Media > Use of Media
RAINBOW CLINICS
PLAN.NET, Hamburg / undefined / 2009
Overview
Credits
OVERVIEW
Effectiveness
The websites immediate spread on fashion and designblogs went straight into people’s hearts. As we launched the website in March 2009 we don’t have relevant numbers in detail yet.
Execution
We created a homepage for the Rainbow Clinics that contains all information about the clinics and the disease: movies about the inpatients, symptoms, a shop for uniquists, a uniquism-test, success stories and much more. The reasonable connection to our client CANVASCO: We placed them on the website as the foundation, sponsor and the clinic’s bag-provider and placed a direct link to their homepage and products. To make the site the most unique side ever, we invented the “uniquist-mode.” In this mode the site changes its look and design with every single click – so no page looks like another and every visit to the website will be different and a totally new experience. Hundreds of different page designs were created and are chosen via random programming – the very first random design of the world.
Strategy
We were briefed to create awareness for CANVASCO bags in fashion communities by developing a unique online campaign for the client’s unique product. As the bags are made of used sailing cloth, no single bag is identical to another – perfect bags for individualists with an extreme desire for uniqueness.
Our strategy was to create a unique website for new customers in our main target group: individualists with an extreme desire for uniqueness.
The idea: we invented a new disease called "uniquism". Uniquism is the obsessive desire for uniqueness. And as a new disease needs new surgery, we invented a clinic as well: the Rainbow Clinics. The clinic’s principle: everything must be different – no identical things are allowed. And that’s why the clinic’s homepage should follow this principle.
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