2006 Proxicom Overview


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2006 Proxicom Overview

  1. 1. Our Clients Automotive Consumer Products Petrochemical Financial Services
  2. 2. <ul><li>STRATEGY & DELIVERY MANAGMENT </li></ul><ul><li>Develop e-business strategy </li></ul><ul><li>Business Value Analysis </li></ul><ul><li>User Experience Strategy </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Solution Definition </li></ul><ul><li>Manage Engagement Delivery </li></ul><ul><li>Budgeting, Scheduling & Cost Control </li></ul><ul><li>Scope Management </li></ul><ul><li>Issue and Risk Management </li></ul><ul><li>TECHNOLOGY </li></ul><ul><li>Implement open and flexible systems that leverage existing infrastructure </li></ul><ul><li>Application Architecture, Design, Development and Integration </li></ul><ul><li>Application Management </li></ul><ul><li>Web and Enterprise Content Management </li></ul><ul><li>CREATIVE & USER EXPERIENCE </li></ul><ul><li>Optimize user experience and brand expression </li></ul><ul><li>Usability Analysis & Testing </li></ul><ul><li>Information Architecture </li></ul><ul><li>Graphic Design </li></ul><ul><li>Brand Building </li></ul>Core Competencies
  3. 3. Nissan USA – ShowUsYourX.com <ul><li>Challenge </li></ul><ul><li>Mirror off line campaign look and feel (commercials, bill boards, POS) </li></ul><ul><li>Create a “fame” aspect for this particular audience </li></ul><ul><li>Ensure a flexible structure is in place to support ongoing code, content and creative updates, that also will support future phases such as Sweepstakes and contests </li></ul><ul><li>Solution </li></ul><ul><li>Proxicom created a FLASH based website leveraging a FLASH framework and XML content upload feature to provide a highly interactive easily maintained Microsite. Mirroring the campaign (X = ) commercial and off line look and feel, the site allows users to join the group, upload and manage their own photos representing the true Xterra owner characteristics and Forward to a Friend. </li></ul><ul><li>The foundation was built and launched, and the Sweepstakes launched 4 weeks after. The ultimate prize “fame” = the grand prize winner’s photos will be used in the next round of Xterra magazine ads. </li></ul><ul><li>Benefit </li></ul><ul><li>Increase leads by 12% (people who come to the SUYX site, go to Nissanusa and request a quote) </li></ul><ul><li>XML/FLASH framework ensures easy maintenance and content updates </li></ul><ul><li>Provide a destination for commercial URL that will live for up to one year </li></ul>
  4. 4. Infiniti.com <ul><li>Challenge </li></ul><ul><li>With limited time and budget, Redesign the Infiniti.com site to reflect the new design style of the vehicles and their G </li></ul><ul><li>Ensure a flexible structure is in place to support ongoing code, content and creative updates (similar to all microsites) </li></ul><ul><li>Implement a new content management tool at the same time </li></ul><ul><li>Implement new Shopping Tools at the same time </li></ul><ul><li>Solution </li></ul><ul><li>Proxicom evaluated, through Ominture tagging and log reports, the most frequently visited pages that drive users to generating leads. We focused on these pages for the redesign in order to meet the deadline and leverage the 2005 budget. </li></ul><ul><li>A combination of FLASH, DHTML, HTML and XML created an easily maintainable site. The client can also update specific sections of the site, per their request during the requirements gathering phase. </li></ul><ul><li>Benefit </li></ul><ul><li>Positive feedback from the Dealer/Retailer community </li></ul><ul><li>XML/FLASH framework ensures easy maintenance and content update </li></ul><ul><li>Compliance with the GSG (Global Style Guide) </li></ul><ul><li>Increase in Handraisers (RequestaBrochure) & Leads (RequestaQuote from dealers) </li></ul>
  5. 5. Toyota.com <ul><li>Challenge </li></ul><ul><li>Toyota sought to elevate its web site’s status from a conventional brochure-ware / sales lead generation mechanism to a more robust customer relationship builder. </li></ul><ul><li>To meet this goal, Toyota sought to target consumers representing the entire vehicle purchase lifecycle – targeted audiences included: prospective shoppers, active buyers, current owners, and repurchasers. </li></ul><ul><li>In meeting these divergent audience needs, Toyota looked to enhance its brand value and loyalty by implementing value-added functionality, tool sets and content components. </li></ul><ul><li>Solution </li></ul><ul><li>Developed an entirely new informational architecture framework that provided shoppers with an highly intuitive user experience and easy access to key tools and functionality. </li></ul><ul><li>The defined architecture provided scalability and flexibility so that it could support future enhancements in personalization and CRM capabilities. </li></ul><ul><li>Proxicom teamed with Toyota’s ad agency Saatchi & Saatchi to implement a site which upheld the core Toyota brand values and messaging. </li></ul><ul><li>Proxicom’s industry consultants worked closely with key business units to operationalize TMS’s strategies within the online space. </li></ul><ul><li>Benefit </li></ul><ul><li>Built a cohesive and seamless link between online and offline branding channels and communications mediums. </li></ul><ul><li>Enhanced customer experience through targeted and relevant site personalization and customization. </li></ul><ul><li>Enabled multiple internal business groups to push relevant and timely content to site shoppers. </li></ul><ul><li>Helped guide customers through the typically complex and frustrating product selection/configuration – driving qualified shoppers to the dealer. </li></ul>www.toyota.com
  6. 6. Toyota – Pre-launch Vehicle “Dream Configurators” <ul><li>In support of Toyota’s key 2006 vehicle launches, Proxicom recently developed a number of “Dream Configurators” for the upcoming Yaris, FJ Cruiser, RAV4, and ’07 Camry vehicles. In each of these instances, the client sought to create an audience-specific experience that delivered upon the respective brand’s core attributes – enabling visitors to “experience” the new model by creating their “dream vehicle.” Proxicom met this challenge by creating three unique 3-D interactive, Flash-enabled designs. Each design featured its own unique interface styling approach that catered to the core values of the targeted market segment. </li></ul><ul><li>The sites gave visitors the ability to: </li></ul><ul><ul><li>Learn more about the vehicle in advance of the launch date </li></ul></ul><ul><ul><li>View / select vehicle colors, optional equipment and accessories </li></ul></ul><ul><ul><li>Preview preliminary vehicle pricing </li></ul></ul><ul><ul><li>Sign up to receive updates via e-mail </li></ul></ul><ul><li>As an extra bonus, the RAV4 configurator included 3 different background music selections that enabled the download of an RSS feed that provided vehicle updates on a weekly basis. </li></ul><ul><li>While the consumer received an exceptional user experience, Toyota gained valuable market insight and data which subsequently drove critical vehicle production decisions (e.g. regional product allocations, color preferences, accessory popularity, package choice, etc.). As of today, each of the three vehicles has surpassed forecasted sales goals and remain highly sought after within the marketplace. </li></ul>
  7. 7. DuPont.com Global Redesign <ul><li>Challenge </li></ul><ul><li>Improve customer experience by aiding in the search and navigation to product line information </li></ul><ul><li>Create a single voice and appearance for DuPont across disparate business units, across countries and language </li></ul><ul><li>Allow non-technical end-users from the marketing departments of business units to be able to create websites without the participation of internal IT resources. </li></ul><ul><li>Solution </li></ul><ul><li>Proxicom worked with DuPont to implement a new global navigation model and site design to serve both industrial customers and consumers. Multiple web sites managed by different business units within DuPont were migrated to the new DuPont.com site design and re-organized using the new information architecture. The new public web site drives consistency across diverse business units, decreases the cost of maintenance, and meets strategic marketing objectives. </li></ul><ul><li>Proxicom led the definition and design of the new information architecture as well as the implementation and configuration efforts for the new site design at DuPont. </li></ul><ul><li>Benefit </li></ul><ul><li>F acilitated exploration across markets and business units </li></ul><ul><li>Portrayed DuPont as a broad company as opposed to being a supplier of a specific product. </li></ul><ul><li>Enables hundreds of DuPont businesses globally to create, publish, and manage web site content. </li></ul><ul><li>Significantly improved usability and customer satisfaction as measured by DuPont survey data. </li></ul>
  8. 8. Mazda CX7 Launch - Google Earth Integrated Campaign <ul><li>Challenge </li></ul><ul><li>For the launch of the CX-7, Mazda wanted something out of this world – literally. Through an innovative interactive game, visitors to www.neversawitcoming.com were given the opportunity to search the globe online for a chance to win an all-new 2007 Mazda CX-7. </li></ul><ul><li>Solution </li></ul><ul><li>Leveraging the popularity of Google Earth (a free software application run through Earth.Google.com that combines satellite imagery, maps and a powerful search engine) users were able to use video clues to search all over the globe for a chance to win a brand new Mazda CX-7. </li></ul><ul><li>Encouraging users to &quot;Search for the SUV you Never Saw Coming,&quot; the online game served to break through the automotive clutter and generate buzz and awareness for the all-new Mazda CX-7. </li></ul><ul><li>The game further served to introduce the Mazda CX-7 to all participants by including a 3-D interactive tour of the vehicle. The tour highlighted the interior and exterior performance and design features. Most importantly, it encouraged users to Build a CX-7, Search Inventory, and Locate a Dealer. </li></ul><ul><li>The program tactics involved the creation of a micro-site, banner ads, offline collateral, third party sites, and online Media Buys. </li></ul>
  9. 9. RSS / Podcasts / Videocasts <ul><li>MAZDASPEED6 </li></ul><ul><li>Provide ongoing, rotating podcast series for MAZDASPEED6; podcast can by played via streaming audio or downloaded http://www.mazdausa.com/MusaWeb/displayPage.action?pageParameter=modelsMain&vehicleCode=MS6 </li></ul><ul><li>Nissan </li></ul><ul><li>Provide podcast series via Apple Quicktime and iTunes; users can subscribe via iTunes or paste the URL directly into their browsers http://www.nissanusa.com/podcasting/ </li></ul><ul><li>Toyota FJ Cruiser </li></ul><ul><li>Provide photocasts/videocasts of the FJ Cruiser Bulletin minisite; photocasts hosted on third-party site with integrated look and feel http://www.filmloop.com/toyota/fjcruiser?cm=0004&rd=toyota.com </li></ul>Relevant Experience
  10. 10. Desktop Applications <ul><li>Mazda CX-7 </li></ul><ul><li>Provided desktop application for the launch of Mazda’s all new CX-7 providing pull-based communications </li></ul><ul><li>Toyota RAV4 </li></ul><ul><li>Created a RAV4 desktop application for the pre-launch site providing pull-based communications leading up to the sales launch </li></ul>Relevant Experience
  11. 11. Comparison Shopping <ul><li>DuPont Surfaces </li></ul><ul><li>Created DuPont Surfaces’ Room Designer shipping tool providing consumers a rich media product selection tool for the Corian, Zodiaq, Simplicity and DuPont Certified Granite products http://www2.dupont.com/Surfaces/en_US/ </li></ul><ul><li>Infiniti.com </li></ul><ul><li>Integrate Edmund’s independent and unbiased vehicle comparison data into a co-branded site shopping tool for model evaluation http://www.infiniti.com/compare/app?service=page/HomeInfiniti&modelName=gcp </li></ul><ul><li>MazdaUSA.com </li></ul><ul><li>Integrate AIC’s independent and unbiased vehicle comparison data into a site-side shopping tool for model evaluation http://www.mazdausa.com/MusaWeb/keyCompetitors.action?modelYear=2007&vehicleCode=CX7 </li></ul><ul><li>NissanUSA.com </li></ul><ul><li>Integrate Edmund’s independent and unbiased vehicle comparison data into a co-branded site shopping tool for model evaluation www.nissanusa.com/compare/en?modelName = xterra </li></ul>Relevant Experience
  12. 12. User-Generated Content <ul><li>Nissan Xterra </li></ul><ul><li>ShowUsYourX.com builds community through social networking of Xterra enthusiasts via photo uploads and user ratings; part of a multi-phase usage-based sweeps program http://showusyourx.nissanusa.com/ </li></ul><ul><li>Toyota FJCruiser </li></ul><ul><li>FJ Cruiser enthusiast site allows users to get involved via photo sharing and user ratings; user-generated content features are part of the site’s overall program http://www.toyota.com/vehicles/minisite/fjbulletin/index.html?s_van =GM_FJ_HOME_FJ_BULLETIN </li></ul>Relevant Experience
  13. 13. Viral / Word of Mouth <ul><li>Chevron – www.thePriceofFuel.com </li></ul><ul><li>Utilize SEO to drive organic search-based traffic to a branded sitelet that educates consumers on the economic drivers causing rising fuel prices </li></ul><ul><li>MazdaUSA.com – Search Engine Optimization </li></ul><ul><li>Provide regular reporting on search engine rankings for key pages; optimize site pages and resubmit to search engines </li></ul><ul><li>Mazda – Google Earth </li></ul><ul><li>Implemented an interactive trivia game based on Google Earth technology to launch the all new Mazda CX-7 </li></ul><ul><li>Nissan Xterra </li></ul><ul><li>ShowUsYourX.com allows users to upload photos and rate theirs and others; part of a multi-phase sweeps program http:// showusyourx.nissanusa.com / </li></ul><ul><li>Volkswagen </li></ul><ul><li>Implemented viral, yet branded components like iPod skins as part of VW’s Auto Show Minisite Redesign http:///www.vw.com/vwcom/content/objects/flash/autoshow06/souv_ipodskins.html </li></ul>Relevant Experience
  14. 14. Kiosks <ul><li>MazdaUSA.com </li></ul><ul><li>In-dealership kiosks that syndicate web site content with some customization (i.e. hiding local navigation for a predefined user experience) </li></ul><ul><li>Toyota.com </li></ul><ul><li>Site content is structured to be accessed via in-dealership kiosks </li></ul><ul><li>Toyota – SEMA 2005 </li></ul><ul><li>Created kiosk application for SEMA 2005 with multiple functionality (vote your favorite; photo gallery; receive updates) http://www.toyota.com/corolla/index.html?contenttype=kiosk </li></ul>Relevant Experience
  15. 15. Blogs <ul><li>Toyota FJ Cruiser </li></ul><ul><li>FJ Cruiser enthusiast site blog that chronicles enthusiast driving and social events; blog drives word-of-mouth as well as site visitor frequency http://www.toyota.com/vehicles/minisite/fjbulletin/index.html?s_van =GM_FJ_HOME_FJ_BULLETIN </li></ul>Relevant Experience
  16. 16. SMS <ul><li>Toyota Yaris </li></ul><ul><li>Pull-communication program where visitors can opt-in to SMS communications from Toyota Yaris from special offers to new product announcements; integrates with 9 wireless carriers </li></ul>Relevant Experience