British oil brand Duckhams enlists The Bigger Boat to drive international web project

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Integrated agency The Bigger Boat has announced that it has launched the first of a global roll out of 25 websites throughout Europe, the Middle East and Asia-Pacific, for the famous British engine lubricants business, Duckhams.

Duckhams has been a fixture of the UK motor industry since 1899, and has been used by car manufacturing giants such as Morris, Bentley and Rolls-Royce. It has provided products for modern, industrial and classic cars, as well as Formula 1 racing teams.

The Bigger Boat was brought aboard to create a contemporary website which focused on the organisation’s 122-year history, engaged a new business audience, and helped garages swiftly find the correct Duckhams oil for their customers – just by typing in a car’s registration number.

Alongside a heritage timeline, impactful imagery, bold animations, an interactive UK map and simpler navigation, users are now able to quickly print out recommended oil reports for customers, ensuring a personalised shopping experience.

Since the new site was launched, year-on-year traffic is reportedly up 87%, there has been a 10% uplift in organic traffic, and the ‘Find My Oil’ page accounts for nearly 20% of all page views.

With the British website now having been successfully launched, preparations are now underway to continue the roll out of a further 24 sites across the globe.

Alison Lee, account director for The Bigger Boat, said: “The new design has been very well received by a growing number of UK garages and stockists who particularly like the ‘Find My Oil’ function, as it’s quick and easy for them to get accurate results.

“We knew it was also important to celebrate the organisation’s incredible history which truly sets it apart from competitors. However, the look also had to be modern, forward-thinking and meet the needs of two distinct audiences – existing businesses that required re-engaging and brand-new consumers.”

Duckhams CEO, K.R. Venkataraman, added: “The Bigger Boat handled the job meticulously and engaged with Duckhams at various stages so that all stakeholders were brought into the loop.

“They showed enormous resilience and patience throughout. We now have a final product that all at Duckhams can be proud of, and we’re confident this will have a positive impact on all those who continue to visit our website and interact with our brand in future.”

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