Proctor & Gamble is using interactive technology developed by digital
agency Pixelpark to gain attitude-based customer profiles.
Pixelpark has created an interactive section on the web site of P&G’s
fragrance brand Hugo (www.hugo.com) that promotes its new ”Urban
Essentials” range for women. The section uses Flash-traced movie footage
which the German agency claims is the first of its kind in Europe.
A silver fragrance pen scrolls out to offer the user the chance to take
the ”essential temperature test”, answering questions on topics such as
clubbing and shopping which build up the customer profile. During the
downloads, consumers are offered product information to hold their
interest.
Pixelpark has designed other interactive areas, including a moviemaker and
a ”smell-it” page.
According to Pixelpark, the Hugo brand was chosen by P&G to test out the
technology because of its ”innovate, don’t imitate” slogan. ”We’re
creating profiles and using attitude-type information to paint pictures of
users,” said Stuart Tait, CRM consultant at Pixelpark. ”We want to avoid
just name, age, email - we’re trying to understand the psyche of the
user.”
The agency said that it would also deploy the technology for a newly
launched Hugo product next year.
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