The challenge
With the Digital Transformation, El Corte Inglés decided to transform Blancolor catalog that it usually launched from paper to digital.
In addition to the catalog, Blancolor is a multi-channel campaign with pieces that range from television commercials, marquees around the city to social networks. There are several challenges to achieve a good experience with the digital catalog and that all the pieces breathe and transmit the same message.
The solution
Taking into account that the paper format transmits an experience that encompasses different aspects such as touch, the smell of the paper, we needed to get the most out of the new digital product. Improving photos, using movement either in gif or video format, to reflect the quality of the products, for example, how the textiles fold have been our maxims. The connection with the ecommerce allows the user to consult the different versions of the product and access the technical sheet of the product.
The television advertisement is also integrated into the catalog, thus connecting each of the communication channels with a common message: Blancolor. The time to dress your home.
Digital Catalog : https://www.elcorteingles.es/catalogos-digitales/blancolor/
Catalog and ecommerce photos
Newsletter: on the left, launch of the digital catalog and on the right, main offers of the campaign in the different categories
Blancolor ad TV
