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WebAward winners were judged on each of seven criteria -- design,innovation, content, technology, interactivity, copywriting, and ease of use.
The "LIVE Outside the Bottle" site was developed as part of a largerunbranded PR campaign sponsored by Cephalon and its product, Vivitrol. Thesite strives to increase awareness of alcoholism as a medical condition thatcan be successfully treated and is equipped with tools such as an alcoholismscreener and a physician locator to help connect patients to potentialtreatment. This site was lauded by the judges as having the tone and contentthat was "very appropriate," scoring 67 points out of a potential 70 points.
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In the case of Teen Dance, Rosetta's Personality(R) research isolated thekey life events where contact lens consideration reaches a peak, and on thebasis of this insight developed an interactive, animated experience focused onjust such an event -- a teen dance. Visitors engage with characters at thedance while being driven to register for a Free Trial, resulting in a 69% liftin purchase conversion. The panel awarded the Acuvue Dance Party a winningscore of 63.5 points out of a potential 70 points for messaging, tailored tothe target audience, in addition to effective use of technology, good designand graphics.
The Viking River Cruises site was developed to engage high-value targetCruise Personalities(R) during their vacation planning experience. Thisapproach maximized consumer interest, simplified the site experience andincreased bookings delivered through the Internet channel. Highlights includea Cruise Finder AJAX-based application and an in-depth cruise exploratory.Judges praised the Viking site for "great use of photography and white spaceto create the leisurely sense of calm" that the target consumer is seeking.Judges also complimented the navigation as "intuitive, simple,straightforward," and went on to singling out the site's cruise finder as ahighly effective tool.
"We are extremely proud to have this client work be recognized by the WebMarketing Association," said Christopher B. Kuenne, President and CEO ofRosetta. "Each of the winning sites demonstrates the power of understandingtarget consumers' beliefs and preferences and then converting that insightinto tailored web content and design."
About Rosetta
Founded in 1998, Rosetta combines its Personality (R) based insights onthe drivers of brand choice and category usage with its innovative digital andprofessional sales execution to achieve breakaway business results on the web,in call centers, direct mail, and face-to-face selling. Earlier this month,the firm announced an investment by Lindsay Goldberg that will provide a $250million capital line for acquisitions, allowing Rosetta to strengthen itscurrent capabilities and to hire and acquire additional capabilities that willenhance Rosetta's position as the pre-eminent firm in delivering measurablysuperior Personalized Marketing.
About the Web Marketing Association
The Web Marketing Association is the producer of the WebAward Competition.Now in its 11th year, the WebAwards is the premier annual website awardcompetition that names the best Web sites in 96 industries while setting thestandard of excellence for all website development.
For more information about Rosetta's Personality Marketing solution,please visit http://www.rosettamarketing.com .The winning Rosetta sites were: -- Best Health Care Website -- "LIVE Outside the Bottle" -- http://www.liveoutsidethebottle.com Client -- Cephalon/Alkermes -- Outstanding Website (healthcare category) -- ACUVUE(R) "Dance Party" -- http://www.da
