Our brief was simple: Introduce a 7-passenger SUV as a co-conspirator to family adventures. The key insight we discovered in our research is these parents still attend rock shows, ride skate parks and share all these experiences with their kids. So we set out to build a site that would entice, entertain and inspire families to take their own Epic Playdate while injecting a healthy dose of Santa Fe knowledge. The automotive shopping research is painful enough, might as well make it as fun as possible.

Launch the campaign
Published
May 2013
Topics

The Story

Our brief was simple: Introduce a 7-passenger SUV as a co-conspirator to family adventures. The key insight we discovered in our research is these parents still attend rock shows, ride skate parks and share all these experiences with their kids. So we set out to build a site that would entice, entertain and inspire families to take their own Epic Playdate while injecting a healthy dose of Santa Fe knowledge. The automotive shopping research is painful enough, might as well make it as fun as possible.

An Epic Playdate is one day packed with tons of adventure, fun and harmless mischief. The site was designed to create that experience virtually, and ultimately enable visitors to go on a real Epic Playdate. We knew that gaming would also play a huge role, so we played in the 8-bit world for nostalgia. The site was built in Flash for online, and HTML5 for the mobile and tablet. It was important for all of the platforms to work together in order to create a consistent experience across all devices.

The Technology

  •  

    Display

    Display

  •  

    Mobile

    Mobile

  •  

    Social

    Social Media

  •  

    Web/Apps

    HTML5

    Javascript

    CSS3

The Results

The challenge of this build hinged on such a limited timeline and budget. We had a lot of content that was integrated into the UX seamlessly. The craft of the dioramas, live action shoot, and untraditional content integration was tedious yet essential. Assets created for the site were used on OLM and rich media banners. The one thing we‚re really proud of on this site is the overall craftsmanship that went into the build. It‚s a feat of several forms of art fused together for an authentic web experience.

3.8

Increase of traffic to the site directly after the Super Bowl ad ran.

1120

Number of hours that were put into the fabrication of the dioramas from start to finish.

94

Number of model humans, skateboards and model animals used in the dioramas.

Launch Date 31 January 2013