Best by Chefs for IE ArabiaOverview
Best by Chefs, the product of a collaboration between Al-Bayan newspaper and Internet Explorer Arabia, is an interactive online experience for food lovers, designed to showcase the beauty of the new Internet Explorer 10.
This was a project we were involved in at every step, from initial creative strategy to curating the site content, designing and developing the bilingual HTML5 site, and incorporating social media elements. The initial challenge was to create a highly-engaging online experience that would showcase and promote IE10.
We came up with the idea of an online lifestyle app that would have broad appeal for target groups in the Middle East, including UAE, KSA, Qatar, Egypt and Morocco. We wanted to wow users with a simple-to-use yet impressive demonstration of the new qualities and possibilities of the browser – fast, fluid, perfect for touch – but also create an app that would also be a meaningful addition to the online user's daily life.
The curation of the site content (recipes and images) was a major aspect of the project, requiring 500+ recipes. We managed this by partnering with Shamlola, a leading cooking site in the Middle East. Users can also submit their own recipes and images so new content is user-generated.
The HTML5 site was delivered in both English and Arabic, and deployed to a further 6 microsites for partner media outlets Al-Bayan, Alriyadh, Al Sharq, Ahram, Hiba Press, Emarat Al Youm. This called for a carefully coordinated programming effort and quality assurance plan to ensure the app worked perfectly across all sites.
The DesignThe Result
We designed a highly interactive experience which taps into current lifestyle trends – primarily food but also visual communications and social media sharing.
The site is designed to be a 'game-changer' on all levels. As a recipe site it's a departure from the way recipes are usually presented. As an interactive IE10 experience it's a first that is designed specifically for the Arabic markets.
Geometric panels that display the functional elements in a distinctive way without detracting or distracting from the focus of the page.
The swipe bar
The swipe bar which allows the user to move smoothly forward or back through the recipe steps.
The chef iconography used in site graphics and other creative assets.
How it worksThe Result
Users can access the site via the specially created Facebook tab at IE Arabia's Facebook page, and a banner link at partner homepages.
Users select Arabic or English and can then navigate (drag, drop, swipe, click and tap) through the site to:
- Browse recipes from Shamlola or 'Community Chefs'
- View recipes in full or step-by-step
- Like, Tweet, email, bookmark, print or send recipes to a calendar
- Heart (vote for) favorite recipes
- Post comments to Facebook via a site tab, that will show in the Facebook tab
- Submit recipes
- Share the site
- Download IE10
The process— technical notesTechnical Notes
We began by building the interactive grid animation central to the overall concept.
The ResultThe Result
More than a benchmark site, Best by Chefs is a 'game-changer' digital experience that successfully achieves multiple objectives.
The site supports both global and local marketing strategies and further positions Internet Explorer Arabia, Al-Bayan and all brands involved as engaged, innovative and 'in-touch' global leaders.