WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2013 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: Huge and Diageo

For: Diageo’s Alexander & James

Award: Best Beverage Mobile Website

Click here to see entry creative

About the Entry

Alexander & James is a luxury online retail experience and Diageo’s first major direct-to-customer e-commerce site. The new website, named for legendary spirits masters Alexander Walker and James Buchanan, provides a luxury experience for discerning shoppers online and is dedicated to Diageo’s collection of Reserve brands. Alexander & James targets individuals who enjoy the world of spirits but find it intimidating. The site reaches them by offering knowledge, inspiration, and products, with a luxury feel at all touch points. We helped the brand find new ways for its consumers to discover, understand and enjoy premium spirits, while launching the company’s first e-commerce brand. As Huge and Diageo worked together to develop the brand proposition, a key insight became clear, as demonstrated by a recent study into the rituals of drinking: the story behind the product is as important as the drink itself. This influenced our adoption of a content-led strategy for the site, to ensure its relevance to the modern consumer. Huge thought a great deal about the audience for this project. The target demographic is digitally savvy, open to new experiences, and puts a high value on social currency. They want to know what the best drinks are, why they are the best and how to drink them. To meet these desires, Alexander & James acts as a digital spirits concierge, offering cocktail recipes, how-to videos, expert tips, gift ideas, and inspiration for entertaining at home.

 

Award Credits

Contributors:

VP Global Communications, Diageo:	Venky Balakrishnan
GM e-Commerce Europe, Diageo:	Phillipa Dickson
Creative Director, Huge:	Andy Thomas
Art Director, Huge:	Yuji Sakuma
Senior Visual Designer, Huge:	Javier Aguirre
Visual Designer, Huge:	Ed King
Planning Director, Huge:	Martin Harrison
Engagement Director, Huge:	Jo Holdsworth
Project Manager, Huge:	Davide Sciola
Associate User Experience Director, Huge:	Nick Pleydell-Pearce