Case study
Hamac Qualifying the enquiry before the first call
An advertising broker whose inventory lives in places rather than in panels. We built the site that sorts that offer into two families and collects quote requests that already say which medium the advertiser wants.
The context
Hamac is an advertising broker based in Madagascar. Its inventory is not a catalogue of panels: it is a network of places. On one side what moves — taxi-be, Bus Class, Bus Cotisse — on the other what waits: bus shelters, coach stations, a sports ground, a shopping centre.
That range is also the problem. An advertiser discovering the broker does not yet know which of those media concerns them, or what one costs next to another. The first call therefore opens with a run of questions the page could have asked instead — and while it does, nobody is talking about the project.
What we produced
An offer sorted into two families
Rather than list the sites, the page groups them: moving visibility and fixed visibility. Two cards, two logics of exposure — being seen while travelling, being seen while waiting. Each family names its media explicitly, which lets a visitor recognise themselves in seconds instead of reading through a list.
The rest of the page holds the same contract of clarity: three reasons to choose the broker, a three-step process — scoping, production and sign-off, installation and reporting — and the brands already on the network. Nothing that doesn’t help someone decide.
A form that does the qualifying
This is the heart of the job. The quote request does not settle for a name and a message: it asks for the company, a phone number in Malagasy format, the NIF/STAT registration if the prospect has it to hand, and above all which media they are interested in, ticked from the two families set out above.
A ticked box beats a sentence someone has to interpret. Before opening the conversation, the broker knows whether this is about wrapping a taxi-be or a presence in a shopping centre.
A routing, not an inbox
Every request goes into automated handling that structures it and passes it to the team, rather than another form washing up in a shared mailbox. An anti-robot check protects the send: the form is the site’s commercial front door, and it could not be the front door for spam as well.
What it changes
The page does not try to sell out-of-home advertising — it makes a broker legible to someone who has never bought any. What reaches the team is no longer “a request for information” but a need already placed: an advertiser, a medium, a project.
The first call can then open with the only question that matters: when.
In pictures
How it looks
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The offer fits into two families, and the page never asks the visitor to work out which one applies to them. 
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The quote form: the medium you want is a checkbox, not something to explain over the phone. 
More work
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