VOLVO CARS CORPORATION Presentation at BrandMaker Conference in Cologne May 15 Anna Vilhelmsson and Elena Borrego

Transcription

1 VOLVO CARS CORPORATION Presentation at BrandMaker Conference in Cologne May 15 Anna Vilhelmsson and Elena Borrego

2 AGENDA 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions

3 Designed around you since 1927 Cars are driven by people. The guiding principle behind everything we make at Volvo, Assar Gabrielsson & Gustaf Larson, the founders of Volvo therefore is and must remain safety.

4 Designed around you Everything we do starts with people. It s what makes us different from other car companies, and it s at the heart of everything we create. That s why Volvo cars are designed around you

5 Our Vision Our vision is to be the world s most progressive and desired premium car brand

6 Our MISSION Our global success will be driven by making life less complicated for people, while strengthening our commitment to safety, quality and the environment.

7 NEW DESIGN DIRECTION Concept XC Coupé Concept Coupé Concept Estate

8 The world of Volvo Cars USA Camarillo Design centre sold cars (2013) employees (2013) retailers in 100 countries Denmark Copenhagen RD Centre SPAIN Barcelona Design centre SWEDEN Gothenburg Head office, Product development, Design centre, Marketing, Administration, Car production Skövde, Floby and Olofström Component manufacturing BELGIUM Gent Car production MALAYSIA Kuala Lumpur Assembly factory CHINA Volvo Car China Shanghai China Headquarters, Engineering Centre, Design Studio, Sales Chengdu Manufacturing plant Daqing Manufacturing plant Zhangjiakou Engine manufacturing plant

9 AGENDA 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions

10 An introduction to Volvo Cars Content Store Plan, adapt and roll out global marketing campaigns easily 10

11 VOLVOCARS Content Store BRANDMAKER MODULES Media pool: up and running since June 2013 Smart access: up and running since June 2013 Job manager: up and running since June 2013 Review manager: not yet implemented Marketing Planner: not yet implemented The Shop: market by market roll-out started Aug 2013 Web-to-print: market by market roll-out started Aug 2013 Web-to-web: market by market roll-out started Aug 2013 Brand management portal: project started May 2014

12 VolvoCARS Content Store - Statistic (status April 2014) Asset Bank LIVE since June 2013 Media available >35,500 assets (Images, Films, PDF, INND ) Global Interface 2,100 users 85 countries 50% VCC 50% Agencies & Suppliers 27% more active users compared to previous system Top 15 Org. Units most active (Asset Downloads since June 13-April 14) China 8382 Korea 6734 Sweden Local Agencies 6459 Japan Local Agency 6005 Sweden NSC 5900 China Local Agencies 5594 Germany Local Agency 5569 Global Agencies 5480 Russia 4660 UK Local Agency 3418 Switzerland Local Agency 3394 France Local Agency 3347 UK 3030 US +US Local agency 3021

13 Date Created: 13

14 Volvocars content store - ONE GLOBAL ASSET BANK

15 VOLVOCARS Content Store - value contribution One platform supporting Content Distribution within all areas (Marketing, Customer Service, PR) Towards a real MRM System supporting all Marketing activities One Stop Shop for dealer material Produce centrally adapt locally Marketing Planning - align global planning towards NSCs Brand Portal - improving ways of directing the users and to distribute campaigns & brand content in a smarter way

16 High level Content Store Stakeholders & workflows between Global and Local collaboration in Content Store: VCC Global Marketing Content Store Campaigns NSCs + Other agencies Production Global: Asset Bank/Global toolkits Market Administrators Local Users Distribution Frontema Dealer Local: Assets & Web to Publish tool

17 AGENDA 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions

18 THE Dealer module = Web to publish The Dealer module will be the one-stop-shop for marketing material, where NSC s and dealers easily can adapt global produced PRINT and DIGITAL templates.

19 VOLVOCARS CONTENT STORE - THE DEALER MODULE Objective: Enable local marketers to easily use and adapt centrally produced material for local use Ensure Brand consistency in communication from all touchpoints Enable savings in the markets Dealer Module Result: Decommission local systems and minimize repetitive local agency activities Consistency in communication Facts: Roll-out, market by market, started in August 2013 with 3 pilots: AU, IT & UK Continued roll-out with the same approach during 2014 and 2015

20 CURRENT/PREVIOUS Process FOR Dealer Tactical ADS Global Campaign available at Content Store Local Agency NSC evaluates if Global can be used Transcreation at Local agency Or Local creation of ads Same effort is duplicated - opportunity to make these efforts more efficient globally Lack of securing the Brand Guidelines

21 Tomorrow Global Template Process (High level) Global Toolkits deliver In design material to W2P/HTML Design Manager creates dynamic template: Securing global brand consistency Best Practice expands the NSC/dealer marketing assets options on a world base NSC Local templates with determined needs (To define cost model or local set up) Simple adaptation steps for the dealers VCC Global Toolkits Content Store Global Template Center (Dealer Modules) Best Practice NSC Local templates = Virtual database 4 UK Dealer UK 5 CH IT ZA US Dealer Dealer Dealer Dealer

22 dealer module process Content Store Modules in CS Smart Access Asset Bank Shop Global toolkits are created Web to Print/HTML (Module for customising the template, will not be visible in the menu bar) Global Assets Tactical Material print and HTML Configure print and HTML template NSC/ NSC Agency Tag assets Upload local assets Tactical * Print/HTML Translate and configure the template Dealer/ Dealer Agency Assets available Assets available Customise template and send to print Processes and modules already in place Processes and modules to be implemented in phase 2 *Local tactical is supported by global at implementation. NSC gets trained on template set up

23 EXAMPLES OF DEALER TACTICAL PRINTS Australia Italy A sample of the pilot markets tactical ads showed potential efficiencies on the template layouts and opportunities on securing Brand consistency and producing efficiencies UK

24 ONE Template for Multiple Variants Model S60 - Background XC60 - Background S80 - Background

25 AGENDA 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions

26 Experiences and CHALLENGES; DEALER MODULE Warm welcome to the Dealer module in the markets High acceptance towards the Best practises approach VDB s set-up is complex in the system Due to the complex set-up we put risks on future system upgrades Standard vs. Local configurations has to be managed market by market

27 Experiences and CHALLENGES; GENERAL The platform has a real MRM approach and will help us to be more efficient Clarify your needs before investing; take one step at the time Release management and quality assurance on upgrades A truly global platform needs to support all languages Missing a dialogue before voting on product development cycles

28 AGENDA 1. Presentation of the company 2. Introduction to the Volvo Cars Content Store 3. Case study: the Dealer Module case 4. Experiences and challenges 5. Questions

29 QUESTIONS?

30 Contact information Anna Vilhelmsson Volvo Cars Marketing Communications Sr Manager Content Distribution Elena Borrego Volvo Cars Marketing Communications Manager Content Distribution

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