As one of Czech Republic’s leading film and commercials production companies, Etic were looking for a professional yet personal web presence to enhance their international exposure and showcase the strength and breadth of their work.
In the Initiate phase Friends worked with Etic to uncover the truth behind their core brand messages and set out a creative brief that communicated their commercial offering. One of the great strengths was the brand ethos and the exceptional quality of experience that clients received whilst working with the team.
Create and Produce
In the Create phase Friends came up with a winning concept and led the art direction, including a green screen shoot
The classic interface revolves around presenting layers of cards, each card carrying the capacity for a selection of video spots, and having hands turning them over to play the content embedded within. An additional layer carried up to 1000 behind-the-scenes images of projects, movies and pictures giving a real sense of the scale of the work, a sense of the personality of the people involved whilst promoting the capabilities of the company. The website integrated an existing CMS to furnish administrators with complete control over all media content of the site.
Introducing features unique to the Etic website such as the Mojito Bar and the Red Carpet acted as a counterpoint to the very professional side of the company, conveying the warmth and character of the people involved. Clicking on the Red Carpet icon took the site to another level, taking over the whole screen and displaying an engaging photo gallery of their red carpet events, such as Roman Polanski’s opening of Oliver Twist for example. The Mojito Bar did a similar thing but was more of a relaxing and entertaining recipe book of cocktails for online visitor enjoyment, again expressing the fun and lighthearted personality of the company.
Maintain and Grow
To complement the launch of the new website, Friends created a set of viral email campaigns supported by longer-term seasonal e-marketing. For the Christmas season Friends made an interactive Christmas Card depicting the Managing Director as Father Christmas with a game for the visitor to play making Father Christmas dance to a track
Promotion of the culture of the company and the friendly and social nature of the team coupled with consistency across all digital brand communication significantly increased the business profile of the company. The success of the website as a whole increased international awareness of the company and the variety and scale of productions services, seeing them as leader in their field in the Czech Republic in 2007.
