The Challenge
The objective was to propel Bing Lee to the forefront of online innovation within the Australian consumer electrical industry. The previous website dated back to 1997 and was in much-need of an overhaul to better reflect the modernisation of the Bing Lee brand. Usability and a Web 2.0 focus were essential elements of the new website.
The Strategy
Adrenalin Media worked closely with the Bing Lee Marketing and IT departments in building the new website, which enables customers to research products online, learn about regular bonus offerings and find their nearest Bing Lee store. Additionally, the website includes a number of interactive features and rich-media components which are used to highlight in store promotions, current specials and partnerships with other companies.
Branded Microsites and Flash Games have been a huge success in helping to leverage online with radio, TVC and in-store promotions.
The Results
Since the launch of the website, traffic numbers for both new and returning visitors have soared. The site remains one of the most popular within the industry, with several competitors even attempting to clone the look and feel. A number of extremely successful online advertising campaigns for Bing Lee have been executed on flagship websites including smh.com.au, Telstra Bigpond and ninemsn.
Visit: www.binglee.com.au
The Feedback
I have to say a big congratulations on the superb effort that you guys have done in launching the new Bing Lee website. Bing Lee can now boast a website that we are proud of. I am just so happy with the site that you have designed, and structured. Because of your efforts, you have allowed Bing Lee to set a new benchmark in the electrical retail industry.
Joanna Ingley
Group Marketing Manager
Bing Lee
