Fujifilm needed to globally promote their ground-breaking X100 flagship model, anticipated to be the most prestigious and sought after camera model amongst their entire range.
The Challenge
The X100 is big news for Fujifilm and they required an impressive online product launch that would make a great impact on professional photographers around the globe.
The camera is truly groundbreaking, both in its technical capability and aesthetics, which required a site reflective of all these combined attributes.
The launch had to coincide with the X100 press announcement at Photokina, (prestigious Photographic exhibition in Cologne), and all material had to be available in multiple languages. The site also had to encourage dialogue amongst users, and also feature press reviews, comments, professional photographer testimonials and eventually a ‘Where to Buy’ facility.
The Solution
Utilising the Drupal platform we launched a multilingual site that not only included the clients requests but which also featured a stunning worldwide image gallery, the X100 development story contributed by the Japanese design team, and a helpful Q & A section derived from comments left by visitors.
From announcement to product availability, the X100 site developed through a slow release of information about the camera, creating great anticipation amongst the target audience. At frequent intervals, we used targeted emails to make the audience aware of the latest site updates to encourage traffic back to the site where they could find additional information and retailer locations.
Our website for Sericol created a stylish and engaging platform to communicate the features and business benefits of its range of printers.
The Challenge
Following the success of previous industry leading printers. Sericol and its partners developed a flatbed printer range that outperforms the competition. In addition to conventional print these printers can also print on glass, metal, wood and plastics.
Cluster’s initial challenge was how to effectively communicate the flexibility of this range in a clear and concise way. Selling to a European market it was also imperative that the site could be presented in an appropriate language.
The Solution
Built with the Drupal platform, each section of the website introduces a step on a journey for users who may have not experienced Sericol’s range previously. Step 1 – What is the technology that makes this printer standout from the crowd? Step 2 – What is the printer capable of producing in a normal production day? Step 3 – What do customers say about their experience? Step 4 – Which printer is right for my business? Step 5 – What are the features of the selected machine? The site has been tailored so it can be viewed in English (Britain), English (US), French, German, Italian, Spanish and Polish.
Our online media for Fujifilm’s premium F300 positioned the camera as the natural choice for the enthusiast.
The Challenge
Fujifilm wanted to launch and promote their new F300EXR camera, a flagship, high-end model aimed primarily at male consumers who aspire to be photography enthusiasts rather than just snappers.
The Solution
Taking our cue on the F300’s premium featureset, we proposed a theme of ‘the supermodel’. In the AV, this was developed into the concept of a photoshoot with the camera revealed as the subject. Following this teaser intro, the microsite takes the form of a set of scenes focusing on different features of the camera and evoking the heritage of photography with images of lightboxes, contact sheets and loupes. The AV was localised for use in a range of territories including Italy, Latvia and Lithuania.
Our online customer portal for Fujifilm gives owners of their cameras a great place to learn, share and chat.
The Challenge
Fujifilm wanted to replace their quarterly printed newsletter with a new online portal for registered owners of their digital cameras. The site needed to allow new owners to register, support multiple languages and encourage people to stay involved long-term.
The Solution
MyFinePix was developed on Drupal, with extensive bespoke theme and module development to provide all the required features. Each user has their own personal gallery and blog, and can access useful hints and tips, lively discussion forums and exciting competitions. The site offers text in eight different languages and a tailored experience for users in different countries, while using as much common content as possible. The registration database is linked to Fujifilm’s external eCRM platform and other marketing databases, allowing for regular communications on special offers, competitions and updates.
We built a website for ASHS to attract new students and their parents, as well as providing a platform for communication within the school.
The Challenge
Faced with wider choices for parents and funding based on student numbers, schools increasingly have to market themselves to attract new students. Archbishop Sancroft High School, in Harleston, Norfolk, needed a website to communicate its unique strengths directly to prospective students and their parents. The new site had to communicate the school’s many successes, reach a diverse audience and give students an opportunity to display their work too.
The Solution
We based our solution on the needs of various user groups. Prospective students and their parents were guided towards personal messages from the headteacher, as well as content from the teaching staff on their areas of expertise and out-of-school activities that they managed. Parents of existing students were given easy access to the school calendar, curriculum and homework details, along with key corporate information such as the school’s OFSTED action plan, contact details, policies and ‘Flexible Friday’ initiative. Staff were provided with a portal to key information and a secure repository for storing confidential data, while governors were given an effective way to communicate the many ways in which they support the school. The new site has driven an increase in enquiries and student joining the school, which in turn boosts funding. Routine enquiries to the school office are down 30%, and participation in extracurricular activities is up. Parents are more involved in homework, and a new gallery shows visitors the range of events arranged by the school. The content of the site is now managed by a group of students, giving them valuable skills and experience.
Our website for World Class Norfolk provided a clear, easy-to-use online community aimed at raising the profile of our home county.
The Challenge
World Class Norfolk is an initiative designed to raise the profile of Norfolk as a great place to live and work. It needed a website that would be easy to access and update, while supporting user-generated content and blogging functionality.
The Solution
In partnership with ad agency The Point and PR agency Tribe, we worked under tight time constraints to develop a Drupal solution that would offer the right functionality in terms of content management, user content (including video uploads) and administrator moderation. To promote the site, we also developed a series of striking rich-media banners.
Our microsite for Fujifilm’s XP10 conveyed the camera’s unrivalled physical durability and strong featureset.
The Challenge
The XP10 is one of the toughest cameras you can buy. Fujifilm needed a microsite that would make its features appeal to young travellers and extreme-sports enthusiasts of both sexes.
The Solution
Distilling the key features down to the phrase ‘all-weather, all-terrain’, we built our microsite around the tagline ‘born survivor’ and grouped the content around four aspects of the camera’s physical resilience: ‘drop it’ (shockproof), ‘freeze it’ (freezeproof), ‘soak it’ (waterproof) and ‘bury it’ (dustproof).
The Fuji Shop
Overview
Our online shop for Fujifilm unlocked new markets for the company while providing a valuable new retail experience for its customers.
The Challenge
Fujifilm wanted to explore the potential of an online store offering accessories, spare parts and refurbished cameras to UK consumers.
The Solution
The Fuji Shop is a clean, functional site that aims to guide customers from enquiry to sale as quickly and effectively as possible. We decided to build on Fuji’s existing online presence, allowing us to provide a more consistent user experience and re-use content from the main site. The site is fully integrated with Fuji’s existing site and online store, the MyFinePix user community and also Fuji’s internal SAP systems, making stock control and post-processing quick and efficient.
We created a colourful, imaginative microsite for the Fujifilm Z30, a lifestyle camera for young women who love to party.
The Challenge
The Z30 is targeted at young female consumers and marketed as ‘the essential party camera’ – great to look at, easy to use and a perfect fit for modern lifestyles. Fujifilm wanted a microsite that would communicate its technical benefits in a simple, funky way.
The Solution
We created a strapline – ‘put some colour into your life’ – and combined it with a colourful identity and art style on the theme of ‘Alice in Wonderland’. We then used our look-and-feel to develop a lively, expressive microsite featuring custom artwork and carefully considered content that explained the technical features of the camera in a simple, accessible way. To complete the user journey, the microsite featured direct links to camera stockists and the Fuji Shop. The microsite was translated for use in Germany, France, Spain, Holland and Poland, as well as the UK, and the artwork has been used in counter-top displays and print advertising.
Our microsite for the professional-quality HS10 needed to convey professionalism, creativity and uncompromising quality.
The Challenge
Fujifilm needed a microsite to promote the HS10, a Digital SLR that combines traditional styling and ergonomics with top-of-the-range features in a camera aimed squarely at the professional.
The Solution
One of the HS10’s key features was its high-speed shooting capability, on both stills and movies. We used this as the key theme for our creative, creating an intro movie focusing on subjects such as wildlife and sports that can only be captured at high speed. The rest of the microsite distilled the camera’s features down into five key areas, using the tagline ‘focus on creativity’, a black background and striking colour imagery to position the HS10 as the choice of the discerning user.
Fujifilm Digital website
Overview
With the web now the premier research tool for consumer electronics, Fujifilm required an online presence that would demonstrate it’s product range and elevate the brand in the minds of potential customers.
Objective
Develop the Fujifilm brand online.
Showcase the broad range of digital cameras and associated technologies.
Increase traffic to the websites.
Stimulate interest and retention through the user experience.
Solution
Through a simple navigation structure and brand centred design, Cluster have continued to evolve Fujifilm’s online presence. The underlying infrastructure is content managed within a flexible architecture to allow for regular updates to the camera range and accessories.
The entire camera range can be filtered allowing the customer to narrow the selection relevant to their preferences. Key camera models within the range contain interactive micro-sites to demonstrate the core features and allow the user to interact with the camera. Learning how these features will be of benefit to their needs increases product knowledge and aids the customer in their final purchase decision.
We built a portal for Fujifilm that allows users around the world to order special prints from their 3D digital cameras.
The Challenge
Digital imaging pioneer Fujifilm launched the world’s first 3D digital camera. The images and movies it creates can be viewed on-camera, downloaded to view on a 3D TV or used to produce spectacular 3D prints (on special lenticular sheets). However, the prints can only be made at Fujifilm’s facilities in Tokyo. Fujifilm needed a way for its customers to upload their 3D images and order prints – from anywhere in the world. The site needed to be easy to use, viewable in local languages and able to offer a choice of print sizes.
The Solution
We created a distinctive online brand so the site became closely linked with the camera. A simple structure and navigation meant the content could be translated without compromising the design. Flexible content management allowed Fujifilm’s executives in each country to customise site content and set prices themselves. The site launched in 13 languages, with more added as the camera was introduced in additional territories. All localisation and translation was handled by Cluster Digital. From brief to launch, the project was completed in just four weeks.
The launch of Fujifilm’s pioneering EXR technology housed in their high spec F200EXR camera required something special to help elevate the recognition it so deserved.
The innovative EXR technology emerged as the world’s most versatile photographic sensor offering 3 switchable modes; High Resolution mode, High Sensitivity mode and Low Noise together with a Wide Dynamic Range mode.
The FinePix F200EXR boasted the switchable camera sensor as well as a plethora of superb features that needed to be channelled to the target audience not only in the UK but also across Europe.
Objective
Develop an interactive platform to launch the attributes of the FinePix F200EXR highlighting the features and flexibility of Fujifilm’s unique sensor technology.
Create offline press ads to appeal to the photo enthusiast publications as well as the gadget led publications such as GQ, Maxim, T3 and Stuff.
Ensure that the material produced could be shared by multiple countries for use within their local sites and publications.
Solution
Using the ‘human eye’ to represent the EXR sensor technology we established the phrase ‘More than meets the eye’ and produced a 3D animated microsite introduction to encapsulate and convey the EXR’s attributes.
The microsite then divided into two clear sections, one which championed the camera and it’s benefits, and the other which concentrated on the performance of the sensor by comparing it to a ‘conventional camera’.
To express the features of the EXR AUTO mode we arranged and produced a video/photographic shoot with models ‘Jon’ and ‘Maria’ who document a surprise birthday celebration with the F200EXR camera. We originated and storyboarded the concepts and worked closely with the client to ensure that we met their criteria. The shoot took place in Norwich UK, but with careful planning and styling we were able to maintain a European flavour that would also suit our clients overseas.
This project enabled us to combine multiple disciplines to show off our skills and we all had a great deal of fun producing it.
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