South American home store chain Sodimac wanted to send an email to their customers showcasing products available at their store. But there was a problem, most email providers (Gmail, Yahoo, Outlook, etc.) block received images by default, turning product pictures into blank HTML divisions until you click on ‘display images’.

The Idea:

Sodimac and their creative agency Liquid (Peru) observed that these HTML divisions bear a striking resemblance to a house blueprint (or a floor plan). They decided to transform this technical restriction into a creative opportunity and create an HTML blueprint that would transform into a real house when the user clicked on ‘display images’.

The Execution:

The technology team designed a 3D house, exported the top view and divided it using 870 slices and 15 shades of grey. They inserted 51 product urls and sent out this “blueprint of the house of your dreams”. When customers clicked on ‘display images’, the blueprint would transform into the top view of a real home furnished with products available at the Sodimac store. The product images were linked to their corresponding pages on the website so users could buy what they liked.

Check it out in action below:

Most of us at Digital Synopsis are from a design background and it’s always good to see the use of visual innovation to tweak conventional mediums and deliver a high impact message. Kudos to Sodimac and their agency. Share this post and voice your views in the comments below.



