The Grand Appeal team came to us with an exciting proposal – to help them with their unique new project, Gromit Unleashed.
The Grand Appeal and Aardman animations unleashed 80 giant fibreglass statues of the nation’s favourite canine all over Bristol for 10 weeks to raise funds for Bristol Children’s Hospital.
When the event was over, they wanted to auction off the giant Gromits, and sell event merchandise, including the smaller collectible figurines, through a custom built eCommerce site.
The site needed to be fun as well as perfectly functional, with a mobile app that allowed the 1.18 million Gromit hunters who visited the city over the summer to locate the Gromits on the trail.
As well as keeping fans updated on the latest Gromit news, the site’s main focus was to engage visitors and encourage donations, as well as raising money through merchandise sales.
What we did
We put together a complete digital strategy including website design & development, social media and a mobile app.
We integrated all digital platforms in order to support and maximise marketing exposure and to encourage users to engage and interact in the build-up to, during, and following the event. Due to the on-going nature of the event, we also built the site to support regularly changing content.
Working closely with Aardman to ensure the Wallace and Gromit brand worked consistently on both the site and app, and after extensive user testing, we built a bold, fully responsive site and the Detect-O-Gromit app (that’s right, DOG for short!) which linked to an interactive site leaderboard to log the Gromits spotted on the trail.
When the event was over, the site supported the auctioning of the giant Gromits, and its robust eCommerce capabilities meant they could easily deal with excited Gromit fans demands for the collectible hounds.
Mobile App Detect-O-Gromit
Working closely with Aardman Animations, we perfected a mobile app that echoed the recognisable feel of one of Wallace and Gromits own cracking inventions.
We used GPS tracking and Geo fencing to enable Gromit hunters to check their distance from each dog on the trail, and to log and share achievements automatically on the website leader board. We enabled users to watch videos and view information on the artists, as well as being integrated to social media platforms. Our in house UX pros also ensured it was user friendly, eye catching, interactive and worked across Android and iOS platforms.
People loved it! The Detect-O-Gromit reached number one in the iTunes app store.
Fully Responsive Ecommerce Website
We designed and built a fun, user friendly site with visuals that were recognisably affiliated with both Aardman and The Grand Appeal branding, while standing out as a cracking website all its own.
We built a fully secure eCommerce platform where Gromit fans could buy merchandise including soft toys, t-shirts, and hand painted figurines. We also added a ‘collectors club’ where dedicated collectors could get the lowdown on new release figurines before the general public. The popularity of the Gromits meant building sophisticated back end integration to deal with demand.
In order to give The Grand Appeal freedom to update the site with news and announcements, as well as raise money from donations and the online shop, we incorporated uCommerce capabilities into the Sitecore platform. The online store ran alongside the gift shop in central Bristol, and gave online customers access to vouchers, offers and related products. We incorporated a ‘timed baskets’ function due to the limited availability of the Gromit figurines. The site was also fully responsive, meaning all 80 colourful Gromits looked perfect on every device.
Nuts & Bolts How Gromit Unleashed worked perfectly
Lauren says...Lauren Howard, The Grand Appeal
"We are hugely grateful for everything Element78 have done for us in creating 3 fantastic websites and coping with the frenzy that is Gromit Unleashed"