“The e-card section alone makes it worth a visit. It’s a creative way to introduce people to credit card services.” —juror Allegra Burnette
“With so many silly advertisements populating our world, this one was a nice mix of clever, fun and useful.” —juror Grace Stanat
Overview: An online advertisement with direct access to product information, allowing the viewer to submit a gift query using personal data. A clever Q&A interface results in interesting gift suggestions.
• 162 products available online
• Printable shopping list is generated in Flash
• Flash-based application uses a Java-based backend, to access a MySQL database
• Utilizes 229 SWF files
• 6 weeks, 5 people in-house, 10 at agency
Comments by Jody Horn, Will McGuinness and Melisa Lee:
“The Discover GiftFinder microsite had its humble beginnings as a banner ad.
“Looking to capitalize on the online holiday shopping sales spike, our client asked us to create a banner campaign that would encourage people to pay for their gift purchases with the Discover Card. Instead, we suggested that the best way to get people to present their Discover Card digits when buying presents was to create our own gift site.
“Our goal was to simplify the many hassles of holiday shopping and enhance all that was fun about it. The GiftFinder generates gift ideas based on very basic criteria: the age and hobbies of recipients and the desired price range. It has an ‘anti- retail feel,’ that provides help only when asked, and a printable shopping list function to keep track of gift ideas for various recipients. And finally, what holiday shopping spree would be complete without department store Muzak?
“We hope that the site is clean, smart and functional. And if we prevented just one family member from receiving pork products during this past holiday season, well, we will have done our job.”