Competitors landscape
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  • 1. AD SPEND EUROS 000 Germany UK Italy Spain France Scandinavian Benelux + CH Total 2006 2007* 2006 2007* 2006 2007* 2006 2007* 2006 2007* 2006 2007* 2006 2007* 2006 2007*MAZDA 209 1415 599 793 493 276 1486 161 5 1 205 96 223 240 3220 2982KEY SETALFA ROMEO 655 962 252 21 1286 331 593 93 710 0 46 18 80 254 3623 1678AUDI 1511 2475 424 196 142 45 179 176 165 269 199 569 173 96 2793 3826BMW 3039 2115 1758 455 1457 392 566 145 224 567 17 102 309 197 7369 3974HONDA 1711 555 655 1239 262 166 206 84 593 728 542 542 49 203 4020 3516NISSAN 2329 2052 5405 4551 450 497 1982 429 2507 1501 341 1002 220 176 13234 10207TOYOTA 16508 12160 6910 2372 241 64 921 681 175 124 1164 641 1506 524 27424 16566 TOTAL 25753 20319 15403 8834 3838 1494 4448 1607 4373 3189 2310 2874 2337 1450 58462 39767EXTENDED SETCHEVROLET 901 900 115 180 433 147 2 61 177 646 51 93 66 277 1746 2305CITROEN 576 1001 130 378 30 4 7853 4076 1014 1929 158 614 597 230 10359 8232FIAT 314 438 446 248 1753 1271 5 181 7 0 2 3 317 198 2843 2338FORD 1157 764 5636 3128 321 145 11047 2885 2049 993 635 571 495 324 21339 8810LEXUS 3842 5856 217 506 1 1 203 52 84 32 149 81 192 78 4688 6606MERCEDES-BENZ 2470 5037 626 1038 453 331 23 59 940 204 89 119 719 388 5319 7176MINI 1222 275 338 150 698 124 69 221 159 0 0 142 3 2621 780MITSUBISHI 394 92 4433 2233 187 18 60 0 27 280 294 672 64 186 5458 3481OPEL 5553 6167 2611 2534 2166 715 1856 31 883 2360 257 499 2164 1868 15490 14173PEUGEOT 367 4052 4481 8153 1459 1132 2311 711 4529 3675 616 261 784 1429 14547 19412PORSCHE 75 178 1 22 19 3 0 0 0 44 0 0 5 0 100 247RENAULT 36637 49615 4190 11917 3136 1236 11653 1497 4015 4415 427 28 1516 1075 61576 69783SEAT 1321 878 867 357 903 701 10356 1341 425 457 98 226 163 166 14133 4125SKODA 399 744 424 83 84 40 10 132 3 540 2227 1121 254 134 3401 2795SMART 526 446 85 163 286 151 1983 23 362 226 0 0 374 237 3614 1245SUZUKI 296 1042 4217 1594 1 0 3 14 17 1 4534 2652VOLVO 856 1019 498 3163 334 121 2566 524 188 280 99 540 261 308 4802 5954VW 5624 5366 1469 1985 318 211 888 58 1052 1048 1643 2129 277 240 11270 11037Others 1809 4933 4051 6356 2352 1764 2099 1077 484 1277 1163 1246 1091 1068 13049 17721 TOTAL 64337 88803 34836 44188 14932 8114 52916 12776 16460 18565 7910 8216 9499 8209 200890 188870TOTAL 90299 110537 50838 53815 19263 9884 58849 14544 20838 21754 10219 11186 12059 9899 262366 231619
  • 2. Competitor Email Newsletter Tracking Registered in EU countries when the newsletter appeared different to the one being used in the UK E-mail Registration Distinctiveness of webpage and/or the Frequency Manufactures Date Positioning request format page Thanks or/follow up Received August September October November December For every car/model you can signed for Yes, for all cars/model they sent a similar 1 Alfa Romeo 13-Jul 2007 No title specified e-newsletters. follow-up letter few seconds after Weekly Audi Experience: welcome to the World of Owned by Ford US, now on sale for EUR 5.8 2 Audi 13-Jul 2007 Audi UK billion. News for models/categories, but not NO. NO Thank you displayed on a new website 3 BMW 13-Jul 2007 No title General enquires page General info plus detailed info on current car Thank you displayed on a new website 4 Chevrolet 13-Jul 2007 No title and time for purchasing a new one page Just imagine what Citroën can do for you, 5 Citroen 13-Jul 2007 displayed in all pages No e-Newsletter Anonymous follow-up letter NO 6 Fiat 13-Jul 2007 No title Only name and e-mail No NO Personalised (name) thank you 7 Ford 13-Jul 2007 Feel the difference Name, e-mail and date of purchasing displayed on a new website page The power of dreams: Explore/Feel; you can Follow-up letter with my title and 8 Honda 13-Jul 2007 read press and clients comments, plus adding In the feedback page surname; company logo and signature No follow-up letter, but thank 9 Lexus 13-Jul 2007 No title Only name and e-mail acknowledge sooner after registration10 Mazda 13-Jul 2007 No title They want the car registration number,11 Mercedes-Benz 13-Jul 2007 Discover the passion No e-Newsletter and very detailed format12 Mitsubishi 13-Jul 2007 No title No e-Newsletter No NO Anonymous thanks letter, with the details of13 Nissan 13-Jul 2007 Keep in touch the nearest car dealer. Anonymous follow-up letter They have an Online magazine plus14 PEUGEOT 13-Jul 2007 No title newsletter No Anonymous follow-up letter, but15 Porsche 13-Jul 2007 Dialogue detailed form immediate thanks follow-up with my title16 Renault 13-Jul 2007 Renault ECO2 Only name and time of purchasing No No e-Newsletter, but you have to register to17 SEAT 13-Jul 2007 Driven by passion/Auto emocion read current and past news No NO18 Skoda 13-Jul 2007 No title General contact form Anonymous follow-up letter19 Smart 13-Jul 2007 Rediscover the city/Smart World No e-newsletter No NO20 Suzuki 13-Jul 2007 Experience the world of Suzuki No e-newsletter NO NO Follow-up letter with my title and21 Toyota 13-Jul 2007 One day detailed form surname; company logo and signature Quarter22 Volvo 13-Jul 2007 No title Only name and e-mail No23 VW 13-Jul 2007 No title detailed form Page link with the 10th nearest retailers All wanted detailed information regarding my address and time of purchasing my new car, but Fiat and Ford (only name and e-mail address). Renault is the only one with RSS. Honda UK: the web page may be sent to a friend
  • 3. Competitor Brochure Download Tracking Registered interest in UK as these templates are often used in EU Features of the specific Manufactures Date registered Positioning webpage Content Thanks or/follow up Expected delivery Date of Delivery August September October November December 48 hours - need to be After 3 days by mail, 1 Alfa Romeo 16-Jul 2007 No title Detailed format Detailed Format End with cars video contacted by local dealer no contacting yet Audi Experience: welcome to No detailed format for Immediate downloading 2 Audi 16-Jul 2007 the World of Audi UK immediate downloading No special content No or 5 days by post No detailed format for BMW MINI: mobile 3 BMW 16-Jul 2007 No title immediate downloading No special content No Immediate text confirming the Immediate e-mail back: Immediate on web, with 4 Chevrolet 16-Jul 2007 No title Semi-detailed format No special content title, surname, nearest clients title and surname, Just imagine what Citroën can Anonymous website and 5 Citroen 16-Jul 2007 do for you Semi-detailed format No special content e-mail thanks No detailed format for Micro site with three options: Immediately for all 6 Fiat 16-Jul 2007 No title immediate downloading brochure downloaded, book a model/car No information required for e- 7 Ford 16-Jul 2007 Feel the difference downloading No special content No Immediate The power of dreams: No format, but immediate 8 Honda 16-Jul 2007 Explore/Feel; you can read download No special content Immediate online Immediate new thanks 9 Lexus 16-Jul 2007 No title Semi-detailed format No special content webpage with title, Immediate10 Mazda 16-Jul 2007 No title11 Mercedes-Benz 16-Jul 2007 Discover the passion Detailed format No special content NO No detailed No information required for e-12 Mitsubishi 16-Jul 2007 No title downloading No special content No Immediate 3 days by mail13 Nissan 16-Jul 2007 Keep in touch Detailed format No special content No Website not working 4 days by mail No detailed format for14 PEUGEOT 16-Jul 2007 No title immediate downloading No special content No Immediate 3 days by mail15 Porsche 16-Jul 2007 Dialogue Detailed format No special content No16 Renault 16-Jul 2007 No title Semi-detailed format No special content No No detailed Driven by passion/Auto17 SEAT 16-Jul 2007 emocion Semi-detailed format No special content No No detailed 4 days by mail 7 days by mail, plus18 Skoda 16-Jul 2007 No title Semi-detailed format No special content No No detailed follow-up call Rediscover the city/Smart19 Smart 16-Jul 2007 World Semi-detailed format No special content No No detailed Experience the world of Anonymous website 7 days by mail, plus20 Suzuki 16-Jul 2007 Suzuki Detailed format No special content thanks Few days by post follow-up call21 Toyota 16-Jul 2007 One day No detailed format No special content No No detailed22 Volvo 16-Jul 2007 No title No detailed format No special content No No detailed23 VW 16-Jul 2007 No title No detailed format No special content No No detailed All wanted detailed information regarding my address and time of purchasing my new car, but Fiat and Ford (only name and e-mail address). Renault is the only one with RSS. Honda UK: the web page may be sent to a friend
  • 4. Competitor Brochure Download Tracking Registered interest in UK as these templates are often used in EU Features of the specific Manufactures Date registered Positioning webpage Content Thanks or/follow up Expected delivery Date of Delivery August September October November December 48 hours - need to be After 3 days by mail, 1 Alfa Romeo 17-Jul 2007 No title Detailed format Detailed Format End with cars video contacted by local dealer no contacting yet Audi Experience: welcome to No detailed format for Immediate downloading or 2 Audi 17-Jul 2007 the World of Audi UK immediate downloading No special content No 5 days by post No detailed format for BMW MINI: mobile 3 BMW 17-Jul 2007 No title immediate downloading No special content No Immediate text confirming the Immediate e-mail back: Immediate on web, with 4 Chevrolet 18-Jul 2007 No title Semi-detailed format No special content title, surname, nearest clients title and surname, Just imagine what Citroën can Anonymous website and e- 5 Citroen 17-Jul 2007 do for you Semi-detailed format No special content mail thanks No detailed format for Micro site with three options: Immediately for all 6 Fiat 17-Jul 2007 No title immediate downloading brochure downloaded, book a model/car No information required for e- 7 Ford 17-Jul 2007 Feel the difference downloading No special content No Immediate The power of dreams: No format, but immediate 8 Honda 17-Jul 2007 Explore/Feel; you can read download No special content Immediate online Immediate new thanks 9 Lexus 17-Jul 2007 No title Semi-detailed format No special content webpage with title, Immediate10 Mazda 17-Jul 2007 No title11 Mercedes-Benz 17-Jul 2007 Discover the passion Detailed format No special content NO No detailed No information required for e-12 Mitsubishi 17-Jul 2007 No title downloading No special content No Immediate 3 days by mail Mitsubishi 17-Jul 2007 Keep in touch Detailed format No special content No Website not working 4 days by mail No detailed format for13 Nissan 17-Jul 2007 No title immediate downloading No special content No Immediate 3 days by mail14 PEUGEOT 17-Jul 2007 Dialogue Detailed format No special content No15 Porsche 17-Jul 2007 No title Semi-detailed format No special content No No detailed Driven by passion/Auto16 Renault 17-Jul 2007 emocion Semi-detailed format No special content No No detailed 4 days by mail 7 days by mail, plus17 SEAT 17-Jul 2007 No title Semi-detailed format No special content No No detailed follow-up call Rediscover the city/Smart18 Skoda 17-Jul 2007 World Semi-detailed format No special content No No detailed Anonymous website 7 days by mail, plus19 Smart 17-Jul 2007 Experience the world of Suzuki Detailed format No special content thanks Few days by post follow-up call20 Suzuki 17-Jul 2007 One day No detailed format No special content No No detailed21 Toyota 17-Jul 2007 No title No detailed format No special content No No detailed22 Volvo 17-Jul 2007 No title No detailed format No special content No No detailed 17-Jul 2007 Wilkommen bei Volkswagen Same Flash platform in Yes, newsletter (name, title Not yet23 VW Western EU and e-mail and address) Immediate All wanted detailed information regarding my address and time of purchasing my new car, but Fiat and Ford (only name and e-mail address). Renault is the only one with RSS. Honda UK: the web page may be sent to a friend
  • 5. Competitor Email Newsletter Tracking Registered in EU countries when the newsletter appeared different to the one being used in the UK Expected Country of Frequency Manufactures Registration Website Positioning Featurs of the specific webpage Thanks or/follow up Receiving August September October November December Yes, for all cars/model they sent a 1 Alfa Romeo Italy www.alfaromeo.it Same as UK web site Semi-detailed newsletter similar follow-up letter few seconds after Weekly 2 Audi Germany www.audi.de Wilkommen bei Audi Deutschland Semi-detailed newsletter Yes, E-NEWSLETTER Weekly Thank you displayed on a new website 3 BMW Germany www.bmw.de NO General enquires page Weekly www.chevrolet.d Title, name, surname, e-mail address and Thank you displayed on a new website 4 Chevrolet Germany e No title, same online platform in Western EU Telephone number are basic requirements. page Weekly No special website title, but a sponsoring/promotional movie in the Not detailed personal format, but focused on 5 Citroen France www.citroen.fr homepage time of purchasing My Garage: a special customised webpage Anonymous follow-up letter Weekly where saving the personalised car of your dream; the customised car might also be directly sent to the nearest retailer for an instant order; a special e-mail system inform A customised e-mail confirming the Milestone movie Fiat/Italy linking the the client of MOT date, car taxes, registration process, plus a link for 6 Fiat Italy www.fiat.it company to the national community. insurances... cancel it Weekly similarities in the platform. Name, title and e- 7 Ford Germany www.ford.de Feel the difference mail address required Weekly HONDA ES FLASH TECHN. Honda policies: 6 diverse websites development according to The power of dreams: Explore/Feel; you can geographical areas - GE+NL+BE; read press and clients comments, plus ES+FR+PT; SE+NO+DK; FI (Scand + movie Name and e-mail; Anonymous thanks 8 Honda ES/FR/PT www.honda.es adding yours banner); EI (good), Italy (less tech). letter opening webpage Weekly No follow-up letter, but thank 9 Lexus France www.lexus.fr No special website title. Same FLASH platform in Western Europe acknowledge sooner after registration No express10 Mazda No special website title, but a www.mercedes- sponsoring/promotional movie in the11 Mercedes-Benz Germany benz.de homepage No e-Newsletter No follow-up NO12 Mitsubishi No e-Newsletter No NO13 Nissan Germany www.nissan.de Shift Convention Same FLASH platform in Western Europe Anonymous follow-up letter Weekly14 PEUGEOT France www.peugeot.fr Pour que lautomobile soit toujours un plaisir Yes E-Newsletter, Anonymous thanks letter Weekly Anonymous follow-up letter, but15 Porsche Dialogue detailed form immediate thanks follow-up with my title Monthly16 Renault France www.renault.fr Createur dAutomobiles Only name and time of purchasing No Weekly No e-Newsletter, but you have to register to17 SEAT Driven by passion/Auto emocion read current and past news No No18 Skoda www.skoda.de General contact form Anonymous follow-up letter Monthly19 Smart EU www.smart.com Rediscover the city/Smart World No e-newsletter No NO20 Suzuki Experience the world of Suzuki No e-newsletter NO NO Same Flash plathform for FR, GE, SE, FI, No-Newsletter in the FR site, YES in the21 Toyota France www.toyota.fr Today, Tomorrow Toyota DK, BE AND PT; less technological for ES, German version Quarter22 Volvo Only name and e-mail No No detailed www.volkswagen23 VW Germany .de Wilkommen bei Volkswagen Same Flash plathform in Western EU Yes, newsletter (name, title and e-mail) Weekly All wanted detailed information regarding my address and time of purchasing my new car, but Fiat and Ford (only name and e-mail address). Renault is the only one with RSS. Honda UK: the web page may be sent to a friend
  • 6. Web activity to noteDate Market Company URL Description Opportunity for Mazda Screenshot Very interesting use of technology: users can download the ad directly on their mobile phone. It might Free Mobile be a way for lunching new http://ads2.netcrawling.com/banners/07/07/02/520/9 download in a model utilizing clients 17084_1183327801630_flash_1824ec843f65e29832:07:07 AT Renault from AdRelevance Banner information. 7bff10185407bb83/banner.html www.eyeblaster.c Very nice overlay, it http://www.eyeblaster.com/newsletter/archive/07/jul - US Toyota om Overlay captures users attention. y/demos/Toyota/start.htm Interesting use of viral Viral Marketing. marketing: how laptops http://jealouscomp Slapstick humour react near the new Nokia http://jealouscomputers.com/footage.php?lang=uk_27:07:07 US Nokia uter.com works mobile. en http://www.fiatpunt23:07:07 IT Fiat Punto o.it Flash Game Fiat Punto Flash Game http://www.fiatpunto.it/ENG/default.asp Cool in-video advertising on YouTube. It can be switched off with a click, or http://www.freshcreation.nl/comments.php?id=12017:08:07 US Sony Picture Scroll adv seen up the music videos. _0_1_0_C Interesting use of technology. The user can select his/her specific radio http://www.music.coca- www.coca- program among selective cola.com/flash/html/ccmn_player_undock.html?loca7:08:07 US Coca Cola cola.com Expand Adv genres le=en_US&mode=undock
  • 7. The user can play, Commercial, download stuff and see http://www.coca- www.coca- game and commercial. Interesting cola.com/template1/index.jsp?locale=en_US&site=..7:08:07 US Coca Cola cola.com download example of interactivity /downloads/downloads.html Coca Cola, Second Life Very interesting use of competition, technology. Its a call for www.coca- videos displayed new designers, and their7:08:07 Coca Cola cola.com on youTube job will be see on youTube. http://www.virtualthirst.com/ Pepsi Call for new artists, which Competition, new may see their jobs7:08:07 US Pepsi Cola USA www.pepsi.com face of art displayed on Pepsi website http://www.newfaceofart.com/index.html?or=pw.3777:08:07 US Pepsi Cola USA www.pepsi.com Pepsi and Dodge Autoshow and Concert http://www.pepsistreetmotion.com/?or=pw.377 Interesting use of technology. Users described their own Smirnoff Experience Smirnoff uploading videos on www.youtube.com Experience on YouTube. The best one win1:07:07 US Smirnoff /contest youTube a world trip. http://www.youtube.com/contest/SmirnoffExperience
  • 8. Monthly Keywords Tracking Keywords used in Automotive Online Search by Engine and Country, July 2007 Country Key Words Engines Nb of Advertisers Number of campaigns Number of banners1 AT Cars Altavista 1 1 4 AT Information Altavista 1 1 2 AT Total Total Search 2 2 62 BE Cars Altavista 8 8 13 BE Cars Google 1 1 2 BE Cars Skynet 1 1 5 BE Cars - FR Altavista 9 9 14 BE Cars - FR Google 1 1 3 BE Cars - FR Skynet 2 2 5 BE Auction Skynet 2 2 5 BE Information Altavista 1 1 2 BE Total Total Search 25 25 493 DK Cars Altavista 1 1 1 DK Cars Eniro 5 6 10 DK Cars Google 1 1 1 DK Total Total Search 7 8 124 FR Cars Altavista 11 11 25 FR Cars Google 5 6 8 FR Cars MSN 6 8 28 FR Cars Orange 12 13 26 FR Cars Voila 4 4 7 FR Cars Yahoo 11 14 32 FR Information Altavista 1 1 3 FR Information Orange 1 1 3 FR Information Voila 1 1 1 FR Information Yahoo 1 1 4 FR Total Total Search 53 60 1375 DE Cars Altavista 1 1 6 DE Cars AOL 6 9 15 DE Cars DINO Online 6 7 17 DE Cars Excite 7 8 14 DE Cars Freenet 2 3 6 DE Cars Google 4 4 4 DE Cars MSN 1 1 4 DE Cars Yahoo 1 1 6 DE Information Altavista 1 1 3 DE Information MSN 1 1 3 DE Information Yahoo 1 1 2 DE Total Total Search 31 37 806 IT Recruitment Alice 1 1 1 IT Recruitment Dada - Dada.net Super Eva 1 1 3 IT Recruitment Excite 1 1 2 IT Recruitment Tiscali 2 2 3 IT Cars Altavista 12 13 29 IT Cars Dada - Dada.net Super Eva 9 9 30 IT Cars Excite 8 10 27 IT Cars Google 2 2 6 IT Cars Il Trovatore 1 1 1 IT Cars MSN 10 10 17 IT Cars Tiscali 15 16 53 IT Cars Yahoo 11 13 24 IT Beauty Alice 1 1 3 IT Beauty Altavista 1 1 1 IT Beauty MSN 1 1 1 IT Beauty Yahoo 1 1 1 IT Woman Alice 1 1 4 IT Woman Altavista 1 1 1 IT Woman MSN 1 1 1 IT Woman Yahoo 1 1 1 IT Euro Il Trovatore 1 1 1 IT Game Altavista 1 1 3 IT Game MSN 1 1 1 IT Game Yahoo 1 1 1 IT Job Alice 3 3 4 IT Job Dada - Dada.net Super Eva 1 1 1 IT Job Excite 2 2 3 IT Job Tiscali 2 2 3 IT Offer Alice 2 2 9 IT Offer Altavista 2 2 2 IT Offer Dada - Dada.net Super Eva 1 1 3 IT Offer Excite 2 2 6 IT Offer MSN 2 2 2 IT Offer Tiscali 2 2 7 IT Offer Yahoo 2 2 2 IT Health Alice 1 1 3 IT Travel Alice 1 1 2 IT Travel Excite 1 1 1 IT Travel Tiscali 1 1 2 IT Total Total Search 110 116 2657 NL Cars Excite 7 8 61 NL Cars Google 1 1 1 NL Cars Vinden 3 3 3 NL Total Total Search 11 12 658 NO Cars Google 4 4 8 NO Cars MSN 1 1 2 NO Cars Yahoo 1 1 2 NO Credit Google 1 1 3 NO Total Total Search 7 7 159 PT Cars Google 1 1 1 PT Auction Google 1 1 1 PT Total Total Search 2 2 210 ES Cars Altavista 2 3 4 ES Cars Excite 7 9 27 ES Cars MSN 3 4 8 ES Cars Ya.com 2 2 2 ES Cars Yahoo 6 8 13 ES Distribution Excite 1 1 4 ES Game Altavista 1 1 2 ES Game MSN 1 1 2 ES Game Yahoo 1 1 4 ES Tourism Altavista 1 2 2 ES Tourism Excite 1 1 1 ES Tourism MSN 1 2 2 ES Tourism Yahoo 1 2 3 ES Total Total Search 28 37 7411 SE Cars Altavista 5 5 6 SE Cars Google 3 4 7 SE Total Total Search 8 9 1312 CH Cars Altavista 1 1 3 CH Cars Bluewin 8 11 25 CH Cars Google 1 1 1 CH Cars search 2 5 12 CH Cars/Auto Altavista 1 1 2 CH Cars/Auto Bluewin 4 5 6 CH Cars/Auto search 2 5 10 CH Enchere Bluewin 5 7 11 CH Enchere Google 1 2 2 CH Enchere Search 3 7 14 CH Education Altavista 1 1 2 CH Information Altavista 1 1 2 CH Information Bluewin 1 1 1 CH Total Total Search 31 48 9113 UK Economy MSN 1 1 4 UK Economy Tiscali 1 1 2 UK Cars Altavista 9 13 25 UK Cars Google 3 3 15 UK Cars MSN 5 10 26 UK Cars Tiscali 9 9 22 UK Cars Yahoo 11 16 26 UK Renting Tiscali 1 1 2 UK Total Total Search 40 54 122
  • 9. HOW TOONCE A MONTHScreen homepage teaser of competitors key set for key markets. Any new interesting communication activities to be added tothe specific worksheet. This screening should try to document all related activities (integrated campaigns) in other channels aswell.The key set of competitors is marked yellow in the list of worksheets.Key set of markets: Germany, UK, Italy, Spain, FranceTask rotating in the AM teamONCE A QUARTERThe monthly screening will be enhanced to the complete competitors set (grey marked worksheets)Task rotating in the AM team 2007DOCUMENTATION Key set Key set Whole set Key set Key set Whole setBrand Pan-eurpoean platform? July August September October November December yes, but not consistent acrossAlfa Romeo main marketsAudi yesBMW yesChevrolet yesCitroen noFiat yesFord yes yes, but not consistent acrossHonda main marketsLexus yesMercedes-Benz yesMINI yesMitsubishi not sureNissan yes yes, but not consistent acrossPEUGEOT main marketsPorsche yesSEAT yes yes, but not consistent acrossSkoda main marketsSmart yesSuzuki no yes, but not consistent acrossToyota main marketsVolvo yes yes, but not consistent acrossVW main markets
  • 10. Alfa Romeo Web activity to noteDate Market Media Type of communication activity URL Description Opportunity for Mazda Screenshot Intersting example of how to target the female audience. Own videos can be post, as well as messages. Its a kind http://www.alfaromeo.it/cgi- of online community. Maybe bin/pbrand.dll/ALFAROM Website for car section complete we can push Mazda in EO_ITALIA/alfaedonna/alf in flash. Very creative showroom changing its only male target 23:07:07 Italy Website Basic online website aedonna.jsp entry and car selection. market. The video clearly highlights all Microsite in flash for the lunch of cars characteristics, its quite the New Spider. The message: emotional and dynamic. Its an Microsite in Flash for the lunch http://www.alfaromeo.co.u design, speed and style is emotional way to lunch a new 31:07:07 UK Microsite of the new Spider k/spider/ confirmed. car.From May Interesting use of technologyto 1.07.07 DE Banner Online Advertising from AdRelevance Banners in flash. for background movement. picture of banner http://www.alfaromeo.it/cgi-bin/pbrand.dll/ALFAROMEO_ITALIA/home.jsp?BV_UseBVCookie=no http://www.alfatest.de/spiel.php
  • 11. Audi Web activity to noteDate Market Media Type of communication activity URL Description Opportunity for Mazda Screenshot Intersting example of a emotional car showroom entry Website for car section complete page. Support the sober in flash. Quite static showroom mazda showroom entry pages for car selection, but it starts with and car selection through a video underlighting the car emotional and more brand- features: sport, freedom and representative redesign of this 23:07:07 DE Website Basic online website www.audi.de stability area. Intersting example of a emotional car showroom entry page. Support the sober mazda showroom entry pages Website for car section complete and car selection through in flash. Also in the UK version, a emotional and more brand- http://www.audi.co.uk/audi video is in evidence, but this one representative redesign of this 31:07:07 UK Website Basic online website /uk/en2.html has graphics. area. Not very emotional car showroom entry page, but the interactive TV (info on new cars, special events, and more) is a very interesting Website for car selection in flash, example of how to promote a not very dynamic apart from the stylish car in a very stilist 23:07:07 DE Website Interactive TV http://tv.audi.de/ upper screen. environment (design show).
  • 12. BMW Web activity to noteDate Market Media Type of communication activity URL Description Opportunity for Mazda Screenshot Website for car section complete Very sober car showroom in flash. Very static showroom entry page. The message is entry and car selection. changing, and environment http://www.bmw.co.uk/bm Interesting the "green message": issues are becoming more and 30:07:07 UK Website Basic online website wuk/homepage/ Energy is too much fun to waste". more relevants. BMW Interactive TV for promoting new cars, special Intersting example of http://www.bmw.de/de/de/i features and events sponsored promoting a car in different07.06.07 DE Website Basic online website ndex_highend.html by BMW, such as operas. environments (operas, …) Again, in another market (NL) the message is changing: lowFrom 06/07/2007 Banner29/07/2007 => 24 days NL until Brand from AdRelevance Not very dynamic banner Flash CO2 emissions! http://www.bmw.nl/nl/nl/index_narrowband.htmlFrom 04/07/2007 Banner29/07/2007 => 26 days AT until Brand from AdRelevance Flash Banner Car showroom in a banner. http://derstandard.at?ressort=autointra1
  • 13. Honda Web activity to noteDate Market Media Type of communication activity URL Description Opportunity for Mazda Screenshot Intersting example of a emotional car showroom entry page. Support the sober mazda showroom entry pages and car selection through http://www.honda.it/car/co Website for car section complete emotional and more brand- ntent/index.fsp?fullscreen in flash. Very creative showroom representative redesign of this07.06.07 Italy Website Basic online website =true entry and car selection. area. Website espressively dedicated The Japanese website is a to Honda cars owners, kind of Honda owners http://www.honda.co.jp/ma community, interaction, news, ect community centre: info, 27:07:07 JP Website Interactive online website gazine/ ... pictures, news , events . . . In the Japanese website I have found this interesting page espressively dedicated Website for car section complete to its female audience. Again http://www.honda.co.jp/wo in flash. Very creative showroom a shifting towards a different 30:07:07 JP Website Interactive online website man/ entry and car selection. target markets. Challages: see how quick you can change the tyre, and you may win a day with the Honda F1 teams. It creates emotional feeling, expectations and of course desire. But the marketing message, more 4:07:07 UK Banner Channel 4/Brand from AdRelevance Very dynamic flash banner than the banner! http://www.channel4.com/entertainment/games/advertorial/hondamentalism/ Its very nice because its interactive. In addition, they are using a kind of emoticons and I read somewhere that in the UK also city managers are chatting using them. Maybe we can also create special 23:07:07 UK Banner Brand from AdRelevance Very dynamic flash banner emoticons to be downloaded! http://www.honda.co.uk/car/s2000lb
  • 14. Nissan Web activity to noteDate Market Media Type of communication activity URL Description Opportunity for Mazda Screenshot Intersting example of a emotional car showroom entry page. Support the sober mazda showroom entry pages and car selection through Website for car section complete emotional and more brand- in flash. Very creative showroom representative redesign of this 23:07:07 UK Website Basic online website www.nissan.co.uk entry and car selection. area. Here, on the top left of the screen, a video may be downloaded. In the Japanese site the "green message" is quite undelighted. Maybe we Website for car section complete should started looking to in flash. Very creative showroom different messages for07.06.07 JP Website Basic online website www.nissan.co.jp entry and car selection. promoting Mazda.
  • 15. Toyota Web activity to noteDate Market Media Type of communication activity URL Description Opportunity for Mazda Screenshot Intersting example of a emotional car showroom entry page. Support the sober mazda showroom entry pages and car selection through emotional even though the Website for car section complete graphic higlights the low Flash website; graphic used in in flash. Very creative showroom emissions characteristic of 23:07:07 FR Website FR, ES, PT, BE www.toyota.fr entry and car selection. Toyota cars. Website in Flash. Not really creative, being developed mainly Intersting example of a joint for the 50 years anniversary of collaboration with Reuters. All the Toyota Motor Sport. Indeed, news regarding Toyota, as http://www.toyota.co.jp/en/ news can be doanloaded using well as Stock Prices are 30:07:07 JP Website Basic online website index.html RSS. dowloadable via RSS. It promotes a trip to Orlando Banners in flash. Not very (Disney) for all family 6:07:07 UK Banner Brand www.toyota.co.uk creative. members.
  • 16. Country of Manufactures Registration Website Registration Communication/website Distinctiveness Specific Web page July August September October November December You&Alfa and Alfa&Donna (women) links; the http://www.alfaromeo.it/cgi- 1 Alfa Romeo Italy www.alfaromeo.it 19-Jul 2007 No title latest is dedicated to female car drivers. They bin/pbrand.dll/ALFAROMEO_ITALIA/alfaedonn Customised movie in the home page, plus link 2 Audi Germany www.audi.de 19-Jul 2007 Wilkommen bei Audi Deutschland to Audi mobile technology and AUDI TV http://tv.audi.de/ 3 BMW Germany www.bmw.de 19-Jul 2007 No title BMW Interactive TV http://www.bmw.de/de/de/index_highend.html www.chevrolet.co http://www.chevrolet.com/requestinfo/index.jsp? 4 Chevrolet USA m 19-Jul 2007 An American Revolution All information are downloadable in your palm. year=2007&vModelName=Cobalt&modelId=07 http://www.onstar. Get the on star treatment, no matter who you All services are via mobile phones and GM USA com/us_english/js 27 - Jul 2007 are requests are set up immediately http://www.pontiac Microsite. They have an agreement with Virgin Pontiac USA .com/divisional/ne 27 - Jul 2007 Who says passion cant be defined Digital http://www.buick.c Buick USA om/clubhouse/ind 27 - Jul 2007 Buick Golf Club Interactive videos explained by Tiger Wood http://www.letstalk GMC USA trucks.com/?cmp 27 - Jul 2007 Lets talk What real clients have to say http://www.gm.co Microsite. They have an agreement with Virgin GM USA m/company/onlyg 27 - Jul 2007 Go Green Digital http://www.gm.co GM USA m/automotive/inn 27 - Jul 2007 Welcome to ideas, innovation … How to submit ideas http://www.saturn. Saturn USA com/saturn/vehicl 27 - Jul 2007 Rethink American Live Chat http://www.citroen.fr/Cwf/Citroen/GenericIframe 5 Citroen France www.citroen.fr 19-Jul 2007 Toutes le routes menent a Citroen Free-Geolocalisation using mobile phone SB.aspx?RubricId=490645be-fedf-44a2-a4f0- Milestone movie Fiat/Italy linking the company My Garage: a special customised webpage 6 Fiat Italy www.fiat.it 19-Jul 2007 to the national community. where saving the personalised car of your Communities, youtube videos, music&jingle Fiat-500 Italy www.fiat500.com 19-Jul 2007 500 WANTS YOU competition, competition for winning a 500 if http://www.fiat500.com/eng/index.asp?par=ind Flash Lunch. Its nice because it creates an Fiat-Bravo Italy www.fiatbravo.it 19-Jul 2007 Bravo e si vede - Bravo TV (youtube) expectation http://www.bravoesivede.it/ http://www.fiatscu Fiat-Scudo Italy do.it/ 27 - Jul 2007 Video Gallery Videos display all features http://www.fiatidea Fiat-Idea Italy .it/Idea_start.htm 27 - Jul 2007 For Female drivers Promotions similarities in the platform. Name, title and e- 7 Ford Germany www.ford.de 17-Jul 2007 Feel the difference mail address required http://www.lincoln. Nice flash application, it makes you fell it and Lincoln USA com/?referrer=htt 27 - July 2007 Interactive experience indeed, pushing the safety bottom, you can see http://www.mydre its a community on the base of specific Lincoln USA am.tv/?sReferrer= 27 - July 2007 My dreams, how to fulfil them dreams, with experts and comments http://newxk.keyc Jaguar USA ast.com/keycast/j 27 - July 2007 Drive, Fell, See Flash Microsite http://apps.us.lan Land Rover USA drover.com/lr3/sit 27 - July 2007 Experience the Land Rover Flash Microsite, all features explained HONDA ES FLASH TECHN. Honda policies: 6 The power of dreams: Explore/Feel; you can diverse websites development according to read press and clients comments, plus additing geographical areas - GE+NL+BE; ES+FR+PT; 8 Honda ES/FR/PT www.honda.es 17-Jul 2007 yours SE+NO+DK; FI (Scand + movie banner); EI The Power of Dreams Honda JP http://www.honda.co.jp/ 27 - July 2007 Interactive screen, a kind of playground The Power of Dreams Honda JP http://www.honda.co.jp/magazine/ 27 - July 2007 The magazine, another playground The Power of Dreams Honda JP http://www.honda.co.jp/magazine/owner-fit/ 27 - July 2007 The community 9 Lexus France www.lexus.fr 17-Jul 2007 No special website title. Same FLASH platform in Western Europe http://www.articula Lexus USA te-sf.com/Lexus/ 27 - July 2007 Hibryd Life Forum http://www.mazda10 Mazda USA usa.com/MusaW 17-Jul 2007 www.mercedes- No special website title, but a11 Mercedes-Benz Germany benz.de 17-Jul 2007 sponsoring/promotional movie in the homepage No e-Newsletter http://www.mitsubi12 Mitsubishi Japan shi.com/e/index.ht 27-Jul 2007 No special title They have RSS13 Nissan Germany www.nissan.de 17-Jul 2007 Shift Convention Same FLASH platform in Western Europe14 PEUGEOT France www.peugeot.fr 17-Jul 2007 Pour que lautomobile soit toujours un plaisir Yes E-Newsletter,15 Porsche 17-Jul 2007 Dialogue detailed form16 Renault France www.renault.fr 17-Jul 2007 Createur dAutomobiles Only name and time of purchasing No e-Newsletter, but you have to register to17 SEAT 17-Jul 2007 Driven by passion/Auto emocion read current and past news18 Skoda 17-Jul 2007 General contact form http://www.smartu19 Smart USA sa.com/ 27-Jul 2007 Rediscover the city/Smart World Reservation program: $99 + Smart TV20 Suzuki 17-Jul 2007 Experience the world of Suzuki No e-newsletter Same Flash platform for FR, GE, SE, FI, DK,21 Toyota France www.toyota.fr 17-Jul 2007 Today, Tomorrow Toyota BE AND PT; less technological for ES, NO; ad http://new.volvoca Nice Flash application, for all car specifications22 Volvo USA rs.com/s80/flash. 27 - July 2007 Luxury is a car that . . . you can see both the commercial and in house http://www.volvoc Clients own experiences; you can see their Volvo USA ars.us/footer/abou 27 - July 2007 Volvo Saved my Life pictures and listen to their own story www.volkswagen.23 VW Germany de 17-Jul 2007 Wilkommen bei Volkswagen Same Flash plathform in Western EU All wanted detailed information regarding my address and time of purchasing my new car, but Fiat and Ford (only name and e-mail address). Renault is the only one with RSS. Honda UK: the web page may be sent to a friend