MCLAREN: PRODUCT DETAIL PAGE
| Title | MCLAREN: PRODUCT DETAIL PAGE |
| Brand | MCLAREN |
| Product/Service | CARS |
| Category |
A01. UI |
|
Entrant
|
MEDIA.MONKS London, UNITED KINGDOM
|
|
Idea Creation
|
MEDIA.MONKS London, UNITED KINGDOM
|
|
Production
|
MEDIA.MONKS London, UNITED KINGDOM
|
Credits
Describe the creative idea
In February 2021, McLaren launched their all-new hybrid supercar, the Artura – ‘the full force of McLaren’. We had to create a Product Detail Page that combined the full expertise of their engineering and design teams.
The main creative idea comes from the combination of the science (engineering and performance) with the magic (the rush, the desire, the thrill of the drive). We showcased all the details that formed the all-new architecture of the Artura’s new hybrid-supercar DNA.
Describe the execution
The page represents an evolution of the McLaren brand, brought to life for the first time on a product page. McLaren wanted to bring the user closer to the feeling of the car and we delivered this through immersive modules, configurable options and a deep dive into every aspect of the cars make up.
Our goal was to build an industry benchmark customer experience that drove conversion with innovative digital experiences. The creative strategy was to engage and convert consumers by taking them through the key selling points of the car in an engaging way on a new innovative product detail page.
A storytelling infused with interactivity and captivating content. We really pushed the limits of the platform, celebrating McLaren’s masterpiece by including first hand voice notes and content from the team involved in the creation of the Artura.
With over 800,000 people interacting with the campaign and over 40,000 requesting further information, it was McLaren's biggest ever launch, surpassing all benchmarks. We unleashed the full power of digital.