In addition to the giveaway, hfa worked with us to rebuild the Glidden website, really focusing on the needs of the target audience and providing an experience that defies paint category convention.
Akron, OH (Vocus) October 4, 2010
Hitchcock Fleming & Associates Inc. (hfa) won BEST OF SHOW for web development excellence in the international Web Marketing Association’s 14th annual WebAward Competition. hfa’s strategic creativity won both the full-service marketing agency BEST OF SHOW and BEST MANUFACTURING WEBSITE for the Glidden.com website. hfa, based in Akron, Ohio, redefined and relaunched Glidden.com to advance the brand’s identity and message.
hfa also earned an EVENTS STANDARD OF EXCELLENCE for the Glidden Paint Give-Away, which created an online frenzy and buoyed the Glidden brand and website relaunch.
"hfa created a new web application to execute the giveaway of 300,000 free quarts of paint in support of the brand relaunch, and this promotion, which was while supplies lasted or for seven days, 'sold out' in the first three days!” said Mark Hembree, a senior brand manager for Glidden’s parent company, AkzoNobel. "In addition to the giveaway, hfa worked with us to rebuild the Glidden website, really focusing on the needs of the target audience and providing an experience that defies paint category convention."
The world’s most prestigious web competition
The WebAwards is the celebrated premier award event for Web developers and marketers globally. More than 2,000 sites from 45 countries were adjudicated in 96 industry categories during this year's competition. Entries were judged by experts on the following seven criteria on a scale of 0-10 points: design, copywriting, innovation, content, interactivity, navigation and use of technology. Glidden.com gained 69.5 out of a possible 70 points; the average WebAward score was only 52.9.
The WebAwards competition was judged by a team of independent Internet professionals representing a variety of relevant disciplines of website development. Judges included members of the media, advertising executives, site designers, creative directors, corporate marketing executives, content providers and webmasters.
“The goal of Glidden.com is to make color and paint selection easier and get people excited about all aspects of the painting process. Painting can be social and fun, and this site offers refreshingly simple solutions that make painting easy. hfa is helping Glidden change the way consumers think about painting,” Jack DeLeo, hfa chairman/CEO, said.
Within the first eight months of the site’s launch, consumers’ time on site increased 221.6% and average page views per visitor increased 593.7%.
“The website educates the target audience about the Glidden brand and its benefits, and has a positive impact on a customer from the inspiration to experimentation stages of the purchase funnel. hfa achieved this by developing simple interactive tools from a virtual room painter to a project list to help remove barriers at all stages of the purchase process,” Nick Betro, hfa president/chief creative officer, said.
The user-friendly site gives consumers reasons to believe in the Glidden brand by being accessible, inviting, fun and fresh. The site allows consumers to visualize color combinations to help them achieve the flawless finish and individual style they desire before ever lifting a brush.
Based on usability research, consumers have indicated that the website gives them confidence and the tools to request Glidden at the store.
WebAwards judges praise hfa’s outstanding work
One judge lauded Glidden.com, saying, “The interactivity tools such as future colors and room painter are not only fun but very useful!”
Another judge called the site a “highly useful interactive tool. As a result, my home now has a suggested palette in two of our rooms. Excellent site and application.”
"Great use of flash to allow the user to experience color themes,” another judge assessed. “The visitor can use the site to help with difficult decisions associated with picking color palettes.”
"Design sites like this are ideal for sparking ideas,” said another judge.
hfa (Hitchcock Fleming & Associates, Inc.) is a full-service marketing agency specializing in wildly creative solutions firmly grounded in sound strategic insights. Its fresh thinking has driven eye-opening consumer and business-to-business campaigns for retail, industrial, automotive, medical, travel, building product and government clients. Among its clients are The Goodyear Tire & Rubber Company, one of the world’s largest and most successful tire companies; Glidden™ Paint, a brand that’s been defining the consumer paint market since its introduction of the first latex paint; KraftMaid®, a top cabinetry manufacturer; Choice Hotels International®, a globally successful lodging company; LIQUID NAILS® Adhesive, a leading manufacturer of construction adhesives since 1962; and Akron General, one of Northeast Ohio’s leading healthcare systems. hfa’s areas of expertise encompass branding, research, strategic planning, interactive solutions, social media marketing, public relations and media. To learn more, please visit connect.teamhfa.com.
About the Web Marketing Association
The Web Marketing Association is working to create a high standard of excellence for website development and marketing on the Internet. Staffed by volunteer professionals, it is made up of Internet marketing, advertising, PR and design professionals who share an interest in improving the quality of website development and marketing on the Internet. Since 1997, the Web Marketing Association's annual WebAward Competition has been helping interactive professionals promote themselves, their companies, and their best work to the outside world.
Hitchcock Fleming & Associates Inc., 330.376.2111
Jack DeLeo, Chairman/CEO, jdeleo(at)teamhfa(dot)com, Ext. 6906
Nick Betro, President/Chief Creative Officer, nbetro(at)teamhfa(dot)com, Ext. 6913
Pat Kunklier, Director/Public Relations, pkunklier(at)teamhfa(dot)com, Ext. 6963