JBL

Amplifying JBL’s brand presence on Amazon

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JBL is an American audio electronics brand, best known for producing speakers and headphones. JBL entered the Amazon cosmos as a well-known brand with the goal of maintaining a consistent brand image not only on Amazon, but across its entire web presence and beyond. FACTOR-A/DEPT® took on the challenge of optimising a huge product portfolio in multiple marketplaces to increase brand awareness and product consideration while staying true to JBL’s beautifully cultivated brand identity.

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Marketplaces

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Unique ASINs

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Product categories

Building a brand on Amazon

JBL asked us to optimise the product content for its very large portfolio on multiple marketplaces, while building and maintaining a uniform brand image in the Amazon cosmos. We needed to develop an Amazon presence for JBL to reach new shoppers and appeal to loyal customers, while fitting seamlessly into its existing e-commerce and corporate identity.

The main goal of this project was to achieve efficiency and feasibility. Cultivating success not only for the present, but also setting up for success in the future.

A comprehensive approach

We took a comprehensive approach, working to adhere to the Amazon content regulations while staying true to JBL’s international brand image, keeping a customer focus and raising brand awareness and product consideration.

When working with such a large portfolio across multiple markets and categories, it can be complicated to maintain a uniform brand image and to optimise the content in a timely manner. For JBL, we developed a master layout / design guideline with a one-size-fits-all design concept that could be applied to every content type in every marketplace.

This, combined with our Amazon expertise and local insight, allowed us to sustainably push JBL’s performance while creating a strong international brand image. In combination with content creation, we implemented content monitoring to ensure the maintenance of the optimised content.

4 Pillars of Brand Building on Amazon

Efficient & relevant content creation

Consistency

Efficiency

Relevance

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Forms of content

(Premium) A+ Content

Brand Store

Brand building on Amazon: We worked with the designs provided by JBL to maintain a consistent brand image across all aforementioned forms of content.

Amazon JBL Brand building on Amazon

Brand building across products: Our design concept ensured a consistent design across multiple different product types.

Amazon JBL Brand building across products

Brand building across marketplaces: By applying our concept to every marketplace, we built a globally recognised brand image, regardless of which country customers are shopping in.

Amazon JBL Brand building across marketplaces

Monitoring optimised content to ensure continued quality

The energy and resources used to create relevant, optimised content for JBL is only fully exploited when it is monitored. Due to the high possibility of content deviation on Amazon, our optimised content does not always remain as the version that is live.

We implemented content monitoring for the JBL portfolio in order to:

  • Notice the overwriting of already optimised content
  • Quickly detect and correct any changes
  • Monitor and adhere to changes in the Amazon guidelines
  • Keep the intended, optimised content live at all times

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Brand presence and time saved

With the help of FACTOR-A/DEPT®, JBL has built a strong, uniformed brand presence across all products, categories and marketplaces. The content design concept and implementation has boosted scalability and will cut time in half for future product optimisation.

Questions?

Head of Editorial at FACTOR-A/DEPT®

Katharina Lurz

Motorsport Games

Creating digital collectibles for an esports pioneer

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With a staggering audience of 81 million people, the 24H of Le Mans Virtual has established itself firmly as one of the pioneers of the fast-growing world of esports.

Motorsport Games, the developers behind the virtual race, partnered with Algorand and DEPT® to launch an NFT marketplace to sell, auction, and promote iconic moments from the 2021 race as they happened.

A new first for a historic event

As the longest-running endurance race for sports cars, the in-person Le Mans race has amassed an equally long list of historic moments. The 24H race is punctuated by driver switches, pit stops, inevitable mechanical failures, and the transition from day to night. It’s a demanding test for both drivers and their vehicles and the race’s history encompasses everything from major wins to high-speed crashes. 

When the in-person event was postponed in 2020 and Motorsport Games launched the 24H of Le Mans Virtual, the immersive simulation event was designed to have all of the hallmarks of the original—including those same historic moments.

For the 2021 race, Motorsport Games decided to celebrate the return of the virtual event with an NFT collection of these moments. Working with DEPT®, they set out to launch an NFT marketplace to package and sell the race’s historic moments both from its inaugural year and also as they occurred during the race’s second outing.

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Iconic racing moments, now collectible

The 24H Le Mans Virtual NFT marketplace was built using Algomart, the open-source platform on the Algorand blockchain created by DEPT®. We worked with Motorsport Games to take Algomart out of the box and launch their branded marketplace just in time for race day 2021.

Using Algomart opened the door to what otherwise might have been nearly impossible. Building a full-scale branded NFT platform from scratch requires an inordinate investment of time and resources. And, with blockchain technologies still relatively new, most brands don’t have the in-house capability to marry the off-chain and on-chain systems needed to build a blockchain-based marketplace. 

Algomart provided a solution to these issues that looked and functioned like a traditional e-commerce experience. Moreover, it put Motorsport Games in control of creating their own bespoke offering with a tech stack that could scale as needed.

Motorsport Games’ NFT offering consisted of five collections, each representing a world-renowned racetrack, and each containing multiple NFT packs. Much like the NBA’s successful TopShot NFT series, fans who purchased these could “rip” packs to reveal iconic moments of sports history. In the Le Mans case, these moments were captures of the race from the immersive platform created by Traxion.gg.  

Depending on the rarity of the pack and just how iconic the moments it contained were, prices ranged from $5 to $50. But it’s also worth noting that Motorsport Games also released 526 editions of four “common” NFT packs for free, all of which were claimed within a matter of hours.

Ultimately, by taking advantage of Algomart, we helped Motorsport Games successfully enter a new and exciting market that fits the brand of a pioneering esport like the virtual Le Mans race.

An important foundation for the esport revolution

The first collection of NFTs for the 24H Le Mans Virtual was generally well received.

The promotional free packs were claimed quickly and nearly 60% of the total NFTs available have been purchased. Overall, fans were excited to see a sports car race enter the NFT world and even more excited that the Le Mans NFTs would be created on the Algorand blockchain.

By working with DEPT® to create an NFT marketplace, Motorsport Games has built the foundation early for an evolution in esports that seems inevitable. As blockchain technology ushers in play-to-earn gaming and draws more attention to the fast-growing world of esports, Motorsport Games will be able to expand their NFT marketplace accordingly.

Questions?

Director of Web3 at DEPT®

Brandon Aaskov

Star Atlas

An immersive metaverse gaming experience

Star Atlas is an AAA space exploration strategy game and blockchain-driven virtual metaverse. The highly anticipated game has epic graphics, compelling lore, and a forward looking blockchain-based economic model including Play-to-Earn and other DeFi features.
 
The brand is set to revolutionise the future of gaming, entertainment and beyond. Creative studio Hello Monday (part of DEPT®) partnered with the Star Atlas team to build an immersive digital experience to create excitement around the game’s launch.

A portal to the future

Star Atlas, set in the 27th century, combines everything a sci-fi gamer’s heart desires; it’s about space exploration, territorial conquest, and political domination. The teaser homepage features a galactic portal that pulls users right into the Star Atlas metaverse. The colour palette is colourful and light to move away from the traditionally dark and moody sci-fi aesthetic to help Star Atlas stand out in the world of sci-fi gaming.

Galactic navigation

The navigation structure is inspired by the solar system. Hello Monday (part of DEPT®) worked to develop a motion approach and iconography style that felt unique and reflects the Star Atlas brand.

Users can easily download the Star Atlas whitepaper, sign up for more information or click “play now” to visit the marketplace, where they can view the game leaderboard and buy and sell resources and services both in and outside the game. This combination of blockchain based in-game currencies and a fully decentralized, non-fungible token (NFT) asset ownership makes Star Atlas a truly innovative game.

Visualising the metaverse

Users can scroll through various chapters that introduce the game lore, and interact with 3D visualisations of spaceships and planets inspired by the Star Atlas world.

The 3D visuals are rendered as point clouds, a set of data points in space,  alluding to stars in the universe. They needed to be recognisable and visually appealing while staying abstract to help tease for the upcoming game aesthetic. To achieve this look, the Hello Monday team wrote a custom WebGL point cloud shader that gives the illusion of a depth-of-field effect while staying very performant.

The 3D models are made from projecting light rays onto the surface of actual game models, and pre-processed in a custom compression pipeline based on Draco, an open-source library for compressing and decompressing 3D geometric meshes and point clouds.

Star Atlas is among the most talked-about Play-to-earn games. We were excited to help bring the digital experience to life and try to make it just as forward-thinking as the game itself.

Anders Jessen, Founding Partner, Hello Monday

The stars aligned for Star Atlas

The unique immersive digital experience Hello Monday (part of DEPT®) created for the launch of Star Atlas received overwhelmingly positive feedback from both the Star Atlas community and different award juries around the world:

Questions?

Founding Partner, Hello Monday (part of DEPT®)

Anders Jessen

The Drone Racing League

Creating collectibles for a sport at the forefront of digital innovation

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The Drone Racing League (DRL) is the world’s premier professional drone racing property. Millions of fans watch the best drone pilots in the world compete in high-speed, highly competitive races broadcast on NBC, Twitter, and other international sports networks. 

DRL partnered with DEPT® to launch a series of NFT collectibles by building a branded platform on the Algorand blockchain, making them the first brand to take advantage of Algomart.

A reputation for leveraging groundbreaking technology

DRL doesn’t just hold competitions IRL. During the pandemic they launched a full-scale virtual transformation by taking advantage of the DRL Simulator. The cloud-based technology enabled DRL to broadcast live races within an immersive simulation and proved so successful that it stamped DRL as a pioneer of a new era of sports racing.

With the rapid expansion of Web3 and the metaverse, DRL has since partnered with Algorand’s Playground Labs to take digital drone racing a step further with blockchain-enabled ticketing, fan transactions, and, of course, digital collectibles in the form of NFTs. 

After learning about DEPT®’s role in creating Algomart, Algorand’s open source technology enabling brands to launch their own NFT platforms, DRL approached us for help in this endeavour.

DRL Asset1

A non-fungible, first-of-its-kind promotion for a 21st century sport

Building a full-scale branded NFT platform from scratch represents a hefty investment of both time and money. Furthermore, blockchain technologies are still relatively new and finding a team that can marry the off-chain and on-chain systems needed to build an NFT marketplace is tricky. Most brands don’t have this capability in-house, limiting options even more. 

Algomart is a groundbreaking piece of technology in that it provides an out-of-the-box solution to these issues, putting brands in control and enabling them to enter a new and exciting market with a bespoke offering that feels like a traditional e-commerce experience and can scale as needed.

DEPT®  helped DRL take full advantage of everything that Algomart has to offer. We worked with their team to take Algomart out of the box and launch their branded marketplace in under a month. Their first run of 400 NFTs featured fourteen drone pilot avatars created by the award-winning digital artist Metapunks. Of that first run, 387 NFTs were a “common” design and the remaining thirteen were one-of-a-kind “rare” designs.

Rather than releasing their first set of NFTs for purchase or auction, DRL debuted their marketplace at Algorand’s 2021 Decipher conference as a promotional offering. They distributed 400 flyers with QR codes which attendees could scan and find out which of the fourteen designs they had redeemed. 

As a promotional release, DRL’s NFTs symbolized the brand’s place at the head of a first-of-their-kind 21st century sport. Additionally, they provide an exciting, low-risk way for DRL to test the waters for digital collectibles.

The entire ecosystem of blockchain and NFTs is going to bring people closer to the brands they love and open a whole host of new experiences.

Anne Marie Gianutsos, CMO, Drone Racing League

An exciting future

Going forward, DRL has big plans for their NFT marketplace. Recently, they’ve announced their official mobile game, which will allow fans to compete in play-to-earn virtual races for cryptocurrency and NFTs. The game was launched as part of DRL’s partnership with Algorand’s Playground Labs and DEPT® continues to have a role in helping expand the marketplace to include a secondary marketplace.

Play-to-earn games are a much-anticipated part of the future of blockchain. By integrating them with their NFT marketplace, the possibilities for new NFT offerings from DRL are almost limitless and will continue to be facilitated by Algomart.

Questions?

Director of Web3 at DEPT®

Brandon Aaskov

Dequency

Creating the soundtrack to the metaverse

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Dequency is building first-of-its-kind decentralised music licensing marketplace for music and visual creators to connect, collaborate and transact. Built with web3 technology and ethos, Dequency seeks to connect visual creators with recording artists and other music rights holders and provide a simple, transparent, and fun licensing experience. They turned to DEPT® to help bring this vision to life and build the marketplace. 

Dequency 1

Building a decentralised music licensing platform

Dequency aims to build a platform that eliminates third parties from music licensing transactions to increase the speed of payment, reduce fees, and give control of the system to market participants. The Dequency platform will enable music and visual creators to connect and collaborate on NFT art and metaverse content more easily.

Initially catering to on-chain content such as motion graphic NFT projects, video games and metaverse productions, Dequency wants to showcase recording artists offering their music to license and facilitate communication between the parties to foster community. With the ultimate goal of creating a fully-decentralised, trustless music licensing marketplace, Dequency will also provide creators income-generating opportunities with minimum fees and instant payment.

The power of blockchain technology to help streamline music licensing

All visual productions that use music require a synchronisation licence (AKA “sync licence”) negotiated between the copyright owner of a piece of music and the party seeking to use the music. The license permits the synchronisation of copyrighted music to any other type of content. 

Dequency believes that blockchain technology has the power to revolutionise the market for music licensing and create more opportunities for artists. The company wanted to build on Algorand, a blockchain that is known for its environmentally friendly “pure proof of stake” consensus mechanism. Algorand offers quick, efficient and secure transactions on its blockchain.

Licensing of music into film,TV or other applications in 2022 is currently akin to booking travel in 1975; inefficient, rife with unnecessary intermediaries and rent-seekers, and closed off to those unable to get through the corporate gatekeepers.

George Howard, Dequency Co-Founder

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DEPT® is very familiar with building on Algorand, as we built the first white-label, open source platform for launching an NFT marketplace on the Algorand blockchain. And we’ve worked with a number of companies who are looking to launch NFTs or build platforms on Algorand.

Through a series of design and architecture sprints, we helped the Dequency team flesh out their idea. Over the course of five months, we then designed and built an MVP of the product, focusing first on offering up ready-to-sync music for visual projects that are legally licensed directly from the music rights owner, and recorded on-chain. 

Making history

Shortly after the MVP was created, Dequency made history by executing the first-ever sync licence on a public blockchain. “Late Night People” by Goldfish ft. Soweto Kinch was licenced through Dequency’s SmartSync contract for use in Algorand’s Decipher conference, held in late 2021. 

In early 2022, Dequency was also able to raise $4.5 million through an investment round led by Borderless Capital to further build out the marketplace. The funding will go toward building out Dequency’s peer-to-peer function, enabling music creators to upload their work to the platform and directly license for use in visual art projects. 

DEPT® is currently working with Dequency on phase two of the project, focused on enabling music creators and rights owners to host their catalog on Dequency and work directly with visual creators looking to purchase the rights to use music in their projects. 

When Dequency fully launches, the marketplace will be the only option to license music on-chain for blockchain-native content such as motion-visual NFT projects, games, and metaverse productions.

The Dequency platform built by DEPT® facilitates communication and direct transaction between music and visual creators, giving them the opportunity to benefit from this explosion of artists entering the space.

Keatly Haldeman, Dequency Co-founder & CEO

Questions?

Managing Director

Jonas Roland Therkildsen

Merit Circle

Creating the Gaming Community Platform that will accelerate the play & earn industry

Merit Circle - Full Screen

Non-fungible tokens (NFTs) in games are booming. The decentralised autonomous organisation Merit Circle foresees a new era in which gaming not only costs money but also creates financial opportunities. Merit Circle chose DEPT® to be its strategy & technology partner and develop a gaming community platform that brings capital, expertise and players together.

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Next level gaming

Gamers play for fun, to be challenged or to experience a sense of belonging. NFTs bring gaming to a whole new level by adding an earning element on top of this gaming experience and opening up the possibility to easily create open economies . Play & earn blends video games with in-game economics that reward players with NFTs for their performance. Gamers can sell their NFTs in games and across marketplaces to other players and collectors. Ownership of NFTs can also grant access, rights and benefits from reward schemes, live events and early releases. NFTs make certain aspects of games tradeable and turned the play & earn industry into the biggest development in gaming nowadays. According to Alexis Ohanian, the founder of Reddit, 90 per cent of people within the next five years will not play a video game unless they are being properly valued for that time.

Starting in 2021, Merit Circle focuses on developing the play & earn economy and has already gathered a massive community that’s now the most significant gaming DAO in the industry, both in market value and treasury size. To pave the way for future growth, Merit Circle asked DEPT® to create a revolutionary NFT marketplace that will truly make its gamers’ lives better. Specific wishes were to automate the onboarding process for gamers and enrich their community with coaching and education that goes beyond gaming. And finally, to create a clear financial overview with a pay-out function that integrates multiple crypto wallets.

Developing a whole new market

The community is an essential part of the world of gaming, but onboarding new gamers was very labour-intensive. This goes beyond just creating an account: it’s about getting familiar with the concept of Play & Earn gaming, helping with the right set-up of the wallet and game device, choosing the right game and teaching newcomers the basics. In a new platform built from scratch, we automated this whole process while still ensuring every single gamer feels comfortable, welcome and heard. By adding elements of comradery, advice and interaction to the community, we aim to make play & earn gaming more accessible.

Currently, Merit Circle provides thousands of gamers with scholarships to play the popular games Axie Infinity, and Vulcan Forged for free. Making actively participating in the games more accessible to the masses, as for some NFTs, prices can run up to thousands of dollars. In exchange, Merit Circle receives 30% of everything a gamer earns. The community platform supports scholars in all kinds of areas. Scholars and more experienced gamers with the right social skills, so-called coaches, come together here to learn from each other. Progress and achievements are tracked via leaderboards. Coaches not only coach their scholars with game challenges and skill learning but also help with operational processes and educate scholars on crypto, finance and personal development. The platform integrates and facilitates learning, earning and community and forms a significant step towards a competitive and scalable platform in the play & earn gaming industry.

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DEPT®’s approach is unique! There are only a small number of agencies that can fulfil this role within a blockchain scale-up like Merit Circle, as DEPT® is doing now.

Thale Sonnemans, Head of Operations at Merit Circle

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Meeting all the gamers’ needs

The first version of the gaming community platform is set to release early in Q2 of 2022, with more than 30 exciting play & earn games in the pipeline that are sure to attract new gamers. Through open and transparent in-game performance tracking, points for improvement are found and addressed. When the platform is finalised and functioning as envisioned, DEPT® will guide Merit Circle in forming a dedicated team to sustain the platform and improve as the industry evolves. Possible future additions are team play, switching easily between different games and gamification of the whole scholarship process. Merit Circle aims to raise the industry standard by developing a platform that covers everything a gamer could need. With DEPT® in the game, Merit Circle is expected to be a kingmaker in the new land of play & earn.

Questions?

Strategist

Jochem van Rossem

Merit Circle

Developing the leading NFT marketplace for gamers

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Non-fungible tokens (NFTs) are at the heart of Merit Circle, a rising star in the crypto industry. NFTs enable the play & earn economy that Merit Circle focuses on, in which gamers buy and earn NFTs that they can sell and trade. For this, Merit Circle asked DEPT® to develop an NFT marketplace that distinguishes with an experience that is devoted to both gamers and game developers.

By gamers, for gamers

Merit Circle is all about games. Investing, playing, building and now the trading of the assets that power the play & earn economy with an NFT marketplace. For Merit Circle, it’s the final piece in their portfolio that closes the circle. While most NFTs are being bought and sold for their aesthetic and speculative properties, gaming NFTs add a new layer by enhancing the gaming experience. Instead of just displaying your shiny item, you can also use it in a gaming metaverse to slay that terrifying dragon. This allows for its own niche in the crypto industry, one that Merit Circle is set on conquering.


With a massive market share, OpenSea is currently the most dominant NFT marketplace by far. Still, new players with a heavy focus on the gaming industry such as Fractal, are popping up every day. However, what better company to build an NFT marketplace than a community owned gaming DAO, which is already fully tailored towards helping gamers succeed in this space. And on top of that, Merit Circle has another advantage that most competitors lack: the actual content. It has the benefit of being able to leverage a rich network of games, each bringing its own gaming community. To accommodate this expected growth, we built a gaming community platform from scratch that makes onboarding and interacting more user-friendly. At the same time, we developed the NFT marketplace for this community to trade their gaming NFTs.

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Upgrading the gaming NFT marketplace experience

At OpenSea, NFTs for gaming are treated like any other NFTs and every profile looks the same. Creators have few options to display the usage of an NFT in a game, or to tell the larger story behind it, which is essential for the world-building on which games rely. Without these two essential properties, gaming NFTs are mostly considered for their financial history and possible value gain. In a nothing about us, without us approach, we held a series of 1-on-1 interviews with game studios, gamers and investors. In three explorative design sprints, we listened to user experiences, complaints and wishes, and discussed prototypes and new solutions. This way, we learned what would be needed to upgrade the current experience of trading NFTs for gaming. At the same time, we also aspire to address the general issues with NFT trading that we currently see.

Anyone who has taken a dive into the world of crypto, wallets, NFTs and gas fees, can tell you how incredibly difficult it can be to truly get in to the crypto industry. Especially if you are not tech-savvy. The UI is often lacking, and sometimes it’s unclear what is happening or how to get engaged. We decided to meet this challenge head-on with contextual education in an approach called just-in-time learning. Instead of referring users to support forums and FAQ repositories in which they have to find their own way, we provide short explanations and next steps. By applying proven design patterns that users will know from webshops, the user experience becomes smoother. Transparency was another key factor, for which we ensured the fees and value of the NFT are clearly visible. We also worked with Game Development Studios from the very start of the project, which allowed us to lower the threshold for creators and Game Developing Studios to create their own marketplace. The Merit Circle Marketplace will be giving them a good deal of options to customise their own landing pages, enabling them to create a unique environment that fits their identity and needs.

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Wider appeal to the masses

Together with Merit Circle, we firmly believe that a better user experience is essential for Web 3.0 to break through to the masses. With the launch of an NFT marketplace for and by gamers, we aim to move the needle and make the trading of NFTs for gaming more accessible for everyone. Authentic to the Merit Circle brand, and with a clear focus on creating value and improving the gaming experience. Merit Circle has the clear ambition to lead the play & earn industry, and with the addition of this NFT marketplace to its ecosystem, Merit Circle is one step closer to minting that role.

Questions?

Strategist

Jochem van Rossem

Algorand

Verdens første NFT-handelsplatform for brands

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Salget af NFT’er (non-fungible tokens; unikke digitale aktiver) blev på bare et år 20-doblet, fra 13,7 millioner dollars i første halvdel af 2020 til 2,5 milliarder dollars i første halvdel af 2021. Da 2021 nåede sin afslutning, havde markedet for NFT’er nået en værdi på 41 millarder dollars. For at hjælpe brands udnytte NFT’ernes mange muligheder har DEPT® skabt verdens første open source, white-label løsning til lancering af NFT-markedspladser, bygget i forlængelse af Algorands blockchain.

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En kæmpe mulighed i markedet

NFT’er åbner for nye måder for brands at skabe innovation og giver forbrugerne mulighed for at kaste sig ud i digitalt ejerskab og digitale samleobjekter. Men vil virksomhederne for alvor udnytte de muligheder, som digitale aktiver rummer, har de brug for en nem måde at lancere en NFT markedsplads. For at imødekomme dette behov, har DEPT® lanceret verdens første open-source, white-label-løsning til lancering af en NFT-markedsplads, bygget med Algorands blockchain.

NFT’er giver loyale kunder, samlere og investorer mulighed for at eje og interagere med et stykke af et brands virtuelle ejendom. Markedet for virtuelle varer vokser lige nu eksponentielt. Trangen til at samle er et menneskeligt karaktertræk, der har eksisteret gennem århundreder, og derfor repræsenterer digitale aktiver et kæmpe uudnyttet potentiale for brands. Digitalisering og certificering åbner op for, at brands kan skabe nye måder at engagere deres målgrupper og skabe værdi for dem gennem, eksempelvis gennem unikke oplevelser. Og nu åbner digitalisering og certificering for, at brands kan skabe nye måder at tilbyde deres kunder unikke oplevelser. Og potentialet er især stort, fordi virksomhederne konkurrerer om kunderne i et marked, der er 100 % digitalt.

NFT’er repræsenterer desuden bedre fortjeneste for deres ophavsfolk, mere direkte kontakt med forbrugerne og en langt bedre forebyggelse mod svindel, mens det samtidig giver ejerne komplet ejerskab og kontrol. I sidste ende er det grundlæggende en spændende distributionsmetode, som brands kan bruge for at generere ny og øget værdi. 

Desværre er blockchain-teknologien stadig ny, og kompleksitetsgraden samt behovet for ekspertviden gør det ekstremt dyrt og besværligt at starte salg af NFT’er op fra bunden.
Mange virksomheder har brug for en køreklar løsning, der gør det lettere for dem at træde ind på markedet, have tilstrækkelig kontrol til at have et skræddersyet udbud og have en tech stack, der kan skaleres og vokse. Sammen med Algorand, som har været kunde hos DEPT® gennem flere år, øjnede vi behovet for at skabe en lettere adgang til NFT-markedet for at give brands mulighed for at tage styring på deres digitale aktiver og kundernes interaktion med dem.

Hele blockchain og NFT-økosystemet kommer til at bringe folk tættere på de brands, de elsker, og åbne op for en række nye oplevelser.

Anne Marie Gianutsos, CMO, Drone Racing League

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Velkommen til Algomart

For at hjælpe brands med at komme i gang med NFT’er har DEPT® har skabt en platform, der er lige til at gå til: Algomart. 

Alomart er en open-source-platform, der er bygget ovenpå den mest banebrydende blockchain-teknologi fra Algorand for hurtigt at skabe unikke og brugervenlige oplevelser. Algorand er en attraktiv infrastruktur til lanceringen af disse NFT-markedspladser, da den er miljøvenlig og skalérbar samt har lave transaktionsgebyrer.

Algomart stiller kernemoduler til rådighed, som er klar til brug og giver brands mulighed for nemt at skabe nye modeller og oplevelser, uanset om det er at skabe kontakt med kunderne gennem auktioner og digitale samlerobjekter, at skabe NFT’er for at interagere med gamere i metaverset, at tilbyde noget, der kan omsættes til noget i den virkelige verden, eller at blande fysiske og digitale oplevelser. 

Med Anglomart er det let for virksomhederne at gå i gang, da udviklingen og implementeringen af oplevelserne bruger banebrydende infrastruktur som Terraform og Docker. Circle giver desuden brands mulighed for at fjerne nogle af udfordringerne for brugerne ved at skabe og finansiere såkaldte crypto wallets, så de kan betale med kreditkort som ved enhver andel e-handel-transaktion.

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Kortere vej mellem kunderne og de brands, de elsker

Siden lanceringen af Algomart har DEPT® diskuteret muligheden for at starte en NFT-markedsplads med en række virksomheder, fra globale sportsbrands, lotterispil og udbydere af sportsspil samt producenter af mad og drikkevarer.

Motorsport Games brugte Algomart til at lancere sin allerførste NFT markedsplads i forbindelse med deres virtuelle live 24-timers Le Mans-event. På platformen kunne brugerne bl.a. finde eksklusive øjeblikke og kunst.

Derudover blev The Drone Racing League, verdens førende professionelle organisation for drone-kapflyvning, den første sportsliga til at drive en NFT-markedsplads gennem Algorand. Markedspladsen byder blandt andet på unikke 3D-avatarer af DRL’s Algorand 13. pilot, MannyH!MSLF, til brug i gaming og i metaverset. 

NFT’er er eksploderet, da mange af verdens førende brands har fået øjnene op for den rolle, som digitale aktiver kan spille til vidt forskellige formål. Det glæder mig at se DEPT® anerkende potentialet og lancere deres banebrydende platform, som gør det enkelt for brands i højere grad at integrere NFT’er i deres forretning.

David Markley, Director of Business Solutions, Algorand

Spørgsmål?

Managing Director

Jonas Roland Therkildsen

Fritz Hansen

Kurateret content, der kobler inspiration og information

Hero

Virksomheden Fritz Hansen er synonym med dansk design og stolte håndværkstraditioner. Deres møbler er investeringer, der kan gå i arv i generationer, og deres sortiment tæller nogle af Danmarks mest ikoniske klassikere. Samtidig giver et enormt udvalg af tekstiler og finishes kunderne mulighed for at sammensætte netop det udtryk, de søger. Resultatet er et imponerende produktudvalg, der tæller tusindvis af eksklusive varer.

Da Fritz Hansen kontaktede DEPT® var den oprindelige målsætning at give kunderne et nemt overblik over de mange valgmuligheder. Men hvad der startede som ønsket om en konfigurator, udviklede sig hurtigt til en større ambition. Udfordringen var klar: at skabe en moderne digital platform, der var inspirerende, æstetisk og intuitiv – præcis som Fritz Hansens designklassikere.

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Kortlægning af kunderejsen blev startskuddet

Fritz Hansen kontaktede DEPT® med ønsket om at skabe en konfigurator, der kunne vise de talrige variationer inden for hver designserie. For at sikre, at løsningen matchede brugernes behov på alle punkter i købsprocessen, foreslog DEPT® en kortlægning af hele kunderejsen.

Fritz Hansens kundegrupper tæller private kunder og forhandlere såvel som arkitekter, designere og andre professionelle, der arbejder med indretning af større lokaler og bygninger. For at afdække den gode brugerrejse for de relevante målgrupper indledte vi derfor projektet med at udarbejde en grundig customer journey mapping ud fra netop disse målgrupper.

Kortlægningen af brugeradfærden undersøgte den samlede kunderejse med fokus på det danske marked. Gennemarbejdning af tidligere analyser førte til kvalitative og kvantitative undersøgelser for at samle det komplette billede af Fritz Hansens kunder og deres ønsker og adfærd.

Efter talrige interviews med både eksterne designprofessionelle og privatkunder, samt interne medarbejder i organisationen stod det klart, at det nye site skulle målrettes to overordnede kundegrupper: private og professionelle. Mens de private kunder typisk foretager få, men nøje gennemtænkte køb, indkøber de professionelle kunder ofte møblementer til større projekter. Resultatet er – ikke overraskende – to vidt forskellige brugerrejser.

Ud fra de to kundegrupper og -rejser udarbejdede vi et lille konceptkatalog over de højest prioriterede muligheder, og kort efter besluttede Fritz Hansen, at DEPT® også var den rette samarbejdspartner til arbejdet med at realisere de nye koncepter. Det blev startskuddet til opbygningen af et helt nyt site, der kunne understøtte den relativt lange købsrejse, der typisk ligger forud for investering i premium designmøbler.

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En todelt platform

Selv om langt størsteparten af Fritz Hansens omsætning kan tilskrives de professionelle kunder, var det vigtigt ikke at nedprioritere sitet til de private kunder. For som et af Danmarks største designvirksomheder var det afgørende for Fritz Hansen at levere en digital oplevelse, der levede op til deres plads i skandinavisk designhistorie.

Danskerne kender Fritz Hansen som en flagbærer for dansk design og håndværksproduktion. Og det forpligter. For at bevare sin stolte plads i danskernes hjerter, var det klart, at Fritz Hansen skulle møde deres kunder med et digitalt showroom, der afspejler deres designånd. Det skulle være intuitivt funktionelt og æstetisk genkendeligt men samtidig også levere den grad af nytænkning, man vil forvente af en virksomhed, der er kendt for ikonisk design.

Derudover skulle de professionelle kunder, som ofte opererer med enorme projekter og stramme deadlines, have de bedste rammer for hurtigt at navigere sitet og sammensætte porteføljer med filer, inspirationsbilleder, tekniske specifikationer og budgetter. 

Det gav derfor mening at skabe to versioner af sitet: en til professionelle kunder og en til private kunder samt forhandlere. På denne måde kunne vi sikre, at alt content var kontekstnært, inspirerende og relevant for målgruppen og hurtigt løste deres behov. På hvert site illustreres menuer og kategorier derfor med indretninger, der er relevante for målgruppen: eksempelvis kontorer, kantiner og lobbyer for professionelle, men soveværelser, spisestuer og entréer for private.

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En tæt kobling mellem inspiration og information

Fra begyndelsen var det vores ambition at bygge et site, der understøtter brugerne i den relativt lange købsproces, der ligger bag køb af møbler i luksusklassen. Den grundige customer journey mapping gjorde det klart, at nøglen til dette var at tilbyde masser af relevant inspiration.

Vi har derfor prioriteret at vise møblerne i flere forskellige rammer, før kunderne når til siden, hvor de kan konfigurere stolen og enten lægge den i kurven eller finde den i en fysisk butik.

Samtidig har det været vigtigt for os at integrere oplysninger som tekniske specifikationer og mål direkte i inspirationssiderne. Ved at koble inspiration og information tæt sammen har vi undgået at sende kunderne ud på afstikkere til mere faktadrevne undersider og kan i stedet fastholde brugeren i den kreative opdagelsesrejse gennem sortimentet.

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Designet: enkle rammer og innovative detaljerEn tæt kobling mellem inspiration og information

Fra et designmæssigt perspektiv var det afgørende at give Fritz Hansens digitale tilstedeværelse en kaliber, der lever op til deres status som en del af dansk designkultur. Og med et slogan, der lyder “Extraordinary design since 1872”, er rammerne sat.

Den nye platform skulle være inspirerende og have et stærkt visuelt udtryk, der skilte sig ud fra traditionelle ecommerce-løsninger og talte til de designbevidste brugere. Men med en kernemålgruppe, der arbejder med stramme deadlines, var brugervenlighed samtidig en afgørende faktor. Det skabte en central udfordring, for den letteste brugerrejse er sjældent den mest banebrydende. At finde balancen mellem innovation og brugervenlighed var derfor afgørende, og løsningen blev et enkelt design med diskrete, innovative islæt.

Ligesom Fritz Hansens produkter skulle sitet udstråle eksklusivitet. Vi valgte derfor at skabe enkle rammer, der gav plads til produkterne og Fritz Hansens stærke visuelle identitet. Ved at kombinere klassiske, rene elementer med mere moderne brug af whitespace, grids og typografi opnår layoutet et enkelt men karakteristisk udtryk, hvor små detaljer giver minemalismen kant.

For at skabe overblik fremhæves de ikoniske typestole som gateways til de forskellige designserier, og herfra giver den omfattende produktkonfigurator kunden mulighed for nemt at skifte mellem designvarianter, polstringer og farver uden at forlade produktdetaljesiden.

Da farver spiller en central rolle i Fritz Hansens visuelle identitet, har vi bygget et fleksibelt system, hvor de enkelte moduler matcher til det billedmateriale, der er brugt.

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Konfiguratoren

Fritz Hansen ønskede at skabe en konfigurator, hvor deres forskellige brugergrupper nemt kunne opleve alle de mange forskellige løsninger. Den skulle være intuitiv og nem at bruge, men for at imødekomme de professionelle kunders behov skulle den samtidig være omfattende.

Løsningen blev en konfigurator, der til fulde udnytter den teknologi, smart devices rummer: millioner af konfigurationer, 360-graders rotation og muligheden for at se et møbel i sit eget hjem med AR – lige ved hånden. Konfiguratoren er så integreret i brugeroplevelsen, at den fremstår som en del af produktdetaljesiden og giver et brugervenligt overblik over de millioner af renderinger, Fritz Hansens sortiment byder på. Og det skaber både værdi for kunderne og øget salg.

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Et makerspace for brugerne

Det var afgørende at skabe et site, der imødekom det travle professionelle segment, der ofte arbejder under stort tidspres med at forberede pitches og planlægge projekter. For at gøre det nemt at skabe og bevare overblik over flere projekter, tilføjede vi muligheden for at lave projektmapper direkte på sitet.

Med projektværktøjet kan brugerne hurtigt gemme billeder og materialer, så de nemt kan opbygge et portefølje, de kan præsentere for deres kunder. Og fremadrettet vil produkterne også blive gemt på de enkelte billeder for at skabe endnu bedre integration mellem de tekniske oplysninger og det visuelle materiale.

Den nye platform skaber altså ikke bare et generelt overblik over Fritz Hansens komplette sortiment; den giver også den enkelte kunde muligheden for at skabe sit eget, kuraterede overblik ved at opbygge en portefølje med idéer og favoritprodukter. På denne måde er sitet ikke blot et æstetisk showroom men et engagerende og funktionelt makerspace, som alle Fritz Hansens kunder kan bruge aktivt i deres kreative indretningsprojekter. Og dét øger sandsynligheden for, at kundens søgen i sidste ende vil føre til et projektsamarbejde.

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Konklusion

En grundig customer journey mapping blev startskuddet til en intuitiv og æstetisk e-commerce-løsning, som præsenterer Fritz Hansens sortiment gennem inspirerende og informativt content, der er skræddersyet til henholdsvis professionelle og private.

Fritz Hansen og DEPT® er lykkedes med at skabe en intuitiv og æstetisk ecommerce-platform, der giver et nemt overblik over et sortiment, der tæller millioner af unikke produkter. De bærende elementer er en avanceret produktkonfigurator, der er integreret i hver product detail page, og skræddersyet content.

Den tætte kobling mellem inspiration og information skaber en enkel introduktion til produkterne og en glidende overgang mellem faserne i købsprocessen. Og ved at integrere en avanceret konfigurator i produktsiderne har vi skabt et nemt overblik over hver møbelserie, der samtidig engagerer brugeren ved at invitere til at afprøve forskellige udtryk.

Resultatet er en digital platform, der iscenesætter Fritz Hansens møbler i en kontekst, der er relevant og relaterbar for de forskellige målgrupper, og som understøtter deres lange købsrejse ved hjælp af inspirerende, intuitivt og funktionelt design. Med andre ord et site, der emmer af dansk designtradition.

Oplev sitet

Spørgsmål?

Head of User Experience

Bo Bille

SteelSeries

Et dansk brand elskede af gamere verden over

SteelSeries header

Det danske gamingbrand SteelSeries har været markedsleder inden for e-sportsudstyr i mere end 20 år, og deres bidrag til e-sport har ændret gaming for evigt. Brandet kan bryste sig af præstationer som verdens første musemåtte i glas og verdens mest prisbelønnede gamingheadset. Og som om det ikke var nok, var Steelseries ikke bare de første til at samarbejde med e-sport-spillere; professionelle e-sport-spillere har også vundet flere penge med Steelseries end med noget andet brand. Kort sagt har Steelseries for længst cementeret sin position som pionerer inden for e-sportens verden.

Indtil 2021 var Steelseries’ hastige vækst dog primært drevet af deres produkters enorme succes. Det succesfulde brand var endnu ikke begyndt at udforske de gyldne muligheder, der lå i at tage ejerskab over deres brandfortælling og basere den på deres unikke historie og den afgørende rolle, som brandet har spillet – og fortsat spiller – som udfordreren af status quo inden for gamingudstyr til e-sport.

Efterhånden som Steelseries’ 20-års jubilæum nærmede sig i 2021, blev det klart, at tiden var inde til at dele brandets Glory Story. I to årtier havde Steelseries fyret op under gamingindustrien ved at skabe innovative nye produkter, der var designet specifikt til e-sport og passionerede spillere rundt om i verden.

Med tanke på den kontinuerlige tilstrømning af nye gamere verden over satte Steelseries sig for at finde en interessant måde at dele brandets stolte historie. Det blev startskuddet til udviklingen af en brandfortælling, der skulle vise sig at vække genklang hos gamere over hele verden. Sammen med Steelseries udviklede vi en kampagne, der forvandlede 20 års brandhistorie til en 20 % stigning i brand-awareness.

Strategien: at udvikle annoncer, som gamere vil dele

Det stod klart for både Steelseries og DEPT®, at brandets historie var en guldmine af uudnyttede vækstmuligheder. Men før vi gik i gang med at udforske de to årtiers materiale, måtte vi først forholde os til en række udfordringer. De centrale spørgsmål var:

  • Hvordan skaber vi en engagerende historie, der ikke kammer over og bliver kedelig og selvfed?
  • Hvordan udvælger vi strategisk de rette historier eller præstationer at fokusere på?
  • Hvordan kan vi bedst kommunikere de gode historier til gamerne, som ikke har for vane at se 30-60 sekunders reklamer på flow-TV?

Først og fremmest måtte vi finde måder at kommunikere med forskellige typer af gamere. Det stod klart fra start, at relevans var nøglen til succes. For at drive og fastholde gamernes interesse måtte vi finde de rette budskaber og dele dem på de rette kanaler.

SteelSeries- social ads

Løsningen: ad sequencing med skræddersyede fortællinger

For at skabe spændende content, der appellerede til de rette målgrupper, valgte vi at fokusere på tre elementer: at hyre førende kreative talenter, at udvælge to kernemålgrupper og at bruge ad sequencing til taktisk storytelling.

Stærke kreative talenter

Det var afgørende at sikre, at kampagnen ville føles nøjagtig lige så cool som de digitale verdener, som gamerne var vant til at færdes i. Steelseries hyrede nogle af branchens dygtigste kreative talenter til at portrættere den verden, som gamere kender og elsker: spillet.

Smart targeting for smartere storytelling

Vi identificerede to kernemålgrupper og skræddersyede narrativerne i brandfortællingen til dem:

  • PC konsol-gamere: Vi viste dem, at vi forstår dem, og at Steelseries er, altid har været, og altid vil være, et brand skabt af gamere for gamere. Det blev visualiseret gennem en serie af gaming-øjeblikke, der får gamere til at føle sig glorious. Vi viste dem også vores lange række af innovationer inden for gaming, og hvordan vores produkter har gjort spillere over hele kloden endnu bedre.
  • E-sportsgamere: Vi viste dem vores enorme engagement, støtte og dedikation til e-sports-fællesskabet, med udgangspunkt i det faktum at professionelle e-sportsfolk har vundet flere penge med SteelSeries end med noget andet brand.

SteelSeries user journeys

Ad sequencing til taktisk storytelling i gamernes digitale verden

Efter at have ridset vores hovedidé op og planlagt, hvordan budskabet skulle skræddersyes til hver målgruppe, ville vi sikre, at vi ikke bare mødte gamerne på deres foretrukne platforme men også viste dem exceptionelt content. Kampagnen skulle være mere end bare en almindelig reklamekampagne. 

For at fange gamernes opmærksomhed og få dem til at se med gjorde vi brug af førsteklasses visuelt content, stærk storytelling og vovede budskaber som “if you suck, that’s a problem we can’t solve”. Tidlige test af reklamer, der ikke kunne springes over, viste dog, at de ikke havde den store effekt, vi havde behov for. Det var derfor nødvendigt at finde en anden taktik til at prikke til gamernes nysgerrighed. Ved hjælp af ad sequencing på YouTube kunne vi inddele vores fortællinger i kortere segmenter og omsætte dem til sekvenser, der blev skræddersyet til den enkelte målgruppe for at øge chancen for at fange deres opmærksomhed.

Hvis en gamer sprang en reklame over, brugte vi desuden skræddersyede beskeder baseret på gamerens seneste interaktion med vores content med budskaber som “we know you skipped our last ad, but you’re really missing out”. Som resultaterne hurtigt viste, gav kombinationen af ad sequencing og skræddersyede beskeder en væsentlig højere sandsynlighed for, at gamerens opmærksomhed blev fanget og resten af sekvensen blev set.

SteelSeries comments

Resultaterne: 85 millioner visninger og en 20 % stigning i brand awareness

Et år senere er kampagnen blevet set mere end 85 millioner gange på tværs af 30 lande. På tværs af de sociale medier udtrykker gamerne deres kærlighed til kampagnen med hundredvis af begejstrede kommentarer som “the first ad I’ve watched in its entirety” og “this is the mother of advertisements”.

Resultatet er klokkeklart: med en 20 % stigning i brand awareness overstiger effekten YouTube og Facebooks benchmarks markant. Med Glory Story-kampagnen er det lykkedes for Steelseries at bruge 20 års brandhistorie til booste brand awareness hos deres kernepublikum. Og det er kun begyndelsen, fortæller SteelSeries’ CMO Kathryn Martinez:

“Det har været fantastisk at se, at vi har en historie, der er værd at dele. Det var et sats at springe ud i det, men takket være denne kampagne ved vi, at der er et publikum derude, der virkelig gerne vil høre fra os. Og vi har meget mere på hjerte  – der er mange flere baner i det her spil.”

SteelSeries insta

Spørgsmål?

Account Director

Victor Marcus Lunde

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