created demonstration areas for all features. These were detailed and extensive, designed to keep the visitor engaged </li></ul><ul><li>Increase ‘coffee table value’ for the marque. Opportunity to find justification for the luxury </li></ul><ul><li>Increase the re-sale value of cars </li></ul>
    51. 52. After-sales <ul><li>Application for after-sales service. Connected to company, service locations and user interface </li></ul><ul><li>User logs in with car serial number and password </li></ul><ul><li>User can check service done, billing information, trouble areas if any </li></ul><ul><li>Receives alerts for regular maintenance based on past usage. Oil changes, tyre rotation etc. </li></ul>
    52. 53. Pre-owned cars <ul><li>Application to help users buy and sell used Mercedes Benz cars </li></ul><ul><li>Mercedes Benz reconditions used cars before putting them back into the market </li></ul><ul><li>The applications allows owners to monitor interest in their cars. Allows users to search, based on their parameters </li></ul>
    53. 54. Design Portfolio
    54. 55. Laparoscopy Next Laparoscopy surgeon's website. Specialty procedures, mostly innovated by himself.
    55. 56. Home
    56. 57. Procedures
    57. 58. Applications <ul><li>Details of procedures </li></ul><ul><li>Queries to doctor linked to procedures. Responses added to each section </li></ul><ul><li>Opportunity for patients and doctors to interact. To clear doubts and worries </li></ul><ul><li>Platform to discuss doctors, hospitals and facilities, as well as procedures </li></ul>
    58. 59. Atul Kasbekar Photographer's personal promotion site
    59. 60. Home
    60. 61. Gallery Thumbs
    61. 62. Gallery display
    62. 63. Wallpapers
    63. 64. Results Moved Bombay fashion photographer to worldwide provider of images and information. Central point of information on photography, marketing of photography and fashion advice. Resource for stock photography of Indian celebrities.
    64. 65. Atul Kasbekar v.2
    65. 66. Home
    66. 67. Gallery - main
    67. 68. Gallery – sub-category
    68. 69. Gallery - display
    69. 70. Wallpapers - landing
    70. 71. Wallpapers - display
    71. 72. Forum
    72. 73. Contact page
    73. 74. Cinema Capital Venture Fund Financial advisors to the film production industry
    74. 79. Danio Galli Celebrity chef and TV personality
    75. 85. Supermodel Calendar Online property for Lee (denim ware)
    76. 86. Home Page
    77. 87. Display 1
    78. 88. Display 2
    79. 89. Behind The Scenes
    80. 90. About
    81. 91. Matrix Entertainment Celebrity management and modelling agency
    82. 92. Home 1
    83. 93. Home 2
    84. 94. Home 3
    85. 95. Mini-site
    86. 96. Display 1
    87. 97. Display 2
    88. 98. Display 3
    89. 99. Celebrity Management
    90. 100. Digital innovations
    91. 101. Bipasha Basu Dating Game - 2006 Facebook application for men and women Build confidence, intelligence, charm, fitness values by doing a variety of tasks. Tasks change from level to level Approach men/women who are interested in wit, romance or looks. Date them if they agree to go out with you. (If all goes well, you get a second date. Exp points are greater for subsequent dates) Players can try to ‘pick up’ each other as well and go on dates Boss level is John or Bipasha
    92. 102. Kinetic Honda - 2004 Kinetic Honda launched motorcycles with very high fuel efficiency Advertising was on the lines of “Delhi to Jaipur for only Rs 120” Built online application to choose origin/destination: Compute fuel required Community site that brought together bikers and promoted bike-blogging. Suggested co-promotion with Reliance data card Create leaders among the biking community and promote them as celebrities.
    93. 103. Bipasha basu Net - 2006 <ul><li>Winamp plugin (sponsored) </li></ul><ul><li>Animated sprite dances to the beat of the music </li></ul><ul><li>Choreographed with motion capture </li></ul>
    94. 104. Titan Watches - 2004 <ul><li>Desktop Clock </li></ul><ul><li>Application downloads latest designs </li></ul><ul><li>Applies 'skin' to the watch </li></ul><ul><li>User options: Choose skin, randomize, use as alarm clock, timer, stopwatch </li></ul><ul><li>Link to online store </li></ul>
    95. 105. - 2000 <ul><li>Community of classmates </li></ul><ul><li>3D Online chat front-end </li></ul><ul><li>E-mail alerts </li></ul><ul><li>Built with ICQ </li></ul>
    96. 106. Contacts <ul><li>Web: </li></ul><ul><li>Tel: 9820050282 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>[email_address] (for chunky files?) </li></ul>