Toyota Realtime Model - Enabling a new Marketing approach - Karen Peeters Senior Manager Interactive, Asset Management & Publications Timo ...
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Toyota Realtime Model - Enabling a new Marketing approach Karen Peeters Senior Manager Interactive, Asset Management & Publications Timo Winkelbach Senior Project Manager CGI Data & Processes
Scope of department
CAD BTL e-SERVICES
Virtual model Production of Website strategy
setup brochure & & online tools
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2 5/4/2012
Enabling our markets to cater
for expansion of (especially
digital) BTL channels to reach
maximum audience in a
resource efficient way
Shift of focus 1. Cross channel communication 2. From project to process 3. Life cycle management
Fast increase of publication channels due to
customized communication & boom of new devices
GRADE
GRADE
MOBILE
MOBILE PAGE
PAGE
WEBSITE
WEBSITE
LEAFLET
LEAFLET CAR
CLASSIC TABLET CAR
//DM
DM CLASSIC TABLET CONFIG
WEBSITE WEBSITE CONFIG
WEBSITE WEBSITE
MODEL
MODEL
BROCHURE WEBSITE PAGE
PAGE FINANCE
BROCHURE WEBSITE FINANCE
PRESALES TOOL
TOOL
PRESALES
BROCHURE SOCIAL
SOCIAL FILTER
FILTER
BROCHURE e-BROCHURE
e-BROCHURE SHARING
SHARING TOOL
TOOL
Marketing Resource Management (MRM)
The 5 M’s
MATERIAL
(WHAT)
MANPOWER
(WHO)
MACHINERY
(SYSTEMS)
MONEY
MINUTES
Breaking down asset production process
BRIEFING PRODUCTION LOCALISATION PUBLICATION
MATERIAL Too much Nr of iterations? How many image Different pub?
(WHAT) details,overlap? How? variants? Usage of each?
MANPOWER Efficient prep? Multiple Can we simplify Who?
(WHO) agencies? loc work?
MACHINERY Information Tools to share? Tools to share? Tools
(SYSTEMS) sharing? Automate? supporting loc?
Budget clear? Can we do Can we Budget clear?
MONEY
Hidden costs? cheaper? simplify? Hidden costs?
MINUTES Time leakage? Time leakage? Time leakage? Time leakage?
Actions identified related to CAD
1. Standardize repetitive tasks
PRE-PRODUCTION
2. Sign off process Virtual Model
3. Asset production process PRODUCTION
4. Increase usage of created assets
CGI process improvements
1. Standardize:
Colour approval & Material Library
Before: 1F7 silver… …is 1F7 silver… …is 1F7 silver…
Colour-calibrated Light box for
computer screen! printed images!
Decision: Now:
1 Exterior light setup standardised for all models One list with all Toyota colours
(tested on iQ, Auris and Land Cruiser) with standardised
RGB and CMYK values
1 Interior light setup standardised for all models
for Print and Online usage
(tested on iQ, Auris and Land Cruiser)
across the whole Toyota range
1 Set of exterior colours standardised for all models
(for all screen and print usages)2. Optimize asset production process:
Shift from Maya to Realtime production
Challenges:
Maintain quality (Maya) Reduce costs Use new technology (process risk)
Costs per brochure asset (studio shot):
Moving from Maya-based to Realtime assetproduction: 20% saving/asset
Based on final costs per asset
More assets in Car Configurator production:
Moving from Maya-based to Realtime assetproduction: 10x more assets
Comparison is based on a new model launch from 2007 and 20113. Optimize asset production process: Shift from Maya to Realtime production
4. Increase usage of created assets: The multiple lives of the 360 spin Before: Toyota Website Toyota Website Toyota Car Configurator Interactive Model Page Colour Chooser Page Exterior & Interior 360 view 3 different render formats for more or less the same purpose Limited flexibility > more variants = more costs No colour consistency > different look and feel 360 spin limited to 8 angles (Exterior)
4. Increase usage of created assets:
The multiple lives of the 360 spin
Toyota Website Toyota Website Toyota Car Configurator
Interactive Model Page Equipment Details Page Exterior & Interior 360 view
Cross-platform and
cross-device usage
Fully interactive 360 exterior & interior spin for all product details (1 render)
Soon compatible across all platforms and devices4. Increase usage of created assets: The multiple lives of the 360 spin www.toyota.nl www.toyota.de www.toyota.dk Full flexibilty for any communication strategy (campaigns, special models, etc.)
4. Increase usage of created assets:
The multiple lives of the 360 spin
Lexus Website Lexus Car Configurator
Model overview page Exterior & Interior 360 view
Synergies across Lexus and Toyota brands4. Increase usage of created assets:
The multiple lives of the 360 spin
Product details Car Configurator 3D Accessories
Synergies in re-using assets Full 3D Accessory integration
Possibility to show all detailsResult
Actions identified related to CAD PRE-PRODUCTION 1. Standardize repetitive tasks 2. Sign off process Virtual Model > Significant contribution to improved Time To Market PRODUCTION 3. Asset production process 4. Increase usage of created assets > One unified asset format delivering 20% cost savings (Avg)
Create more rewarding & more emotionally driven
communication with the new BTL Platform
> Reinvest cost savings achieved by the switch MAYA to Realtime
NEW
BTL Platform basket
delivers assets to
Brochure
E-brochure
Website
Mobile website
Pictures / Flickr
Movies / YouTube
Online tools
For each model, we can decide on the most relevant asset mixThe result
MATERIAL
Introduction BTL Platform
(WHAT)
MANPOWER
20% Headcount reduction
(WHO)
MACHINERY
Introduction DAM & Picture Book
(SYSTEMS)
MONEY Reinvestment of savings (20%) in production of rich assets
MINUTES First assets delivered 3-4 weeks earlier (45% improvement)Thank you Karen.Peeters@Toyota-Europe.com Timo.Winkelbach@Toyota-Europe.com
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