A picture tells a thousands words. So does a Skype geographic map which combines the viral aspects of the World Cup with international call rates, including several African countries, and, of course, perennial favorite: Brazil.
I hate having to trawl through mounds of web text and conflicting paragraphs to find out what I need. I am too inpatient.
A peer of mine involved in web development described the difference between a ‘sniper’ and ‘shotgun’ design approach. He reminded me of the necessity of reducing ‘background’ noise in a web design or application including such things as too much flash, excessive graphics, too many competing text boxes and so fourth. His metaphor was spot on!
Both methods have their merits, but in a age of information overload I am in favor of backing the assassin with the sniper rifle whose target is locked between the cross-hairs of the ocular lens.
The designer who breaks down the door with a shotgun makes too much noise and has to deal with further recoil from the 12-guage weapon.
I would even hope that my assassin has a ‘sniper’ rifle with laser dot technology to make the shot precise and localized and avoid too much unnecessary blood.
I thus love the fact that Skype has clarified their international calling rate system using the World Cup as a metaphor. This suggests ‘sniper’ rather than ‘shotgun’, capitalizing on current football fever to drive their point home.
Since I phone my family on a regular basis in South Africa I simply click the country icon and I am cleverly sucked into a popup landing page and a request to create an account or sign in.
Along the way, they frame their offer with interesting side-bars about the South African team which unfortunately are no longer in the Cup!
This ‘limited campaign’ is presented as an email promotion with an offer to get 1 month free for all calls made to landlines if I sign up for a subscription.
Ok, nevermind that landlines are now in the same bracket as the phonograph, so are my parents!
I have already rambled on too long. Take a look at the screenshots below and or simply review the promotional landing page yourself. They also include pricing for the South African calling rates to landlines.
Oh, one last point: The ‘design’ is not perfect — there are still some distractions including the rotating ‘did you know’ stuff at the top. But, on the whole I think the sniper found his target….
SCREEN 1: EMAIL PROMOTION
SCREEN 2: WORLD CUP MAP
SCREEN 3: INTERESTING FACTS & ENTICEMENT
SCREEN 4: LOGIN / SIGN-UP
SCREEN 5: SOUTH AFRICAN CALLING RATES
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