Bringing the Long Idea to life
Christmas comes but once a year, and for one busy Sydney advertising agency it starts in around March. For the last 23 years BMF has successfully handled strategy and creative advertising for many clients, and for the last 18 years, has managed TV, print, and radio, as well as point of sale, social media, catalogue, and online for retailer ALDI. Recently, building one particular channel—ALDI’s website—got a very welcome shot in the arm thanks to Adobe XD, the user experience design and prototyping application within Adobe Creative Cloud.
BMF’s positioning is the Home of the Long Idea. That means looking at ideas that will last over time, to deliver results and meet its clients’ objectives. This approach informs whatever work—big or small—the agency’s projects call for in the foreseeable future.
With creative advertising, brand strategy, campaign development, design, digital, direct marketing, and a photography studio all in house, BMF crafts and deploys the brand messaging for many of Australia’s biggest companies. Established in 1996 with the aim of being a world-class agency that happens to be based in Sydney, it’s been the recipient of many major awards in advertising.
According to media research firm Roy Morgan, ALDI has become Australia’s most trusted brand, and this accolade is largely due to the creative and effective advertising by BMF and the fun, quirky tone of voice the agency has developed for the retailer.
The most recent Christmas campaign, which ran across all traditional and social media as well as ALDI’s website, has been very well received. With Adobe XD, BMF saw an opportunity to better present the new campaign on the website during development, not just with ALDI but also to internal BMF stakeholders: account management, creatives, and programmers. “Selling website ideas to clients can become a bit tricky, because web design isn’t something they do, so it can be hard for them to imagine what it might look like,” says Retail Studio Lead David J. Cook.
Now, Adobe XD lets ALDI navigate the interactive wireframe like it’s a finished website, so it’s easier to see how the visitor experience works in a live environment. “Most of the time, all we can give clients is a slideshow deck or PDF of layouts to flip through,” he says. “This makes it much easier for them to navigate. Adobe XD has not only transformed the client presentation and approvals process but also the storyboarding process inside BMF as the content comes together. Adobe XD is essentially a wireframe on steroids.”