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Asda focuses on online community with refresh

Agency: Publicis Blueprint

Client: ASDA

Leading customer publishing agency, Publicis Blueprint, has expanded Asda’s digital offering with a complete redesign of, the online version of Asda’s award-winning magazine.

The monthly title has the largest circulation of all retail magazines at over 2.5m, and was a founding client for the 11-year old publishing company.

As the sole agency managing the magazine from conception to completion, Publicis Blueprint was briefed to give a thorough redesign to further encourage user engagement and increase site visits. Work involved further developing the layout, expanding the content throughout and improving commercial opportunities for the site, creating new, dedicated areas for advertorials and online advertising.

To make the site more accessible to its core audience of 35 - 44 year old busy mothers, Publicis Blueprint moved from a flash-based design to an easily-accessed HTML format.

The publishing company introduced new sections and features exclusive to the online offering – such as Ask The Experts, which creates a dialogue between advisers and customers, a Popular Search area, video recipes and exclusive competitions.

These aim to ensure functions as a standalone publication, rather than simply replicating the offline.

To maximise dialogue opportunities between brand and customers, the community sections of the site have also been a focus area.

Ali Carswell, National Advertising Team- Publications/Brand Guidelines at Asda, said,“ was originally developed to complement Asda magazine, which is one of our most successful ways of reaching customers and getting across our key messages of quality, seasonality and Asda value.

"The new and exciting designs, created by Publicis Blueprint, have taken the online magazine to a new level, allowing it to stand out as a highly creative platform within the Asda portfolio. Our refreshed online offering allows us to communicate news on a daily basis, include more information and to help build a community that increases two-way communication.”

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