Update: The site has been taken down for a bit... so I guess we can just call these screengrabs "exclusive spy shots" (b/c I'm so damn important)
...but what can I say, the new Pontiac.com gets me giddy. The redesigned, rewritten, re-everythinged site launched today after months and months of work by a tireless and tenacious team of some of the brightest people I know.
The new site boasts a ton of fresh dynamic features - my favorites being 1) the ability to save information that's of particular interest to you (favorite vehicles, nearby dealerships, etc) and 2) the myriad ways users can narrow down their vehicle searches.
Customers can even search by the monthly rate they’d like to pay, which is probs the tool I’d find most helpful. Oh, and also, users engage in all this so-called “narrowing down” by sliding a fun little do-dad (see photo above). The whole process is very quick, clean and intuitive.
But from the copywriter on the account’s perspective, I think the coolest thing about the new site is its enhanced visuals and voice (haha, of course I’d say that). Say what you want about Pontiac, the brand's got identity. It’s got presence. And I think that the peeps at Pontiac should be commended for their willingness and enthusiasm to push that voice to its farthest limits (which, in turn, not only made my job easier, but also infinitely more exciting).
First, the animation and copy on the home page is true-to-form Pontiac: bold and in-your-face.
Second, the flash animation and Pontiac-y highlight tiles on each vehicle’s Model Overview page (here's the '09 Vibe for an example) really work to envelope the user in that “rockin’ out” Pontiac voice.
And finally, no question the new Pontiac.com voice's pièce de résistance is the Experience Pontiac section, which houses all content related to Pontiac culture (music, sports, photos, history, original video content, promotions, etc). This section of the site really uses language, visuals, and supporting content to bring Pontiac's brand identity to the next level.
So there’s a little scoop on the new Pontiac.com from (one of) its copywriters. In my opinion, the new site is more Pontiac than Pontiac... what does that mean? Is it a good or bad thing? Well - that's up to you.