5 min read

BIMA Award for Primania


During the night of September 15, the eyes of the entire British digital & media sector were looking at London to follow the UK’s longest standing and most prestigious competition for digital projects – the BIMA Awards 2016. The award in the ‘Web Design and Build’ category went to the Primania – a fashion website designed by MullenLowe Profero and implemented by intive for Primark.

The level of the competition was very balanced; all the shortlisted submissions had an outstanding design and software architecture. So we are very proud of the distinction. For us, it is confirmation of a job well done.

Sebastian Lekawa

SVP and Chief Sales Officer

intive and MullenLowe Profero began a cooperation with Primark in 2013, and after several months of intensive work, the new Primark website was launched at the beginning of 2014. The Primania is an integral part of the whole website, the idea for that unique subsite focus on providing growth in product awareness and increasing loyalty to the brand. The Primania subside is unique by making content generated by fans play such an important role in the whole site lifecycle. Observing the digital behavior of Primark fans mass-sharing their everyday look, it was able to create a real-time space for a community of fashionistas who want to share and comment on it. The result was amazing – more than 10,000 user-generated looks created by authentic fashion geeks, a massive rise in time spent on the site and engagement with the brand.

The website was developed in .Net technologies, has an extremely scalable cloud architecture, and the site fully adheres to Responsive Web Design principles. Owing to the Agile approach the project team was able to fully adapt to the requirements refinement as the understanding of the audience grew. As a result, the new website was subsequently rolled out in over 10 countries and today it entertains millions of visitors per month. Nowadays, intive provides 24/7 support, ensuring zero-downtime across the whole globe and top notch performance even during the highest traffic peaks.

The BIMA Awards (British Interactive Media Associations) are the most important and prestigious digital awards in the UK. With over 30 years of tradition, the annual competition produces the very best of British digital. Short-listed projects are awarded in 33 categories across various sectors and disciplines.

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