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A             B          C        D               E           F              G          H         I          J        K          L         M         N         O          P          Q
1
2                                                                                                   AD SPEND EUROS 000
3
4                            Germany                     UK                      Italy                  Spain               France            Scandinavian        Benelux + CH               Total
5                         2006    2007*       2006            2007*       2006           2007*      2006     2007*       2006    2007*       2006     2007*      2006     2007*       2006       2007*
6
7    MAZDA                     209     1415        599              793        493            276    1486          161        5          1        205       96        223       240     3220       2982
8
9    KEY SET
10   ALFA ROMEO             655         962     252                  21    1286             331       593        93        710        0         46         18       80       254        3623       1678
11   AUDI                  1511        2475     424                 196     142              45       179       176        165      269        199        569      173        96        2793       3826
12   BMW                   3039        2115    1758                 455    1457             392       566       145        224      567         17        102      309       197        7369       3974
13   HONDA                 1711         555     655                1239     262             166       206        84        593      728        542        542       49       203        4020       3516
14   NISSAN                2329        2052    5405                4551     450             497      1982       429       2507     1501        341       1002      220       176       13234      10207
15   TOYOTA               16508       12160    6910                2372     241              64       921       681        175      124       1164        641     1506       524       27424      16566
16                TOTAL   25753       20319   15403                8834    3838            1494      4448      1607       4373     3189       2310       2874     2337      1450       58462      39767

17   EXTENDED SET
18   CHEVROLET              901         900     115               180       433             147         2        61        177      646         51         93       66       277        1746       2305
19   CITROEN                576        1001     130               378        30               4      7853      4076       1014     1929        158        614      597       230       10359       8232
20   FIAT                   314         438     446               248      1753            1271         5       181          7        0          2          3      317       198        2843       2338
21   FORD                  1157         764    5636              3128       321             145     11047      2885       2049      993        635        571      495       324       21339       8810
22   LEXUS                 3842        5856     217               506         1               1       203        52         84       32        149         81      192        78        4688       6606
23   MERCEDES-BENZ         2470        5037     626              1038       453             331        23        59        940      204         89        119      719       388        5319       7176
24   MINI                  1222         275     338               150       698             124                  69        221      159          0          0      142         3        2621        780
25   MITSUBISHI             394          92    4433              2233       187              18        60         0         27      280        294        672       64       186        5458       3481
26   OPEL                  5553        6167    2611              2534      2166             715      1856        31        883     2360        257        499     2164      1868       15490      14173
27   PEUGEOT                367        4052    4481              8153      1459            1132      2311       711       4529     3675        616        261      784      1429       14547      19412
28   PORSCHE                 75         178       1                22        19               3         0         0          0       44          0          0        5         0         100        247
29   RENAULT              36637       49615    4190             11917      3136            1236     11653      1497       4015     4415        427         28     1516      1075       61576      69783
30   SEAT                  1321         878     867               357       903             701     10356      1341        425      457         98        226      163       166       14133       4125
31   SKODA                  399         744     424                83        84              40        10       132          3      540       2227       1121      254       134        3401       2795
32   SMART                  526         446      85               163       286             151      1983        23        362      226          0          0      374       237        3614       1245
33   SUZUKI                 296        1042    4217              1594                         1                                       0          3         14       17         1        4534       2652
34   VOLVO                  856        1019     498              3163       334             121      2566       524        188      280         99        540      261       308        4802       5954
35   VW                    5624        5366    1469              1985       318             211       888        58       1052     1048       1643       2129      277       240       11270      11037
36   Others                1809        4933    4051              6356      2352            1764      2099      1077        484     1277       1163       1246     1091      1068       13049      17721
37               TOTAL    64337       88803   34836             44188     14932            8114     52916     12776      16460    18565       7910       8216     9499      8209      200890     188870
38
39   TOTAL                90299      110537   50838             53815     19263            9884     58849     14544      20838    21754      10219      11186    12059      9899      262366     231619
40
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 registration

10 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 format

12 Mitsubishi          13-Jul 2007     No title                                     No e-Newsletter                                No                                          NO
                                                                                    Anonymous thanks letter, with the details of
13 Nissan              13-Jul 2007     Keep in touch                                the nearest car dealer.                        Anonymous follow-up letter
                                                                                    They have an Online magazine plus
14 PEUGEOT             13-Jul 2007     No title                                     newsletter                                     No
                                                                                                                                   Anonymous follow-up letter, but
15 Porsche             13-Jul 2007     Dialogue                                     detailed form                                  immediate thanks follow-up with my title

16 Renault             13-Jul 2007     Renault ECO2                                 Only name and time of purchasing               No
                                                                                    No e-Newsletter, but you have to register to
17 SEAT                13-Jul 2007     Driven by passion/Auto emocion               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
                                                                                                                                   Follow-up letter with my title and
21 Toyota              13-Jul 2007     One day                                      detailed form                                  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


   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
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 car's 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   client's 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,       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
                                                                       No information required for e-
12 Mitsubishi            16-Jul 2007     No title                      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
                                                                       No detailed format for
14 PEUGEOT               16-Jul 2007     No title                      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
                                         Driven by passion/Auto
17 SEAT                  16-Jul 2007     emocion                       Semi-detailed format             No special content               No                        No detailed                4 days by mail
                                                                                                                                                                                              7 days by mail, plus
18 Skoda                 16-Jul 2007     No title                      Semi-detailed format             No special content               No                        No detailed                follow-up call
                                         Rediscover the city/Smart
19 Smart                 16-Jul 2007     World                         Semi-detailed format             No special content               No                        No detailed
                                         Experience the world of                                                                         Anonymous website                                    7 days by mail, plus
20 Suzuki                16-Jul 2007     Suzuki                        Detailed format                  No special content               thanks                    Few days by post           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


   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
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 car's 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    client's 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,        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
                                                                         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 for
13 Nissan                17-Jul 2007      No title                       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
                                          Driven by passion/Auto
16 Renault               17-Jul 2007      emocion                        Semi-detailed format             No special content               No                         No detailed                 4 days by mail
                                                                                                                                                                                                  7 days by mail, plus
17 SEAT                  17-Jul 2007      No title                       Semi-detailed format             No special content               No                         No detailed                 follow-up call
                                          Rediscover the city/Smart
18 Skoda                 17-Jul 2007      World                          Semi-detailed format             No special content               No                         No detailed
                                                                                                                                           Anonymous website                                      7 days by mail, plus
19 Smart                 17-Jul 2007      Experience the world of Suzuki Detailed format                  No special content               thanks                     Few days by post            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
                         17-Jul 2007       Wilkommen bei Volkswagen         Same Flash platform in         Yes, newsletter (name, title             Not yet
23 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
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 express

10 Mazda
                                                     No special website title, but a
                                       www.mercedes- sponsoring/promotional movie in the
11 Mercedes-Benz         Germany          benz.de    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
                                                                                                                                                           Anonymous follow-up letter, but
15 Porsche                                               Dialogue                                       detailed form                                      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
                                                                                                        No e-Newsletter, but you have to register to
17 SEAT                                                  Driven by passion/Auto emocion                 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
                                                                                                        Same Flash plathform for FR, GE, SE, FI,           No-Newsletter in the FR site, YES in the
21 Toyota                 France         www.toyota.fr   Today, Tomorrow Toyota                         DK, BE AND PT; less technological for ES,          German version                           Quarter

22 Volvo                                                                                                Only name and e-mail                               No                                         No detailed
                                       www.volkswagen
23 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
Web activity to note

Date       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_1824ec843f65e2983
2:07:07    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.fiatpunt
23:07:07   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=1201
7:08:07    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?loca
7:08:07    US              Coca Cola      cola.com           Expand Adv         genres                        le=en_US&mode=undock
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. It's a call for
                                www.coca-       videos displayed   new designers, and their
7:08:07        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 jobs
7:08:07   US   Pepsi Cola USA   www.pepsi.com   face of art        displayed on Pepsi website http://www.newfaceofart.com/index.html?or=pw.377




7:08:07   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 win
1:07:07   US   Smirnoff         /contest        youTube            a world trip.             http://www.youtube.com/contest/SmirnoffExperience
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
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 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
The monthly screening will be enhanced to the complete competitors set (grey marked worksheets)
Task rotating in the AM team

                                                                                      2007
DOCUMENTATION                                          Key set     Key set     Whole set   Key set          Key set Whole set
Brand       Pan-eurpoean platform?                      July       August      September   October         November December

              yes, but not consistent across
Alfa Romeo    main markets
Audi          yes
BMW           yes
Chevrolet     yes
Citroen       no
Fiat          yes
Ford          yes
              yes, but not consistent across
Honda         main markets
Lexus         yes
Mercedes-Benz yes
MINI          yes
Mitsubishi    not sure
Nissan        yes
              yes, but not consistent across
PEUGEOT       main markets
Porsche       yes
SEAT          yes
              yes, but not consistent across
Skoda         main markets
Smart         yes
Suzuki        no
              yes, but not consistent across
Toyota        main markets
Volvo         yes
              yes, but not consistent across
VW            main markets
Alfa Romeo Web activity to note


Date      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. It's 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   car's characteristics, it's quite
                                                                                         the New Spider. The message:          emotional and dynamic. It's 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 technology
to 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
Audi Web activity to note


Date      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).
BMW Web activity to note


Date       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 different
07.06.07   DE       Website      Basic online website         ndex_highend.html         by BMW, such as operas.           environments (operas, …)




                                                                                                                          Again, in another market (NL)
                                                                                                                          the message is changing: low
From 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.html




From 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
Honda Web activity to note


Date       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 this
07.06.07   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/




                                                                                                                          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
  23:07:07 UK      Banner      Brand                        from AdRelevance           Very dynamic flash banner          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




                                                                                                                 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 for
07.06.07   JP     Website       Basic online website         www.nissan.co.jp   entry and car selection.         promoting Mazda.
Toyota Web activity to note


Date      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.
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 can't 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    Let's 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. It's 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                                                                              it's 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.mazda
10 Mazda                    USA         usa.com/MusaW               17-Jul 2007
                                          www.mercedes-                              No special website title, but a
11 Mercedes-Benz          Germany             benz.de               17-Jul 2007      sponsoring/promotional movie in the homepage No e-Newsletter
                                        http://www.mitsubi
12 Mitsubishi               Japan       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
                                                                                                                                      No e-Newsletter, but you have to register to
17 SEAT                                                             17-Jul 2007      Driven by passion/Auto emocion                   read current and past news

18 Skoda                                                            17-Jul 2007                                                       General contact form
                                        http://www.smartu
19 Smart                    USA               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
                                                                                                                                      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 specifications
22 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

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Competitors landscape

  • 1. A B C D E F G H I J K L M N O P Q 1 2 AD SPEND EUROS 000 3 4 Germany UK Italy Spain France Scandinavian Benelux + CH Total 5 2006 2007* 2006 2007* 2006 2007* 2006 2007* 2006 2007* 2006 2007* 2006 2007* 2006 2007* 6 7 MAZDA 209 1415 599 793 493 276 1486 161 5 1 205 96 223 240 3220 2982 8 9 KEY SET 10 ALFA ROMEO 655 962 252 21 1286 331 593 93 710 0 46 18 80 254 3623 1678 11 AUDI 1511 2475 424 196 142 45 179 176 165 269 199 569 173 96 2793 3826 12 BMW 3039 2115 1758 455 1457 392 566 145 224 567 17 102 309 197 7369 3974 13 HONDA 1711 555 655 1239 262 166 206 84 593 728 542 542 49 203 4020 3516 14 NISSAN 2329 2052 5405 4551 450 497 1982 429 2507 1501 341 1002 220 176 13234 10207 15 TOYOTA 16508 12160 6910 2372 241 64 921 681 175 124 1164 641 1506 524 27424 16566 16 TOTAL 25753 20319 15403 8834 3838 1494 4448 1607 4373 3189 2310 2874 2337 1450 58462 39767 17 EXTENDED SET 18 CHEVROLET 901 900 115 180 433 147 2 61 177 646 51 93 66 277 1746 2305 19 CITROEN 576 1001 130 378 30 4 7853 4076 1014 1929 158 614 597 230 10359 8232 20 FIAT 314 438 446 248 1753 1271 5 181 7 0 2 3 317 198 2843 2338 21 FORD 1157 764 5636 3128 321 145 11047 2885 2049 993 635 571 495 324 21339 8810 22 LEXUS 3842 5856 217 506 1 1 203 52 84 32 149 81 192 78 4688 6606 23 MERCEDES-BENZ 2470 5037 626 1038 453 331 23 59 940 204 89 119 719 388 5319 7176 24 MINI 1222 275 338 150 698 124 69 221 159 0 0 142 3 2621 780 25 MITSUBISHI 394 92 4433 2233 187 18 60 0 27 280 294 672 64 186 5458 3481 26 OPEL 5553 6167 2611 2534 2166 715 1856 31 883 2360 257 499 2164 1868 15490 14173 27 PEUGEOT 367 4052 4481 8153 1459 1132 2311 711 4529 3675 616 261 784 1429 14547 19412 28 PORSCHE 75 178 1 22 19 3 0 0 0 44 0 0 5 0 100 247 29 RENAULT 36637 49615 4190 11917 3136 1236 11653 1497 4015 4415 427 28 1516 1075 61576 69783 30 SEAT 1321 878 867 357 903 701 10356 1341 425 457 98 226 163 166 14133 4125 31 SKODA 399 744 424 83 84 40 10 132 3 540 2227 1121 254 134 3401 2795 32 SMART 526 446 85 163 286 151 1983 23 362 226 0 0 374 237 3614 1245 33 SUZUKI 296 1042 4217 1594 1 0 3 14 17 1 4534 2652 34 VOLVO 856 1019 498 3163 334 121 2566 524 188 280 99 540 261 308 4802 5954 35 VW 5624 5366 1469 1985 318 211 888 58 1052 1048 1643 2129 277 240 11270 11037 36 Others 1809 4933 4051 6356 2352 1764 2099 1077 484 1277 1163 1246 1091 1068 13049 17721 37 TOTAL 64337 88803 34836 44188 14932 8114 52916 12776 16460 18565 7910 8216 9499 8209 200890 188870 38 39 TOTAL 90299 110537 50838 53815 19263 9884 58849 14544 20838 21754 10219 11186 12059 9899 262366 231619 40
  • 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 registration 10 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 format 12 Mitsubishi 13-Jul 2007 No title No e-Newsletter No NO Anonymous thanks letter, with the details of 13 Nissan 13-Jul 2007 Keep in touch the nearest car dealer. Anonymous follow-up letter They have an Online magazine plus 14 PEUGEOT 13-Jul 2007 No title newsletter No Anonymous follow-up letter, but 15 Porsche 13-Jul 2007 Dialogue detailed form immediate thanks follow-up with my title 16 Renault 13-Jul 2007 Renault ECO2 Only name and time of purchasing No No e-Newsletter, but you have to register to 17 SEAT 13-Jul 2007 Driven by passion/Auto emocion 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 Follow-up letter with my title and 21 Toyota 13-Jul 2007 One day detailed form 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 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 car's 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 client's 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, 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 No information required for e- 12 Mitsubishi 16-Jul 2007 No title 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 No detailed format for 14 PEUGEOT 16-Jul 2007 No title 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 Driven by passion/Auto 17 SEAT 16-Jul 2007 emocion Semi-detailed format No special content No No detailed 4 days by mail 7 days by mail, plus 18 Skoda 16-Jul 2007 No title Semi-detailed format No special content No No detailed follow-up call Rediscover the city/Smart 19 Smart 16-Jul 2007 World Semi-detailed format No special content No No detailed Experience the world of Anonymous website 7 days by mail, plus 20 Suzuki 16-Jul 2007 Suzuki Detailed format No special content thanks Few days by post 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 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 car's 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 client's 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, 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 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 for 13 Nissan 17-Jul 2007 No title 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 Driven by passion/Auto 16 Renault 17-Jul 2007 emocion Semi-detailed format No special content No No detailed 4 days by mail 7 days by mail, plus 17 SEAT 17-Jul 2007 No title Semi-detailed format No special content No No detailed follow-up call Rediscover the city/Smart 18 Skoda 17-Jul 2007 World Semi-detailed format No special content No No detailed Anonymous website 7 days by mail, plus 19 Smart 17-Jul 2007 Experience the world of Suzuki Detailed format No special content thanks Few days by post 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 17-Jul 2007 Wilkommen bei Volkswagen Same Flash platform in Yes, newsletter (name, title Not yet 23 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 express 10 Mazda No special website title, but a www.mercedes- sponsoring/promotional movie in the 11 Mercedes-Benz Germany benz.de 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 Anonymous follow-up letter, but 15 Porsche Dialogue detailed form 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 No e-Newsletter, but you have to register to 17 SEAT Driven by passion/Auto emocion 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 Same Flash plathform for FR, GE, SE, FI, No-Newsletter in the FR site, YES in the 21 Toyota France www.toyota.fr Today, Tomorrow Toyota DK, BE AND PT; less technological for ES, German version Quarter 22 Volvo Only name and e-mail No No detailed www.volkswagen 23 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 note Date 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_1824ec843f65e2983 2:07:07 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.fiatpunt 23:07:07 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=1201 7:08:07 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?loca 7:08:07 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. It's a call for www.coca- videos displayed new designers, and their 7:08:07 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 jobs 7:08:07 US Pepsi Cola USA www.pepsi.com face of art displayed on Pepsi website http://www.newfaceofart.com/index.html?or=pw.377 7:08:07 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 win 1:07:07 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 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
  • 9. HOW TO ONCE A MONTH 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 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 The monthly screening will be enhanced to the complete competitors set (grey marked worksheets) Task rotating in the AM team 2007 DOCUMENTATION Key set Key set Whole set Key set Key set Whole set Brand Pan-eurpoean platform? July August September October November December yes, but not consistent across Alfa Romeo main markets Audi yes BMW yes Chevrolet yes Citroen no Fiat yes Ford yes yes, but not consistent across Honda main markets Lexus yes Mercedes-Benz yes MINI yes Mitsubishi not sure Nissan yes yes, but not consistent across PEUGEOT main markets Porsche yes SEAT yes yes, but not consistent across Skoda main markets Smart yes Suzuki no yes, but not consistent across Toyota main markets Volvo yes yes, but not consistent across VW main markets
  • 10. Alfa Romeo Web activity to note Date 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. It's 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 car's characteristics, it's quite the New Spider. The message: emotional and dynamic. It's 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 technology to 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 note Date 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 note Date 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 different 07.06.07 DE Website Basic online website ndex_highend.html by BMW, such as operas. environments (operas, …) Again, in another market (NL) the message is changing: low From 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.html From 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 note Date 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 this 07.06.07 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/ 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 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 note Date 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 for 07.06.07 JP Website Basic online website www.nissan.co.jp entry and car selection. promoting Mazda.
  • 15. Toyota Web activity to note Date 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 can't 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 Let's 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. It's 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 it's 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.mazda 10 Mazda USA usa.com/MusaW 17-Jul 2007 www.mercedes- No special website title, but a 11 Mercedes-Benz Germany benz.de 17-Jul 2007 sponsoring/promotional movie in the homepage No e-Newsletter http://www.mitsubi 12 Mitsubishi Japan 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 No e-Newsletter, but you have to register to 17 SEAT 17-Jul 2007 Driven by passion/Auto emocion read current and past news 18 Skoda 17-Jul 2007 General contact form http://www.smartu 19 Smart USA 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 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 specifications 22 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