by CorpComms on 29/09/2010 17:30:57 in CorpComms Online
Winner: J Sainsbury
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Having led the charge towards only publishing its annual report online in 2008, J Sainsbury opted to develop the medium further in 2009 with a fully interactive tour of the supermarket giant to demonstrate what it stood for as a brand and how much it had achieved over the financial year.
The primary audience for Sainsbury's online illustrated review was retail shareholders, although the supermarket group was aware that institutional investors, analysts, customers and employees might all visit the site.
In what the judges described as 'an innovative concept that was both fun and engaging', agency SAS built a virtual store which allowed visitors to review the year through customer stories, using original interviews, audio and video content.
As users await the website to download, the screen fills with a virtual aisle sign that counts down to 100. To create an environment that was as realistic as possible, every product in the store was photographed by SAS, who then built the shelf systems, freezer cabinet and display units before spending three weeks stacking each shelf in Photoshop.
Green screens were used as background to film each customer or staff member, including chief executive Justin King and a gorilla from the Try something new advertising campaign. (This was prompted by dressing someone in a gorilla suit, sending them into a store and then asking customers if they had noticed anything unusual. Most had not, which suggested they 'sleep shop', just buying from the same 150 items each week even though each store stocks around 30,000 products.)
Every customer or employee with a star has a story to tell, which can be told simply by clicking on the person. As a user moves around the store, a shopping list crosses off each item as it is clicked. Tannoy announcements recording Sainsbury's achievements over the year add to the experience.
The judges described this annual report as 'exceptional', adding: 'This was very clever, fun and engaging.' The online annual report generated more than 53,000 visits in 2009, while the illustrative review recorded almost 13,000.
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