You’d never mistake this Frederick’s of Hollywood banner for a Chanel banner, but so what? This brand is big and bold and so is this piece. In my opinion there was way too much going on in the layout, but it got the results the client was looking for, so who’s right?
On Foley Hoag, these days, a Web site redesign is not just about creating an engaging experience with the user, it’s about optimization and getting ranked higher on search engines. If customers can’t find you, they’ll find someone else.
I’ve seen the superhero approach before. But in this case SurfControl used it to great effect by achieving a 20% response rate. However, I think it could have increased the response by selling the sizzle of the sweepstakes more.