in2it is the creation of an online community platform for SAFRA. It is an all-encompassing project from branding to online and marketing strategies. The site is now live at in2it.sg
The Purpose
To create community bonding among people of the same hobby.
The Strategy
in2it’s initial requirements started with a host of technology tools that are available in the market. An expert analysis of user needs lead the team to streamline the platform into a very focused direction – to bring people of the same interests together. With the focused objective, in2it.sg eventually is positioned as a lifestyle platform which single purpose is really about community bonding.
Branding in2it.sg
Working in close partnership with NEC and PlanetAds, this project is a good example of how a portal can be repackaged into a brand. in2it is an abbreviation for “I’m into (in2) this hobby….i’m into (in2) that hobby….” The overall concept is to create a persona that softens and humanizes this site. It is not another A-Z portal but it is service-oriented and interest group specific. More importantly, the concept is eminently campaignable, generating more mileage out of its branding.
The consultancy team designed the logo for in2it.sg, alongside a pre-launch teaser campaign and a marketing contest that engages the public to sign up and choose to win a prize relevant to their hobby. The campaign was a success and one of its kind in its time. SAFRA’s existing huge membership database further promotes its popularity upon launch.
Designing the Interface
There’s only one word for interface – simpicity. An added interest to the interface is the ability for users to choose a color theme that suits his personal interest – it all ties back to matching a user with his hobby.
Designing the Components
The platform has a very straight forward workflow. A user arrives at the website, he does a buddy search, finds out who is doing what, instant chat to activity partners, utilizes the event planner to invite friends and activity partners to join and schedule an event/activity and shares the activity calendar with everyone involved. He can join interest groups, have his own personal space and widen his connections online.
The entire process is very focused – get users to mingle through Safra’s activities and facilities. Being focused reduces clutter. Simpility is more effective as it gets to the point what users are supposed to do.
To top off the features, SAFRA generously reward members with exclusive promotions and good deals.
Teamwork
in2it.sg combines the seamless ideas of the client, a technical solution provider, an experience design agency and an ad agency. Multiple agencies for a project may seems complex. However, tapping on the expertise of each agency in strong collaborative manner can produce a synergy that is beyond one single party. in2it.sg is that birthchild of a good idea, a clever strategy and experienced expertise all rolled into one.
