News
ckone launches first ever UK website to find the ’ckones’
11.09.2006This week sees the launch of new website www.theckone.co.uk in the UK, created by media agency Initiative and developed by online marketing solutions agency Tangozebra. The site aims to re-ignite the brand and create a new loyal customer base amongst 18-24s. The individuality of Internet use as well as its community presence reflects what the ckone brand stands for and so is the ideal medium to use.
www.theckone.co.uk sees the fragrance brand take an ambitious first step into digital marketing in the UK, with a website for a fragrance that allows visitors to do much more than view the product. The site encourages 18-24s to interact with the brand, with an Urban and edgy environment that extends the current brand.
The website will have access to exclusive video, music and ring tone content to download, weekly updates of the top 20 hits from i-tunes, as well as an extensive gig guide which links through to allow users to purchase tickets from seetickets.com. There is also a competition where users text in photos of themselves which show their unique ‘street style’ to win ‘money can’t buy’ prizes each month, culminating in the chance to be voted The cKone in a final vote by site users.
Commenting on the launch, Richard Whittle, Digital Planning Director at Initiative, says ”This new activity marks a fresh approach for Coty Prestige in the notoriously difficult to engage, youth sector. 18 to 24 year olds are in control of their media consumption like never before. We have tried to understand the cKone audience and offer content that is both engaging and empowering. ”
A variety of online advertising placements in Channel 4’s Slashmusic and T4, Yahoo! Music and MSN Hotmail will drive 18-24 year olds through to the new site. This activity will initially be running for 6 months, after which time new products and content will be included.
The campaign was created by Digital Planning Director Richard Whittle and Planner Naomi Brooker at media agency Initiative, and development was led by Account Director Jamie Parker and Designer Beuno David at marketing solutions agency Tangozebra.
