August 2009 @www relaunches Digital INsights

Digital Media

SYDNEY: Digital agency @www has relaunched AMP Capital Investor’s Digital INsights, a video based information portal aimed at advisers and investors who primarily fall into a senior (45+) audience.

@www Creative Director Tristan Fawley said the scope was to develop a destination site that could educate users through an engaging video format and that would link them through to further fund information.

The main goal of Digital INsights is to educate and inform potential and current AMP Capital investors on investment insights, market news and product updates. The site will be the primary communication vehicle for AMP Capital Investors in 2009/10.

“It is a tool for advisers and their clients that provides further insights into the investment environment. The aim is to give them a better understanding of current and potential investment opportunities. The site therefore is aimed at a more senior audience (45+) as this is the traditional audience for investment funds,” said Mr Fawley.

“This age group don’t want flashy interfaces – they want access to expert information in an easily accessible format.”

“We focussed on developing video content in a medium that best suited their needs. This included flash streaming video online (both high and low bandwidth), podcast download, RSS subscription feed and windows media download version.”

AMP Capital Investors commissioned a video based portal after a feasibility study found that the targeted aged group were positive towards video as a primary channel to communicate with and help educate their investors through the provision of knowledge and expertise direct from the company’s investment experts.

The site has been developed solely by @www using user experience testing, information architecture, interface design and web development.

AMP Capital Investors will be measuring the success of Digital INsights by the number of video views, referrals to other AMP Capital sites/content, content download and time spent on the site. In addition, site success will be measured on site registrations to the database. This database will be used as an alert tool when new content is added to the site.