Smeg and the 50s Style Collection: an award-winning digital project.
The definition of “good design” is inseparable from that of the “well communicated”: this is thereason behind Smeg's triumph with its site www.Smeg50style.com at the 16th InteractiveKey Awards in the Domestic Appliances, Information Technology, Web Services category (with a nomination in the Social Media Marketing Non Food category as well).
Founded by the Media Key publishing group, the contest rewards creativity and technological innovation in Italian web communications projects.The Emilia Romagna region-based company produces domestic appliances with an Italian high-design look which makes them desirable furnishings in their own right. For such a special project as the 50s Style line, it opted for dedicated communications to represent its values through the toolsof web 2.0.
The site, launched in April 2014, was entrusted to Webranking, a wellknown Web Marketing company which Smeg had already used for its corporate site they handled the design, content and development of the site.
At the heart of the site is a digital narrative shared between Smeg and its network of users, whoare first involved emotionally in the SMEGazine section by short brand stories starring products in the 50s Style line in alternative interpretations showing off their versatility, and are then called toshare their own photos in the 50s Fun area, which also contains a world-wide map of the coolestplaces containing Smeg domestic appliances.
Moving on, inside Creative Lab visitors will find challenges to the network, in the form of
competitions, to co-create content. Of course the site also excels in its primary purpose, to provide visitors with complete information on the products, with all technical details given in an immediatefashion inside two broad product families, large and small domestic appliances.
Smeg50style.com is also highly social: it uses informal language and playful forms of interaction; its graphics involve the visitor, but are nevertheless extremely clean. It takes the descriptive ability of minimalism and uses it as a viral transmission tool at the heart ofthe project: the 1950s, marked by a revolution in lifestyles, industrial design, Pop Art, innovation and change infecting all different walks of life, all this comes back in Smeg's insightful project, withthe optimistic strength of bright colours, sinuous and familiar lines and the latest technology. A trend full of meanings which has become an element of brand awareness.
One year on from its launch, the site aimed at a dynamic user base to experiment its brand, and has proven its ability to involve a community of Smeg fans which is growing rapidly. The Interactive Key Award rewarded the originality of the creative idea behind the site, the qualityand depth of the content, the innovative use of new technologies, the ease of navigation and thestrategic success of reaching the site's goals.
This major recognition confirms that Smeg, is at the cuttingedge in the digital sphere, too: the spirit of research combining aesthetics and functionality permeates the company's communication just like every one of its products, with the public's success confirming the project unity.
The Interactive Key Award was given to the company at a ceremony on May 20th at the new IULM 6 Auditorium in Milan.