Web site developer Internet Reach Group (IRG) has created a promotional and interactive site for SunRice Australia, with a bit of a twist: it is aimed at the under-represented Web demographic - household shoppers.
Progressing through a tender process, Sydney-based IRG ultimately won out due to its "technical expertise and creative flair", claims Trevor Wiles, SunRice's marketing and communications manager. He explained that IRG innovation in finding ways to counteract the difficulties in reaching an isolated market made SunRice's investment well worth the time and money spent on the site's development.
"To be an effective marketing tool, the Web site needed to reach SunRice's key audience - household shoppers. However, this demographic is untapped on the Internet so we needed to find new ways of attracting shoppers onto the Web."
John Keeney, IRG's managing director, met this challenge by "making it [the site] friendly and relevant to shoppers. The 3D characters, which were all moulded by hand, make the site more approachable and we have used them throughout the site to encourage interaction."
These 3D animated figures host many of the features on the site, including an interactive children's game and story book. Keeney believes this is "one of the first times that any Web development company has incorporated these popular figures into Web design".
However, Wiles concedes that innovation can only achieve so much and has to go hand in hand with a practical understanding of SunRice's business and technological requirements. "IRG understood our business and matched it to the possibilities of the Web," explains Wiles, whose vision encompasses SunRice using its new Web capabilities for consumer promotions, customer interaction and electronic commerce.