XLN are the leading provider of phone and broadband to UK small businesses and Selesti have utilised a mix of digital marketing
expertise to design and build them an intelligent new online campaign tool.
We have previously created Flash animated banners
for XLN, whose advertising typically centres around the statistics that show how excellently they stand up in comparison to competitors in areas such as customer service, technical support or cost. However this time the brief was more imaginative; to create the facility to enable them to produce multiple campaigns ongoing based upon the same conceptual design, with no requirement on expertise in-house or more work from Selesti.
Due to their rigorously regulated and controlled market, XLN often find their sales copy and creative needs to be tweaked, to ensure the percentage savings and customer feedback scores are compliant and watertight. In a constantly changing industry where competitors' new products and offers mean that with no notice a claim becomes defunct or in some cases undersold, this can mean paying for a touch up to previously live material or even makes it redundant.
So the landing page that this latest banner campaign forwards traffic to is totally content managed, including the Flash animation panel itself with all its graphical elements and transitions. We built an administration panel using our flexible and powerful CMS
framework which enables XLN to input the most up to date statistics, such as the percentage of technical problems answered within 2 hours etc. and the Flash will automatically update in real time to show the relevant animation on the front end.
The objective of ensuring long term return on investment was at the forefront of our minds from the initial planning, through the wire framing, design and copywriting stages of the project. This was key to ensure that XLN were going to have total control over the points they were making with each statistic and percentage shown.