1

opel.xx / N*

2

The challenge: to marry N* with opel.xx

• GM NorthStar program builds a common platform for B2C web applications to leverage synergies globally

• Opel.xx entails a common UI Design Vision and offers a marketing program capable of providing the competitive edge to sustain a 4-star site and the leading edge to become a 5-star site

• Find opportunities to build a combined opel.xx / N* advantage into upcoming paid for marketing and technical efforts

• Document all hidden efforts to make them transparent, accountable, and measurable when needed

3

What Northstar is about

• GM NorthStar programme builds a common platform for B2C web applications to leverage synergies globally

• Common standards & frameworks• Common core components & services• Common hosting & operations

• Objective of NorthStar 5 (N*5): increase GME Online Marketing capabilities by leveraging the N*3 solution (opel.de) for the other European Opel NSC

• Increase average functionality, reduce overall cost• Project Status: Plan/Define contracted, officially started

4

What opel.xx is about

• Currently, different online “Look & Feels” exist throughout Opel Europe – but consistency is required

• According to Opel Europe, none of the solutions has the desired “5 star” quality

• More emotion, fresh thinking & “interaction” required• Zentropy Partners Frankfurt pro-actively developed and

presented “Opel.xx” as integrated, consistent UI vision and marketing program

• Positive feedback from important stakeholders

5

What opel.xx does

• Provides focus on marketing efforts• explicit focus on product and brand• build experience along the path of shopping, buying, owning• provide countries with localized content, manageable by one• allow for much needed tactical measures• eliminate traffic poor areas• cut redundancies within work intensive product information• marry campaign efforts with carline• recognize the user• strengthen partnership with dealers

6

What opel.xx does

• Provides focus on brand effort• efficient market penetration through seamless integration of offline and online efforts: one message, one voice, one experience• product campaign and carline become one• find Opel where you least expect Opel, fresh ideas for online media• flexible responsiveness toward tactical measures

7

Immediate opportunities to implement opel.xx/N* within upcoming marketing campaigns

• Big Bang Phase I, Deutschland macht den Opel Test, Germany only• Big Bang Phase II, have the following lined up for European roll-out

• dedicated homepage incl. catwalk, sidewalk, big band wallpaper• opel.xx dashboard incl. Homepage ‘sidewalk’• test drive registry• dealer locator Europe wide?• Brandstreets (carline)for all tested models?

• Opel.de Refresh

QuickTime™ and aTIFF (LZW) decompressor

are needed to see this picture.

8

Opel.xx exemplified, differentiating Factor 1:Focus on Product and Brand

– Opel cars• The Catwalk – intuitive product launchermit ausgedruckt

9

Opel.xx exemplified, differentiating Factor 1:Focus on Product and Brand

– Opel cars• The Catwalk – intuitive product launchermit ausgedruckt

Make it fun to find

Up front & currentwith fresh ideas,

local news & events

10

Opel.xx exemplified, differentiating Factor 1:Focus on Product and Brand

– Opel cars• The Catwalk – intuitive product

launcher

• Brand Streets – campaign colored, highly interactive carlines

mit ausgedruckt

11

Opel.xx exemplified, differentiating Factor 1:Focus on Product and Brand

– Opel cars• The Catwalk – intuitive product

launcher

• Brand Streets – campaign colored, highly interactive carlines

mit ausgedruckt

Rich media experiencewithin flash container

12

Opel.xx exemplified, differentiating Factor 1:Focus on Product and Brand

– Opel cars• The Catwalk – intuitive product

launcher• Brand Streets – campaign colored,

highly interactive carlines• We Build Your Car –integrated car

configurator, dealer locatormit ausgedruckt

Sample GTC: change color while driving

Sample Dealer CD:hands on

Sample opel.xx:fully integrated

13

Opel.xx exemplified, differentiating Factor 1:Focus on Product and Brand

– Opel cars• The Catwalk – intuitive product launcher• Brand Streets – campaign colored, highly interactive carlines• We Build Your Car - integrated car configurator, dealer locator

mit ausgedruckt

Sample GTC: change color while driving

Sample Dealer CD:hands on

Sample opel.xx:fully integrated

Configuratorfully integrated

in campaign world

14

Opel.xx exemplified, differentiating factor 2:Respect & value the customer

– Opel owning - Personal Information - automated storage and information.- Language Chooser - enjoy opel.xx in your native language.- Bonus System - integration with Opel Card as it becomes available,

incentive system

15

Opel.xx exemplified, differentiating factor 2:Respect & value the customer

– Opel owning • Personal Information - automated storage and information• Language Chooser - enjoy opel.xx in your native language• Bonus System - integration with Opel Card as it becomes available,

incentive system

Language selector

16

Opel.xx exemplified, differentiating factor 3:Encourage local content

– Opel news • The Dashboard - centralized area for localized, short term tactical content• The Dashboard Editor - straight forward editor for NSC’s content

managementmit ausgedruckt

17

Opel.xx exemplified, differentiating factor 3:Encourage local content

– Opel news • The Dashboard - centralized area for localized, short term tactical content• The Dashboard Editor - straight forward editor for NSC’s content

managementmit ausgedruckt

Tactical measuresmade easy for countries

Fresh ideasaccessible from hp

NSC Home Page NSC Dashboard

18

Opel.xx exemplified, differentiating factor 3:Enable localized content: The Dashboard Editor

}

19

Overview

Dashboard Brand Street Owning

20

Dashboard Brand Street Owning

Innovate

Overview

21

Dashboard Brand Street Owning

Impress

Innovate

Overview

22

Dashboard Brand Street Owning

Innovate

ImpressMake friends

Overview