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Hansa takes CRM online
In line with its new image, Hansa Pilsener has launched its own website inviting consumers to 'Explore the Soul of a Pilsener'. The site provides visitors with a glimpse inside the Hansa Pilsener brand - where it comes from, what it is, and what makes it so special in the eyes of its drinkers.
Conceptualised and designed by Ogilvy Interactive Cape Town, working in collaboration with Aquaonline, www.hansa.co.za is quite different to any other websites in the beer category, which tend to be linear in their design.
Assistant brand manager Peter Flemmer says: "We wanted to create an avenue for better connection with our consumers. The website provides us with another opportunity to communicate with our Hansa Pilsener drinkers, but on a more direct, one-to-one level."
Jason Cumming, account director at Ogilvy Cape Town, adds that the site aims to be more of an 'experience' than the average product website. In addition to providing the necessary information, such as brand history and news, the website is an experience in itself and aims to provide visitors with the feeling that they're exploring the 'soul' of the brand. 
"As part of the Hansa experience, the website needed to fit in with the brand's philosophy of highlighting that which is special within yourself."
The site also provides visitors with ample opportunities to speak their minds and express their views - whether that's on the brand as a whole or on the campaign.
Cumming says through this interaction, the site will be built into a CRM tool, an avenue through which the brand can build and strengthen relationships with its customers.
