Minivans are the most researched vehicles on the road. But a lot of the information out there is written by people who only do a cursory evaluation of the cars they review. We had a much larger story to tell with real minivan owners and the data that represents their actions. We knew moms and dads would happily dive into all of the details, we just had to create a place that made it incredibly easy for them to do so.

Launch the campaign
Published
November 2012
Topics

The Story

Minivans are the most researched vehicles on the road. But a lot of the information out there is written by people who only do a cursory evaluation of the cars they review. We had a much larger story to tell with real minivan owners and the data that represents their actions. We knew moms and dads would happily dive into all of the details, we just had to create a place that made it incredibly easy for them to do so.

We started out with the challenge of doing something progressive for a site that needed to reach a very large and diverse demographic. This led us to a grid-focused layout, with minimal design and simple transitions. Then, to add something extra, we used the HTML5 History API for real URLs in an AJAX site and SVG to make data visualizations reveal themselves through scrolling. We take advantage of APIs to present video and sharing options people are already familiar with, but customized in a way to work seamlessly within the brand experience.

The Technology

The Results

There are a lot of minivan reviews and tests out there, but we think there’s even more to learn from real minivan owners in the real world. So we exposed a simple test, based on one simple question: after living with your minivan, would you buy it again? More Town & Country Owners answered, “Yes” than the owners of any other minivan. We call it the Test of Ownership. And our goal was to bring that test to life by creating a clean, easy to use site that highlights stories of real minivan owners, their behavioral data and unique minivan features that appeal to a wide demographic.

Launch Date Sept. 7, 2012