ID Society Creates Sleek, Sexy e-Commerce site for L’Oreal’s Armani Cosmetic Line

NYC (January 10, 2006) - ID Society, a strategic interactive design and marketing agency, announces the launch of www.giorgioarmanibeauty.com, which offers Giorgio Armani fragrances and cosmetics for the first time outside of a select number of retail stores.

A fully functional e-commerce site, giorgioarmanibeauty.com is truly unique in the way it retains the look, feel, and elegance of the Armani brand, while serving as an easy to navigate shopping platform. This site is the first time that the entire collection of fragrances and cosmetics from the Giorgio Armani brand will be shown together.

"The Web site aesthetic is a key design point of difference for a cosmopolitan, luxury brand, now accessible to a global audience," said Rahul Sabnis, the Creative Director at ID Society.

The site marries the luxury of Giorgio Armani fragrances and cosmetics with exciting new design elements. For instance, consumers can change "looks" or colors directly on the models as well as in the product views. With lipsticks, for example, once a shade is selected, it changes on the model in real time. Consumers can also peruse all color options to select those just right for their own skin tones and palettes.

In addition to custom experiences, the unique "Giorgio Armani Beauty Bar" allows consumers a truly virtual in-store experience by having all products from the range displayed in a single location. Site visitors will see all products on a beauty counter displayed in front of them, as if they were in a retail environment. The site serves to extend the relationship Giorgio Armani cosmetics has with its dedicated clientele and will serve as an additional door for expanding its retail reach to future devotees.

Ava Huang, VP, Marketing, Giorgio Armani Cosmetics, is pleased with the look and feel of the site. "The most important aspect of this project was to ensure that the luxury of the brand comes through this shopping site and provides an elegant experience."

ID Society also designed unique experiences at www.giorgioarmanibeauty.com that are not available in a retail environment. Site visitors will have the opportunity to preview story collections and purchase exclusive items on the site - available before their retail debut. The face designer section also shows how each "look" is created, allowing consumers to easily view proper layering techniques, step-by-step.

"In creating Internet-only environments for Giorgio Armani cosmetics, the site not only provides an additional purchase outlet but extends brand loyalty and builds relationships with consumers that could not be accomplished at counter in a retail environment," added Jon Winsell, the Director of Strategy at ID Society.

NYC, October 26, 2005 - The Crown Royal brand team at Diageo of North America tasked ID Society, their interactive agency of record, and Sharpleft, an integrated marketing and video production company, to bring the excitement of Crown Royal alive through a new video section of the web site, www.crownroyal.com. The site offers video programming created by Sharpleft and delivered to all true Crown Royal fans through four online channels: Championship Racing, Royal Livin’, Crown Worthy, and El Rey. Multiple shows and episodes are available through each channel.

ID Society designed and created the player and the interface for Crown Royal Television using Macromedia Flash’s recently enhanced digital video capabilities. This scalable solution delivers full-motion brand marketing over the Internet. The interface is designed to provide easy access to episodes, shows and channels which encompass the full breadth of Crown Royal’s marketing efforts.

Sharpleft has created fresh and innovative programming that will allow Crown Royal to break through the clutter, solidify brand equity, giving them the ability to successfully compete in an evolving market.

"Crown Royal television delivers a richer message than traditional television advertising, in an entertaining context that consumers will actually pay attention to," stated Jerry Knight, Brand Director. "Plus, it’s far more cost effective to produce, and it leverages the investment the brand has already made in sponsorships and events. It’s the smartest media spend we’ve made in years."

"Our Crown Royal fans are truly loyal — there is so much activity around our consumers and this brand that we felt we owed it to fans to share the excitement that’s generated from coast to coast," offered Margaret Luh, Director, Relationship Marketing for the brand. "ID Society built an easy-to-navigate video page that pulls together a significant amount of Crown Royal’s experiential content in a brand-rich environment. They maximized the screen size and optimized streaming technology to showcase the Crown Royal consumer experience in the best way possible."

From a design standpoint, Crown Royal Television seamlessly captures the energy of the Crown Royal brand in a simple intuitive interface that keeps consumers tuned in. The channels cover news and events ranging from the BET Awards to the Nextel Cup Championship Racing, providing engaging content and behind-the-scenes action. More episodes and channels are planned for release throughout the year.

Crown Royal and ID Society offer Crown Royal fans a chance to help.

NYC, September 20, 2005 - With so many affected by the devastation in the Gulf Coast, Crown Royal, part of the Diageo of North America, Inc. portfolio, quickly responded by creating their own fund-raising program, Crown Royal Relief, and ID Society was there to provide online development support.

From now until September 29, 2005, Crown Royal will auction a one-of-a-kind 2004 Chip Collins Custom Crown Royal Chopper motorcycle, with proceeds going towards Hurricane Katrina relief efforts. To participate, fans are encouraged to go to www.crownroyal.com/relief to sign up for a reminder email.

The Crown Royal team approached ID Society to set up a new relief page on the Crown Royal web site and IDS responded immediately. Other agencies, including the Shaw Marketing Group and Sharp Left joined ID Society in donating a portion of their services to this project.

The bike offered has been on display all season long at the Crown Royal Fan Experiential tent that travels to most racetracks during the 2005 NASCAR season. Designed and built by Chip Collins, an up-and-coming bike builder, the bike has already won numerous awards including Easy Riders Best of Show (Houston 2004) and V-Twin 2nd Place at the East Riders Invitational (Atlanta 2004). Chip is very pleased that his art is now going to a worthy cause.

ID Society, in collaboration with Diageo of North America, Inc. and Grey Worldwide, launches the premier interactive World of Tony Sinclair for TANQUERAY Gin.

NYC, August 29, 2005 — As a key part of its digital strategy, the Diageo marketing team for Tanqueray gin challenged ID Society to dramatically upgrade http://www.tanqueray.com, in an effort to contemporize and energize the brand, bringing its clever, sophisticated spokesperson Tony Sinclair to life.

The most innovative online aspect of "Tony’s World" is the interactive drink mixer which invites consumers to a virtual party where they can create, name and save their own Tanqueray drinks. Consumers can customize their bar "scene" by selecting a background and a pose for Tony. They can then create a library of drink recipes and send them to a friend.

Roberto Cruz, Senior Brand Manager for Tanqueray gin states that "ID Society delivered on the challenge, radically contemporizing the look and feel and building a digital "environment" that allows consumers to engage with Tony Sinclair though his bio, TV ads, and through a highly interactive cocktail experience."

Through the drink mixer, consumers select from a variety of ingredients and accessories. The hundreds of possible combinations posed an interesting challenge to ID Society’s Creative and Technology teams, who solved this through extensive use of data transfer between the Flash Player and the database.

"Creating an online experience allowing direct interaction with the re-energized Tanqueray brand was truly a collaborative effort." said Rahul Sabnis, ID Society Creative Director. "The Drink Mixer is an exciting new interface that introduces consumers to the expanding world of Tanqueray gin drinks."

The character and contemporary design of Tony Sinclair were created by Grey Worldwide, NYC for Diageo. Tony is the brand’s current print and TV spokesman — socialite extraordinaire, world traveler who, armed with a witty line and a cocktail shaker, is the master of the mix for Tanqueray gin.

The Tanqueray word and associated logos are trademarks.

For the second year running, AMC asked ID Society to design and develop an online web site to support their Upfront presentations. The site acts as an online media kit that gives potential advertisers a network overview, a selection of programming choices, marketing opportunities, related press, an extensive contact list for all five national offices and an entry point for the sales extranet.

Knowing the importance of utilizing this site as key sales tool, IDS worked quickly and consciously to refresh the online media kit with a new clean identity and a simplified structure and navigation scheme. Along with the uncluttered redesign, IDS developed a homepage Flash movie or vignette that drives viewers directly to upcoming featured stunts and premieres.

(6/08/05) Cîroc Vodka, a super-premium vodka made exclusively from fine French grapes, launched its new website (www.ciroc.com). With the super-premium vodka category soaring, ID Society was engaged to ensure Cîroc’s internet marketing strategies were executed seamlessly. To distinguish Cîroc from other top-shelf vodkas online, IDS created a consumer-centric site that leverages Cîroc’s quality and unique characteristics to ensure an elegant online experience.

Cîroc’s revised site also resolves a key issue with content imbedded in "Flash" that cannot be read by Search Engines. One of the keys to successful Search Engine Optimization (SEO) is the ability for these engines to find valuable content. The new site utilizes ID Society’s latest Flash Replacement Technology that allows Search Engines to index Flash Macromedia content and uncover the frequency of keywords. This is important in an area such as the Cîroc Vodka recipe section. As a result, certain keywords like "Grapetini" in the recipes section can receive a higher search engine ranking, where www.ciroc.com appears first on Google’s search engine results page.

While still young to the marketplace, Cîroc Vodka is now widely recognized for its most distinguishing ingredients, fine French grapes, grown in the Cognac and Gaillac regions in France. Cîroc is part of the Reserve Brand Group of Diageo, the world’s leading spirits, beer and wine company. Ciroc always reminds consumers to "Be Discerning. Drink Responsibly."