The Publicis Blueprint produced publication already has a rich awards heritage, having twice picked up the top spot for Best Digital Solution (B2B/Internal) at the Association of Publishing Agencies (APA) over the last two years and Bronze for News & Business Magazine of the Year at the Digital Magazine Awards 2010. It has also ranked amongst the finalists at awards ranging from the eCommerce Awards to the Marketing Week Engage Awards.
Orange Exchange online is a key element of the brand's ongoing commitment to drive forward customer service and communications. Exchange is designed to boost engagement and retention, as well as enhance the SME B2B customer experience. Results show that between 2010 and 2009, unique visitors to Exchange online increased by over 25%, whilst the average reading time was up by 10% to 8 minutes.
The sole digital customer magazine in the mobile B2B SME sector, Exchange online is designed to convey information quickly and without fuss through a user-friendly, intuitive interface. Content is broken down into appropriate click and roll out headings, allowing readers to instantly identify what content aspects are relevant to them without having to spend time reading through long articles. Alternatively, scroll functionality allows more in-depth editorial to be included with a readable point size. Use of Flash maximises interactivity as well as blocking search; an important consideration as each edition is intended only for existing customers.
Commenting on the news, Neal Anderson, Group Account and Digital Director at Publicis Blueprint, said: "We're absolutely delighted that our digital work for our valued and longstanding client Orange has been shortlisted for two prestigious awards in quick succession. It underlines how effective our content ideas are at helping brands create deep, emotional connections with their customers to drive engagement and change conversations."