competitors landscape
DESCRIPTION
competitors trackingTRANSCRIPT
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 2982
KEY SET
ALFA ROMEO 655 962 252 21 1286 331 593 93 710 0 46 18 80 254 3623 1678
AUDI 1511 2475 424 196 142 45 179 176 165 269 199 569 173 96 2793 3826
BMW 3039 2115 1758 455 1457 392 566 145 224 567 17 102 309 197 7369 3974
HONDA 1711 555 655 1239 262 166 206 84 593 728 542 542 49 203 4020 3516
NISSAN 2329 2052 5405 4551 450 497 1982 429 2507 1501 341 1002 220 176 13234 10207
TOYOTA 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 39767
EXTENDED SET
CHEVROLET 901 900 115 180 433 147 2 61 177 646 51 93 66 277 1746 2305
CITROEN 576 1001 130 378 30 4 7853 4076 1014 1929 158 614 597 230 10359 8232
FIAT 314 438 446 248 1753 1271 5 181 7 0 2 3 317 198 2843 2338
FORD 1157 764 5636 3128 321 145 11047 2885 2049 993 635 571 495 324 21339 8810
LEXUS 3842 5856 217 506 1 1 203 52 84 32 149 81 192 78 4688 6606
MERCEDES-BENZ 2470 5037 626 1038 453 331 23 59 940 204 89 119 719 388 5319 7176
MINI 1222 275 338 150 698 124 69 221 159 0 0 142 3 2621 780
MITSUBISHI 394 92 4433 2233 187 18 60 0 27 280 294 672 64 186 5458 3481
OPEL 5553 6167 2611 2534 2166 715 1856 31 883 2360 257 499 2164 1868 15490 14173
PEUGEOT 367 4052 4481 8153 1459 1132 2311 711 4529 3675 616 261 784 1429 14547 19412
PORSCHE 75 178 1 22 19 3 0 0 0 44 0 0 5 0 100 247
RENAULT 36637 49615 4190 11917 3136 1236 11653 1497 4015 4415 427 28 1516 1075 61576 69783
SEAT 1321 878 867 357 903 701 10356 1341 425 457 98 226 163 166 14133 4125
SKODA 399 744 424 83 84 40 10 132 3 540 2227 1121 254 134 3401 2795
SMART 526 446 85 163 286 151 1983 23 362 226 0 0 374 237 3614 1245
SUZUKI 296 1042 4217 1594 1 0 3 14 17 1 4534 2652
VOLVO 856 1019 498 3163 334 121 2566 524 188 280 99 540 261 308 4802 5954
VW 5624 5366 1469 1985 318 211 888 58 1052 1048 1643 2129 277 240 11270 11037
Others 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 188870
TOTAL 90299 110537 50838 53815 19263 9884 58849 14544 20838 21754 10219 11186 12059 9899 262366 231619
AD SPEND EUROS 000
France Benelux + CH TotalScandinavianSpainItalyUKGermany
Competitor Email Newsletter Tracking
Registered in EU countries when the newsletter appeared different to the one being used in the UK
Manufactures
Registration
Date Positioning
Distinctiveness of webpage and/or the
request format page Thanks or/follow up
Frequency
Received August September October November December
1 Alfa Romeo 13-Jul 2007 No title
For every car/model you can signed for
specified e-newsletters.
Yes, for all cars/model they sent a similar
follow-up letter few seconds after Weekly
2 Audi 13-Jul 2007
Audi Experience: welcome to the World of
Audi UK
Owned by Ford US, now on sale for EUR 5.8
billion. News for models/categories, but not NO. NO
3 BMW 13-Jul 2007 No title General enquires
Thank you displayed on a new website
page
4 Chevrolet 13-Jul 2007 No title
General info plus detailed info on current car
and time for purchasing a new one
Thank you displayed on a new website
page
5 Citroen 13-Jul 2007
Just imagine what Citroën can do for you,
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
7 Ford 13-Jul 2007 Feel the difference Name, e-mail and date of purchasing
Personalised (name) thank you
displayed on a new website page
8 Honda 13-Jul 2007
The power of dreams: Explore/Feel; you can
read press and clients comments, plus adding In the feedback page
Follow-up letter with my title and
surname; company logo and signature
9 Lexus 13-Jul 2007 No title Only name and e-mail
No follow-up letter, but thank
acknowledge sooner after registration
10 Mazda 13-Jul 2007 No title
11 Mercedes-Benz 13-Jul 2007 Discover the passion No e-Newsletter
They want the car registration number,
and very detailed format
12 Mitsubishi 13-Jul 2007 No title No e-Newsletter No NO
13 Nissan 13-Jul 2007 Keep in touch
Anonymous thanks letter, with the details of
the nearest car dealer. Anonymous follow-up letter
14 PEUGEOT 13-Jul 2007 No title
They have an Online magazine plus
newsletter No
15 Porsche 13-Jul 2007 Dialogue detailed form
Anonymous follow-up letter, but
immediate thanks follow-up with my title
16 Renault 13-Jul 2007 Renault ECO2 Only name and time of purchasing No
17 SEAT 13-Jul 2007 Driven by passion/Auto emocion
No e-Newsletter, but you have to register to
read current and past news No NO
18 Skoda 13-Jul 2007 No title General contact form Anonymous follow-up letter
19 Smart 13-Jul 2007 Rediscover the city/Smart World No e-newsletter No NO
20 Suzuki 13-Jul 2007 Experience the world of Suzuki No e-newsletter NO NO
21 Toyota 13-Jul 2007 One day detailed form
Follow-up letter with my title and
surname; company logo and signature Quarter
22 Volvo 13-Jul 2007 No title Only name and e-mail No
23 VW 13-Jul 2007 No title detailed form Page link with the 10th nearest retailers
Honda UK: the web page may be sent to a friend
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.
Competitor Brochure Download Tracking
Registered interest in UK as these templates are often used in EU
Manufactures Date registered Positioning
Features of the specific
webpage Content Thanks or/follow up Expected delivery Date of Delivery August September October November December
1 Alfa Romeo 16-Jul 2007 No title Detailed format Detailed Format End with car's video
48 hours - need to be
contacted by local dealer
After 3 days by mail,
no contacting yet
2 Audi 16-Jul 2007
Audi Experience: welcome to
the World of Audi UK
No detailed format for
immediate downloading No special content No
Immediate downloading
or 5 days by post
3 BMW 16-Jul 2007 No title
No detailed format for
immediate downloading No special content No Immediate
BMW MINI: mobile
text confirming the
4 Chevrolet 16-Jul 2007 No title Semi-detailed format No special content
Immediate e-mail back:
title, surname, nearest
Immediate on web, with
client's title and surname,
5 Citroen 16-Jul 2007
Just imagine what Citroën can
do for you Semi-detailed format No special content
Anonymous website and
e-mail thanks
6 Fiat 16-Jul 2007 No title
No detailed format for
immediate downloading
Micro site with three options:
brochure downloaded, book a
Immediately for all
model/car
7 Ford 16-Jul 2007 Feel the difference
No information required for e-
downloading No special content No Immediate
8 Honda 16-Jul 2007
The power of dreams:
Explore/Feel; you can read
No format, but immediate
download No special content Immediate online
9 Lexus 16-Jul 2007 No title Semi-detailed format No special content
Immediate new thanks
webpage with title, Immediate
10 Mazda 16-Jul 2007 No title
11 Mercedes-Benz 16-Jul 2007 Discover the passion Detailed format No special content NO No detailed
12 Mitsubishi 16-Jul 2007 No title
No information required for e-
downloading No special content No Immediate 3 days by mail
13 Nissan 16-Jul 2007 Keep in touch Detailed format No special content No Website not working 4 days by mail
14 PEUGEOT 16-Jul 2007 No title
No detailed format for
immediate downloading No special content No Immediate 3 days by mail
15 Porsche 16-Jul 2007 Dialogue Detailed format No special content No
16 Renault 16-Jul 2007 No title Semi-detailed format No special content No No detailed
17 SEAT 16-Jul 2007
Driven by passion/Auto
emocion Semi-detailed format No special content No No detailed 4 days by mail
18 Skoda 16-Jul 2007 No title Semi-detailed format No special content No No detailed
7 days by mail, plus
follow-up call
19 Smart 16-Jul 2007
Rediscover the city/Smart
World Semi-detailed format No special content No No detailed
20 Suzuki 16-Jul 2007
Experience the world of
Suzuki Detailed format No special content
Anonymous website
thanks Few days by post
7 days by mail, plus
follow-up call
21 Toyota 16-Jul 2007 One day No detailed format No special content No No detailed
22 Volvo 16-Jul 2007 No title No detailed format No special content No No detailed
23 VW 16-Jul 2007 No title No detailed format No special content No No detailed
Honda UK: the web page may be sent to a friend
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.
Competitor Brochure Download Tracking
Registered interest in UK as these templates are often used in EU
Manufactures Date registered Positioning
Features of the specific
webpage Content Thanks or/follow up Expected delivery Date of Delivery August September October November December
1 Alfa Romeo 17-Jul 2007 No title Detailed format Detailed Format End with car's video
48 hours - need to be
contacted by local dealer
After 3 days by mail,
no contacting yet
2 Audi 17-Jul 2007
Audi Experience: welcome to
the World of Audi UK
No detailed format for
immediate downloading No special content No
Immediate downloading or
5 days by post
3 BMW 17-Jul 2007 No title
No detailed format for
immediate downloading No special content No Immediate
BMW MINI: mobile
text confirming the
4 Chevrolet 18-Jul 2007 No title Semi-detailed format No special content
Immediate e-mail back:
title, surname, nearest
Immediate on web, with
client's title and surname,
5 Citroen 17-Jul 2007
Just imagine what Citroën can
do for you Semi-detailed format No special content
Anonymous website and e-
mail thanks
6 Fiat 17-Jul 2007 No title
No detailed format for
immediate downloading
Micro site with three options:
brochure downloaded, book a
Immediately for all
model/car
7 Ford 17-Jul 2007 Feel the difference
No information required for e-
downloading No special content No Immediate
8 Honda 17-Jul 2007
The power of dreams:
Explore/Feel; you can read
No format, but immediate
download No special content Immediate online
9 Lexus 17-Jul 2007 No title Semi-detailed format No special content
Immediate new thanks
webpage with title, Immediate
10 Mazda 17-Jul 2007 No title
11 Mercedes-Benz 17-Jul 2007 Discover the passion Detailed format No special content NO No detailed
12 Mitsubishi 17-Jul 2007 No title
No information required for e-
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
13 Nissan 17-Jul 2007 No title
No detailed format for
immediate downloading No special content No Immediate 3 days by mail
14 PEUGEOT 17-Jul 2007 Dialogue Detailed format No special content No
15 Porsche 17-Jul 2007 No title Semi-detailed format No special content No No detailed
16 Renault 17-Jul 2007
Driven by passion/Auto
emocion Semi-detailed format No special content No No detailed 4 days by mail
17 SEAT 17-Jul 2007 No title Semi-detailed format No special content No No detailed
7 days by mail, plus
follow-up call
18 Skoda 17-Jul 2007
Rediscover the city/Smart
World Semi-detailed format No special content No No detailed
19 Smart 17-Jul 2007 Experience the world of Suzuki Detailed format No special content
Anonymous website
thanks Few days by post
7 days by mail, plus
follow-up call
20 Suzuki 17-Jul 2007 One day No detailed format No special content No No detailed
21 Toyota 17-Jul 2007 No title No detailed format No special content No No detailed
22 Volvo 17-Jul 2007 No title No detailed format No special content No No detailed
23 VW17-Jul 2007 Wilkommen bei Volkswagen Same Flash platform in
Western EU
Yes, newsletter (name, title
and e-mail and address)
Not yetImmediate
Honda UK: the web page may be sent to a friend
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.
Competitor Email Newsletter Tracking
Registered in EU countries when the newsletter appeared different to the one being used in the UK
Manufactures
Country of
Registration Website Positioning Featurs of the specific webpage Thanks or/follow up
Expected
Frequency
Receiving August September October November December
1 Alfa Romeo Italy www.alfaromeo.it Same as UK web site Semi-detailed newsletter
Yes, for all cars/model they sent a
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
3 BMW Germany www.bmw.de NO General enquires
Thank you displayed on a new website
page Weekly
4 Chevrolet Germany
www.chevrolet.d
e No title, same online platform in Western EU
Title, name, surname, e-mail address and
Telephone number are basic requirements.
Thank you displayed on a new website
page Weekly
5 Citroen France www.citroen.fr
No special website title, but a
sponsoring/promotional movie in the
homepage
Not detailed personal format, but focused on
time of purchasing Anonymous follow-up letter Weekly
6 Fiat Italy www.fiat.it
Milestone movie Fiat/Italy linking the
company to the national community.
My Garage: a special customised webpage
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
the client of MOT date, car taxes,
insurances...
A customised e-mail confirming the
registration process, plus a link for
cancel it Weekly
7 Ford Germany www.ford.de Feel the difference
similarities in the platform. Name, title and e-
mail address required Weekly
8 Honda ES/FR/PT www.honda.es
The power of dreams: Explore/Feel; you can
read press and clients comments, plus
adding yours
HONDA ES FLASH TECHN. Honda policies:
6 diverse websites development according to
geographical areas - GE+NL+BE;
ES+FR+PT; SE+NO+DK; FI (Scand + movie
banner); EI (good), Italy (less tech).
Name and e-mail; Anonymous thanks
letter opening webpage Weekly
9 Lexus France www.lexus.fr No special website title. Same FLASH platform in Western Europe
No follow-up letter, but thank
acknowledge sooner after registration No express
10 Mazda
11 Mercedes-Benz Germany
www.mercedes-
benz.de
No special website title, but a
sponsoring/promotional movie in the
homepage No e-Newsletter No follow-up NO
12 Mitsubishi No e-Newsletter No NO
13 Nissan Germany www.nissan.de Shift Convention Same FLASH platform in Western Europe Anonymous follow-up letter Weekly
14 PEUGEOT France www.peugeot.fr Pour que l'automobile soit toujours un plaisir Yes E-Newsletter, Anonymous thanks letter Weekly
15 Porsche Dialogue detailed form
Anonymous follow-up letter, but
immediate thanks follow-up with my title Monthly
16 Renault France www.renault.fr Createur d'Automobiles Only name and time of purchasing No Weekly
17 SEAT Driven by passion/Auto emocion
No e-Newsletter, but you have to register to
read current and past news No No
18 Skoda www.skoda.de General contact form Anonymous follow-up letter Monthly
19 Smart EU www.smart.com Rediscover the city/Smart World No e-newsletter No NO
20 Suzuki Experience the world of Suzuki No e-newsletter NO NO
21 Toyota France www.toyota.fr Today, Tomorrow Toyota
Same Flash plathform for FR, GE, SE, FI,
DK, BE AND PT; less technological for ES,
No-Newsletter in the FR site, YES in the
German version Quarter
22 Volvo Only name and e-mail No No detailed
23 VW Germany
www.volkswagen
.de Wilkommen bei Volkswagen Same Flash plathform in Western EU Yes, newsletter (name, title and e-mail) Weekly
Honda UK: the web page may be sent to a friend
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.
Date Market Company URL Description Opportunity for Mazda
2:07:07 AT Renault from AdRelevance
Free Mobile
download in a
Banner
Very interesting use of
technology: users can
download the ad directly on
their mobile phone. It might
be a way for lunching new
model utilizing clients'
information.
- US Toyota
www.eyeblaster.c
om Overlay
Very nice overlay, it
captures users attention.
27:07:07 US Nokia
http://jealouscomp
uter.com
Viral Marketing.
Slapstick humour
works
Interesting use of viral
marketing: how laptops
react near the new Nokia
mobile.
23:07:07 IT Fiat Punto
http://www.fiatpunt
o.it Flash Game Fiat Punto Flash Game
7:08:07 US Sony Picture Scroll adv
Cool in-video advertising on
YouTube. It can be
switched off with a click, or
seen up the music videos.
7:08:07 US Coca Cola
www.coca-
cola.com Expand Adv
Interesting use of
technology. The user can
select his/her specific radio
program among selective
genres
http://www.eyeblaster.com/newsletter/archive/07/jul
y/demos/Toyota/start.htm
http://jealouscomputers.com/footage.php?lang=uk_
en
http://www.fiatpunto.it/ENG/default.asp
Web activity to note
http://www.freshcreation.nl/comments.php?id=1201
_0_1_0_C
http://www.music.coca-
cola.com/flash/html/ccmn_player_undock.html?loca
le=en_US&mode=undock
Screenshot
http://ads2.netcrawling.com/banners/07/07/02/520/9
17084_1183327801630_flash_1824ec843f65e2983
7bff10185407bb83/banner.html
7:08:07 US Coca Cola
www.coca-
cola.com
Commercial,
game and
download
The user can play,
download stuff and see
commercial. Interesting
example of interactivity
7:08:07 Coca Cola
www.coca-
cola.com
Coca Cola,
Second Life
competition,
videos displayed
on youTube
Very interesting use of
technology. It's a call for
new designers, and their
job will be see on youTube.
7:08:07 US Pepsi Cola USA www.pepsi.com
Pepsi
Competition, new
face of art
Call for new artists, which
may see their jobs
displayed on Pepsi website
7:08:07 US Pepsi Cola USA www.pepsi.com Pepsi and Dodge Autoshow and Concert
1:07:07 US Smirnoff
www.youtube.com
/contest
Smirnoff
Experience on
youTube
Interesting use of
technology. Users
described their own
Smirnoff Experience
uploading videos on
YouTube. The best one win
a world trip.
http://www.pepsistreetmotion.com/?or=pw.377
http://www.youtube.com/contest/SmirnoffExperience
http://www.coca-
cola.com/template1/index.jsp?locale=en_US&site=..
/downloads/downloads.html
http://www.virtualthirst.com/
http://www.newfaceofart.com/index.html?or=pw.377
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 banners
1 AT Cars Altavista 1 1 4
AT Information Altavista 1 1 2
AT Total Total Search 2 2 6
2 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 49
3 DK Cars Altavista 1 1 1
DK Cars Eniro 5 6 10
DK Cars Google 1 1 1
DK Total Total Search 7 8 12
4 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 60 137
5 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 80
6 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 110 116 265
7 NL Cars Excite 7 8 61
NL Cars Google 1 1 1
NL Cars Vinden 3 3 3
NL Total Total Search 11 12 65
8 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 15
9 PT Cars Google 1 1 1
PT Auction Google 1 1 1
PT Total Total Search 2 2 2
10 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 74
11 SE Cars Altavista 5 5 6
SE Cars Google 3 4 7
SE Total Total Search 8 9 13
12 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 91
13 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
HOW TO
ONCE A MONTH
The key set of competitors is marked yellow in the list of worksheets.
Key set of markets: Germany, UK, Italy, Spain, France
Task rotating in the AM team
ONCE A QUARTER
Task rotating in the AM team
DOCUMENTATION Key set Key set Whole set Key set Key set Whole set
Brand Pan-eurpoean platform? July August September October November December
Alfa Romeo
yes, but not consistent across
main markets
Audi yes
BMW yes
Chevrolet yes
Citroen no
Fiat yes
Ford yes
Honda
yes, but not consistent across
main markets
Lexus yes
Mercedes-Benz yes
MINI yes
Mitsubishi not sure
Nissan yes
PEUGEOT
yes, but not consistent across
main markets
Porsche yes
SEAT yes
Skoda
yes, but not consistent across
main markets
Smart yes
Suzuki no
Toyota
yes, but not consistent across
main markets
Volvo yes
VW
yes, but not consistent across
main markets
Screen homepage teaser of competitor's key set for key markets. Any new interesting communication activities to be added to
the specific worksheet. This screening should try to document all related activities (integrated campaigns) in other channels as
well.
The monthly screening will be enhanced to the complete competitors set (grey marked worksheets)
2007
Alfa Romeo Web activity to note
Date Market Media Type of communication activity URL Description Opportunity for Mazda
23:07:07 Italy Website Basic online website
http://www.alfaromeo.it/cgi-
bin/pbrand.dll/ALFAROM
EO_ITALIA/alfaedonna/alf
aedonna.jsp
Website for car section complete
in flash. Very creative showroom
entry and car selection.
Intersting example of how to
target the female audience.
Own videos can be post, as
well as messages. It's a kind
of online community. Maybe
we can push Mazda in
changing its only male target
market.
31:07:07 UK Microsite
Microsite in Flash for the lunch
of the new Spider
http://www.alfaromeo.co.u
k/spider/
Microsite in flash for the lunch of
the New Spider. The message:
design, speed and style is
confirmed.
The video clearly highlights all
car's characteristics, it's quite
emotional and dynamic. It's an
emotional way to lunch a new
car.
From May
to 1.07.07 DE Banner Online Advertising from AdRelevance Banners in flash.
Interesting use of technology
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
Screenshot
Audi Web activity to note
Date Market Media Type of communication activity URL Description Opportunity for Mazda
23:07:07 DE Website Basic online website www.audi.de
Website for car section complete
in flash. Quite static showroom
for car selection, but it starts with
a video underlighting the car
features: sport, freedom and
stability
Intersting example of a
emotional car showroom entry
page. Support the sober
mazda showroom entry pages
and car selection through
emotional and more brand-
representative redesign of this
area.
31:07:07 UK Website Basic online website
http://www.audi.co.uk/audi
/uk/en2.html
Website for car section complete
in flash. Also in the UK version, a
video is in evidence, but this one
has graphics.
Intersting example of a
emotional car showroom entry
page. Support the sober
mazda showroom entry pages
and car selection through
emotional and more brand-
representative redesign of this
area.
23:07:07 DE Website Interactive TV http://tv.audi.de/
Website for car selection in flash,
not very dynamic apart from the
upper screen.
Not very emotional car
showroom entry page, but the
interactive TV (info on new
cars, special events, and
more) is a very interesting
example of how to promote a
stylish car in a very stilist
environment (design show).
Screenshot
BMW Web activity to note
Date Market Media Type of communication activity URL Description Opportunity for Mazda
30:07:07 UK Website Basic online website
http://www.bmw.co.uk/bm
wuk/homepage/
Website for car section complete
in flash. Very static showroom
entry and car selection.
Interesting the "green message":
Energy is too much fun to waste".
Very sober car showroom
entry page. The message is
changing, and environment
issues are becoming more and
more relevants.
07.06.07 DE Website Basic online website
http://www.bmw.de/de/de/i
ndex_highend.html
BMW Interactive TV for
promoting new cars, special
features and events sponsored
by BMW, such as operas.
Intersting example of
promoting a car in different
environments (operas, …)
From 06/07/2007 until 29/07/2007 => 24 daysNL Banner Brand from AdRelevance Not very dynamic banner Flash
Again, in another market (NL)
the message is changing: low
CO2 emissions! http://www.bmw.nl/nl/nl/index_narrowband.html
From 04/07/2007 until 29/07/2007 => 26 daysAT Banner Brand from AdRelevance Flash Banner Car showroom in a banner. http://derstandard.at?ressort=autointra1
Screenshot
Honda Web activity to note
Date Market Media Type of communication activity URL Description Opportunity for Mazda Screenshot
07.06.07 Italy Website Basic online website
http://www.honda.it/car/co
ntent/index.fsp?fullscreen
=true
Website for car section complete
in flash. Very creative showroom
entry and car selection.
Intersting example of a
emotional car showroom entry
page. Support the sober
mazda showroom entry pages
and car selection through
emotional and more brand-
representative redesign of this
area.
27:07:07 JP Website Interactive online website
http://www.honda.co.jp/ma
gazine/
Website espressively dedicated
to Honda cars owners,
community, interaction, news, ect
. . .
The Japanese website is a
kind of Honda owners
community centre: info,
pictures, news , events . . .
30:07:07 JP Website Interactive online website
http://www.honda.co.jp/wo
man/
Website for car section complete
in flash. Very creative showroom
entry and car selection.
In the Japanese website I
have found this interesting
page espressively dedicated
to its female audience. Again
a shifting towards a different
target markets.
4:07:07 UK Banner Channel 4/Brand from AdRelevance Very dynamic flash banner
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
than the banner! http://www.channel4.com/entertainment/games/advertorial/hondamentalism/
23:07:07 UK Banner Brand from AdRelevance Very dynamic flash banner
It's very nice because it's
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
emoticons to be downloaded! http://www.honda.co.uk/car/s2000lb
Nissan Web activity to note
Date Market Media Type of communication activity URL Description Opportunity for Mazda Screenshot
23:07:07 UK Website Basic online website www.nissan.co.uk
Website for car section complete
in flash. Very creative showroom
entry and car selection.
Intersting example of a
emotional car showroom entry
page. Support the sober
mazda showroom entry pages
and car selection through
emotional and more brand-
representative redesign of this
area.
07.06.07 JP Website Basic online website www.nissan.co.jp
Website for car section complete
in flash. Very creative showroom
entry and car selection.
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
should started looking to
different messages for
promoting Mazda.
Toyota Web activity to note
Date Market Media Type of communication activity URL Description Opportunity for Mazda Screenshot
23:07:07 FR Website
Flash website; graphic used in
FR, ES, PT, BE www.toyota.fr
Website for car section complete
in flash. Very creative showroom
entry and car selection.
Intersting example of a
emotional car showroom entry
page. Support the sober
mazda showroom entry pages
and car selection through
emotional even though the
graphic higlights the low
emissions characteristic of
Toyota cars.
30:07:07 JP Website Basic online website
http://www.toyota.co.jp/en/
index.html
Website in Flash. Not really
creative, being developed mainly
for the 50 years anniversary of
the Toyota Motor Sport. Indeed,
news can be doanloaded using
RSS.
Intersting example of a joint
collaboration with Reuters. All
news regarding Toyota, as
well as Stock Prices are
dowloadable via RSS.
6:07:07 UK Banner Brand www.toyota.co.uk
Banners in flash. Not very
creative.
It promotes a trip to Orlando
(Disney) for all family
members.
Manufactures
Country of
Registration Website Registration Communication/website Distinctiveness Specific Web page July August September October November December
1 Alfa Romeo Italy www.alfaromeo.it 19-Jul 2007 No title
You&Alfa and Alfa&Donna (women) links; the
latest is dedicated to female car drivers. They
http://www.alfaromeo.it/cgi-
bin/pbrand.dll/ALFAROMEO_ITALIA/alfaedonn
2 Audi Germany www.audi.de 19-Jul 2007 Wilkommen bei Audi Deutschland
Customised movie in the home page, plus link
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
4 Chevrolet USA
www.chevrolet.co
m 19-Jul 2007 An American Revolution All information are downloadable in your palm.
http://www.chevrolet.com/requestinfo/index.jsp?
year=2007&vModelName=Cobalt&modelId=07
GM USA
http://www.onstar.
com/us_english/js 27 - Jul 2007
Get the on star treatment, no matter who you
are
All services are via mobile phones and
requests are set up immediately
Pontiac USA
http://www.pontiac
.com/divisional/ne 27 - Jul 2007 Who says passion can't be defined
Microsite. They have an agreement with Virgin
Digital
Buick USA
http://www.buick.c
om/clubhouse/ind 27 - Jul 2007 Buick Golf Club Interactive videos explained by Tiger Wood
GMC USA
http://www.letstalk
trucks.com/?cmp 27 - Jul 2007 Let's talk What real clients have to say
GM USA
http://www.gm.co
m/company/onlyg 27 - Jul 2007 Go Green
Microsite. They have an agreement with Virgin
Digital
GM USA
http://www.gm.co
m/automotive/inn 27 - Jul 2007 Welcome to ideas, innovation … How to submit ideas
Saturn USA
http://www.saturn.
com/saturn/vehicl 27 - Jul 2007 Rethink American Live Chat
5 Citroen France www.citroen.fr 19-Jul 2007 Toutes le routes menent a Citroen Free-Geolocalisation using mobile phone
http://www.citroen.fr/Cwf/Citroen/GenericIframe
SB.aspx?RubricId=490645be-fedf-44a2-a4f0-
6 Fiat Italy www.fiat.it 19-Jul 2007
Milestone movie Fiat/Italy linking the company
to the national community.
My Garage: a special customised webpage
where saving the personalised car of your
Fiat-500 Italy www.fiat500.com 19-Jul 2007 500 WANTS YOU
Communities, youtube videos, music&jingle
competition, competition for winning a 500 if http://www.fiat500.com/eng/index.asp?par=ind
Fiat-Bravo Italy www.fiatbravo.it 19-Jul 2007 Bravo e si vede - Bravo TV (youtube)
Flash Lunch. It's nice because it creates an
expectation http://www.bravoesivede.it/
Fiat-Scudo Italy
http://www.fiatscu
do.it/ 27 - Jul 2007 Video Gallery Videos display all features
Fiat-Idea Italy
http://www.fiatidea
.it/Idea_start.htm 27 - Jul 2007 For Female drivers Promotions
7 Ford Germany www.ford.de 17-Jul 2007 Feel the difference
similarities in the platform. Name, title and e-
mail address required
Lincoln USA
http://www.lincoln.
com/?referrer=htt 27 - July 2007 Interactive experience
Nice flash application, it makes you fell it and
indeed, pushing the safety bottom, you can see
Lincoln USA
http://www.mydre
am.tv/?sReferrer= 27 - July 2007 My dreams, how to fulfil them
it's a community on the base of specific
dreams, with experts and comments
Jaguar USA
http://newxk.keyc
ast.com/keycast/j 27 - July 2007 Drive, Fell, See Flash Microsite
Land Rover USA
http://apps.us.lan
drover.com/lr3/sit 27 - July 2007 Experience the Land Rover Flash Microsite, all features explained
8 Honda ES/FR/PT www.honda.es 17-Jul 2007
The power of dreams: Explore/Feel; you can
read press and clients comments, plus additing
yours
HONDA ES FLASH TECHN. Honda policies: 6
diverse websites development according to
geographical areas - GE+NL+BE; ES+FR+PT;
SE+NO+DK; FI (Scand + movie banner); EI
Honda JP http://www.honda.co.jp/ 27 - July 2007The Power of Dreams
Interactive screen, a kind of playground
Honda JP http://www.honda.co.jp/magazine/27 - July 2007The Power of Dreams
The magazine, another playground
Honda JP http://www.honda.co.jp/magazine/owner-fit/ 27 - July 2007The Power of Dreams
The community
9 Lexus France www.lexus.fr 17-Jul 2007 No special website title. Same FLASH platform in Western Europe
Lexus USA
http://www.articula
te-sf.com/Lexus/ 27 - July 2007 Hibryd Life Forum
10 Mazda USA
http://www.mazda
usa.com/MusaW 17-Jul 2007
11 Mercedes-Benz Germany
www.mercedes-
benz.de 17-Jul 2007
No special website title, but a
sponsoring/promotional movie in the homepage No e-Newsletter
12 Mitsubishi Japan
http://www.mitsubi
shi.com/e/index.ht 27-Jul 2007 No special title They have RSS
13 Nissan Germany www.nissan.de 17-Jul 2007 Shift Convention Same FLASH platform in Western Europe
14 PEUGEOT France www.peugeot.fr 17-Jul 2007 Pour que l'automobile soit toujours un plaisir Yes E-Newsletter,
15 Porsche 17-Jul 2007 Dialogue detailed form
16 Renault France www.renault.fr 17-Jul 2007 Createur d'Automobiles Only name and time of purchasing
17 SEAT 17-Jul 2007 Driven by passion/Auto emocion
No e-Newsletter, but you have to register to
read current and past news
18 Skoda 17-Jul 2007 General contact form
19 Smart USA
http://www.smartu
sa.com/ 27-Jul 2007 Rediscover the city/Smart World Reservation program: $99 + Smart TV
20 Suzuki 17-Jul 2007 Experience the world of Suzuki No e-newsletter
21 Toyota France www.toyota.fr 17-Jul 2007 Today, Tomorrow Toyota
Same Flash platform for FR, GE, SE, FI, DK,
BE AND PT; less technological for ES, NO; ad
22 Volvo USA
http://new.volvoca
rs.com/s80/flash. 27 - July 2007 Luxury is a car that . . .
Nice Flash application, for all car specifications
you can see both the commercial and in house
Volvo USA
http://www.volvoc
ars.us/footer/abou 27 - July 2007 Volvo Saved my Life
Clients' own experiences; you can see their
pictures and listen to their own story
23 VW Germany
www.volkswagen.
de 17-Jul 2007 Wilkommen bei Volkswagen Same Flash plathform in Western EU
Honda UK: the web page may be sent to a friend
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.