A DIFFERENT TYPE OF AGENCY

As a collective, The Factory Interactive is fueled by a passion for developing enduring messages conceived through a marriage of design and technology. At the core, we are explorers of possibility and architects of memory. We create rich immersive experiences that increase message retention and reward the audience. Our mission: give personality to products, resulting in a stronger, more effective brand.

_{March 4, 2009}
The Factory Interactive takes home the gold at the 2009 ADDY Awards for Germville Campaign _{By jason}

Germville, “A Sick Place To Live,” was developed as a fictitious town in which a series of colorful characters live, created as a fun and alternative way to inform and educate the audience on the dangers and effects of bacteria and today’s most advanced and progressive methodologies to fight the “unseen.” Designed as an interactive “Edutainment” (Education & Entertainment) experience where visitors can get to know the locals, the agency’s creative brief was to raise awareness about the different kinds of harmful bacteria that nest in every office, leading to information on Coverall’s exclusive Health-Based Cleaning System as a way to effectively combat germs.

“Coverall looked to us (TFI) to develop an interactive, dynamic, engaging and user experience that  differentiated them from their competition.  Germville.com helped Coverall Cleaning Concepts creatively overcome the stigmas that come with being a commercial cleaning company”  said Jason Inasi, CEO and Creative Director at The Factory Interactive.

“The micro-site was supported by a multi-touch direct mail campaign that directed the users to the website to experience Germville for themselves.   The “Coverall House” and “Germville Drive-in” creatively informs the viewer about Coverall’s unique and “out of the box” cleaning methods and explains the benefits of Health Based cleaning through edu-tainment . The response rate from the direct mail piece was over 12% far exceeding the average response rate of 2.61%.*

* Direct Marketing Association

Filed under: Agency News — Tags: Addy Awards, Agency News, awards, Design, Direct Mail, viral campaign — @ 11:54 am

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