THE BEST AWARDS;INTERACTIVE;TOYOTA DISC GOES BEYOND CARS; LEVI STRAUSS INTERNET SITE ENTERTAINS WHILE STAYING FOCUSED ON THE PRODUCT

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In this, the first year of the Interactive category in the Best competition, two entries were selected-one each in the CD-ROM and Internet spheres.

The CD-ROM winner, for Toyota's Camry model, is from Novo Media Group and Saatchi & Saatchi/Pacific. Among its features is crisply illustrated information about the Camry that gives every bit as much detailed information as the slick brochures available at a dealership. Another feature on the disc is a dealer locator, enabling browsers to quickly find the Toyota store nearest them..

BEYOND ADVERTISING

But this CD-ROM goes beyond strictly product advertising. It also has a "Great American Food Finds" component, which allows the user to call up menus from numerous food suppliers across the U.S. and order everything from hams and jams and ciders to pasta and candy.

The Best Internet entry, for Levi Strauss & Co., is from R/GA digital Studios, New York; ad agency Foote, Cone & Belding, San Francisco; and Organic Online, San Francisco.

This Web site (http://-) is replete with strong graphics and entertaining elements, but never loses the focus on the product-Levi's.

ONLINE MAGAZINE

For instance, one feature is an online magazine called "Inner Seam," which recently included a feature on how a particularly elaborate Levi's TV commercial was made, using pixels and other advanced technology.

There also is a history quiz, again with the product woven into the text.

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