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Project Overview
Coles Magazine for iPad is a beautiful, rich and interactive magazine that goes beyond the standard magazine title to being a useful meal-planning tool and the ultimate cooking companion.
Project Commissioner
Project Creator
Team
The Coles Magazine App is a collaboration between Oomph, Bauer Media and Coles. Oomph made significant custom developments to their existing tablet magazine platform (outlined below) and the Bauer team provides the content and design ongoing.
Project Brief
Coles' briefed Bauer and Oomph to create a tablet magazine that would bring their recipes and lifestyle content to life and truly make meals easy to plan, purchase and prepare from a tablet!
The functionality of the app has been built using deep customer insights, helping people know what to cook, how to cook it and how to plan their day. The result is a beautiful, rich and interactive magazine that goes beyond the standard magazine title to being a useful meal-planning tool and the ultimate cooking companion.
Project Need
Many tablet magazines are basic PDFs or offer interactive design without true functionality that makes the content useable in other ways.
The Coles magazine was built to include custom functionality that has turned it into a robust meal-planning tool that still has the richness and beauty of reading a world-class magazine - a world-first.
Additionally, Coles print over 2.5million copies of their print magazine, distributed through Coles Supermarkets and available online. Many stores have run out in just a few days. The challenge was to provide Coles customers with an easily accessible magazine without extending the print cost. However, Coles wanted to create something special, that went beyond traditional print and provided a real service to their readers.
User Experience
The app navigates like a magazine but with significant custom functionality, including:
- Voice-activated cook-mode (recipes are redesigned to read larger on the screen and users can prompt screen changes with their voice to keep food off their device!)
- Email ingredients (users can email themselves or someone else a full HTML email of all recipe ingredients)
- Native meal planner (the app has a native meal planner that allows users to take recipes from articles and place them into a calendar schedule)
- Native shopping list (the app will generate shopping lists based on ingredients listed in an article)
- Native favourite folders that allow people to collate and share their most popular recipes.
Customers love the features and we receive constant feedback including this one:
I love this app, it is my go to kitchen/shopping companion and I'm genuinely excited each month when there is a new magazine released. I particularly love how I can manage our weekly meal plan and shopping list all in one app, we simply take the iPad with us to Coles to do our shopping using the list straight from the app (the kids love going around ticking everything off for me).
The app includes a clear educational page at the beginning of each issue, explaining the iconography. All icons are simple and clear and contained within each article.
Project Marketing
Coles employed a significant marketing strategy that has been recognised by Apple as a market-leader. It was named in Apple's App Store's Best of Newsstand 2012 and was rated as being in the top 2% of periodical apps worldwide by global app ranking service iMonitor (run by McPheters and Co in New York). It is the most downloaded iPad magazine in Australia and shows no sign of slowing down with significant redevelopment to be launched in the upcoming months to cater for iOs7 and an enhanced functionality that will connect our reader to other key Coles digital assets. It is rated 4.5 stars from over 1500 in the app store,
Promotions include:
- Print magazine cover wraps with an iPad device around the cover for launch
- In store point-of-sale promotion on product shelves
- In store radio promotion
- Promotion at point-of-sale screens
- Promotion in Coles' EDMs and main website
Cooking
This category relates to applications concerning cooking information and recipes.
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