Winner 2006 - Presented by Peter Saville
The aim of the Web site was to position Penn towards a more youthful market and establish it as a serious competitor to more household names. The design required had to be different from other brands within the market and needed to encourage repeat visits. It aimed to be used as a promotional vehicle and also to generate consumer interest along with celebrity endorsements of the products. Overall the site had to strengthen the marketing strategy and create interest from third parties, such as unsigned music acts, to build the offering to the audience.
The delivered project concept was based around typical activities of the target market and was achieved through the use of streaming video leading into a scene based navigation accessed through a mobile phone menu. The site was launched at an industry trade show in January 2006 and was picked up in magazines such as FHM, Zoo, Nuts and Heat. The attention led to celebrity endorsements from Gail Porter, Norman Cook and Lemar and the site is now becoming the main point of contact for potential stockists who are becoming increasingly aware of the brand. The judges said the site displayed an original and modern approach within an urban context.