World Gold Council
The World Gold Council and AKQA developed a segmentation approach inclusive of gold’s widest possible audience and involved the questions and apprehensions of these potential investors in character development. The website allowed audience members to receive more detailed information and tools corresponding to their interests, questions or apprehensions.
Meet the Auburns
I was responsible for the design of the Meet the Auburns website to work alongside the series of films produced by AKQA.
Through a set of 14 films, six radio spots and an accompanying digital experience, Everyone’s Asset breaks down the benefits of investing in gold. The Auburns democratise the knowledge of key benefits, creating a judgement-free, inclusive experience, an entertaining start to anyone’s gold-buying journey.
The World Gold Council and AKQA developed a segmentation approach inclusive of gold’s widest possible audience and involved the questions and apprehensions of these potential investors in character development.
The website experience is a continuation of numerous visitor journeys. Here, audience members who identified with a particular Auburn will receive more detailed information and tools corresponding to their interests, questions or apprehensions.