Taco Bell came to R/GA because their site, tacobell.com was unusable and was not getting return visitors. They were looking for an agency to redesign it and turn it into a destination. We found that the splash page did not direct the user properly, the original navigation was difficult to use, and the products were poorly categorized and without pictures.
We needed to put mouthwatering images of Taco Bell foods on the site and to create a reason for customers to come back. Since there was a surgence of mobile use in our target audience, we tied in on-the-go activities to the site and reinforced participation with social media.
Ultimately the small pitch team won the Taco Bell work for R/GA as they were thoroughly impressed.