A microsite (sometimes known as a minisite) generally refers to a small website that is the off-shoot of its parent website. It is considered a separate entity as it may present different information and even have a different URL. So for example, an art gallery will have its main website but when it has a special exhibition, it will create a microsite with specific information on it. This would normally be linked from the home page.
The site www.hummerville.co.za, which was developed in collaboration with design agency Gloo, was an online ‘living' questionnaire in the form of a game, where players had to travel around South Africa in a virtual Hummer. They had to complete various fun tasks and answer questions in order to find a town called Hummerville where they could win one of six real Hummers.
“This campaign redefined how brands can collect information from their clients. Hopefully we can say goodbye to long and boring questionnaires,” says Stu Stobbs, creative partner at proximity#ttp. “We're honoured to have had our faith in the campaign verified by the judging panel. Innovation not only wins awards, but also achieves our clients' aims and makes them smile.”
The campaign also received a Silver Loerie in the Experiential, Digital Mixed Media Campaign category, a Craft Certificate in the Experiential, Digital Crafts category and a Bronze Loerie in the Experiential, Digital - Mobile category, where they employed new technology that triggered an automated phone call when players visited a certain part of the site.
“We are delighted with our ranking and our awards,” says Nici Stathacopoulos, managing partner at proximity#ttp. “It's rewarding to be recognised for our creativity and placed amongst the leading agencies of the country.”
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