LBi Atlanta Wins OMMA Award for Spectracide Web Site

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) October 8, 2009 -- FOR IMMEDIATE RELEASE
Contact: Mitch Leff, (404) 861-4769, mitch@leffassociates.com

LBi Atlanta Wins OMMA Award for Spectracide Web Site

ATLANTA, October 8, 2009 – LBi Atlanta today announced it has won a prestigious OMMA Award for Web Site Excellence. Presented recently at OMMA’s annual awards gala in New York, LBi received the award -- given for outstanding content, visual design, and user interface -- for its micro-site for Spectracide®, a leading provider of lawncare products (http://www.spectracide.com/solutions).

LBi Atlanta created the micro-site in an effort to increase Spectracide’s brand penetration and drive purchase intent, each of which it helped the brand achieve in dramatic fashion.
• Post-launch, the Spectracide witnessed a marked increase in sales, while its in-house off-the-shelf offers and coupon program also experienced significant growth.
• The LBi solution -- a Flash-based micro-site housed within the Spectracide digital brand presence -- offers two paths of interaction to visitors: a straightforward entry into a rebate promotion, incorporating an online form for data capture; and a uniquely-engaging educational tool that helps consumers determine exactly which Spectracide branded products to purchase.

Against a suitably suburban background image of a home and front yard, “hot spots” display images of the common insect- and weed-types Spectracide products are designed to prevent. Clicking on a hot spot opens an information “card” that details a particular lawn care problem and recommends the appropriate Spectracide product or products. User prompts solicit regional data from customers before recommending a geographically targeted solution with links to local retailers.

“Our mandate was straightforward: deliver an online sales funnel that aligned customer needs with specific products and supplied a path to offline conversion,” said Matt Daly, LBi Atlanta Creative Director and project lead. “The creative challenge was to activate users; we had to make the site engaging, educational, and capable of lowering barriers to interaction. The playful, immersive element of the site did just that.”

But LBi decided that conventional creative wasn’t going to work and found a way to make the site engaging and educational, which in turn lowered barriers to purchase and drove interaction with Spectracide’s rebate program.

OMMA called the site a, “truly an immersive web site experience” and noted that, “Between the eye-catching vivid colors and live-action graphics of bugs wriggling around under the mouse, it seems as though the visitor is doing something way more exciting than looking for a solution to their ant mound or Japanese Beetle conundrum.”

LBi Atlanta is a full service global marketing and technology agency and a member of LBi International AB’s worldwide portfolio of interactive agencies, providing award-winning strategy, creative, and technology solutions for leading brands around the world.