Agency: Godfrey, Lancaster, Pa. Campaign: Nora Flooring on the Go Launch date: May 2012 Creative credits: Programmers: Brian Wanger, David Ali; art directors: Mark Stoner, Dave Bossler, Donna Lindsay; imaging: Brad Allen; script: Jenn Vitello; user experience: Jennifer Brown; creative director: Tom Ballew Why we liked it: Branded apps shouldn't replicate the traditional product catalog—they should one-up it, providing an interactive experience that hard copy can't. Nora Systems' app for its commercial flooring line does just that, allowing the company's audience of architects and interior designers to explore content tailored to various stages of the buying process. Sharp, colorful photos of the flooring in commercial settings allow users to decide what they like—an important piece of the puzzle for an audience of aesthetes. Pretty photos aren't enough, however, so the app also gives users a selector tool and information on functional properties such as acoustics, slip resistance, compressive strength and static resistance. Finally, the app offers users details on installation and maintenance. It's eye-catching yet ultimately practical, as every b-to-b marketing piece should be.