Modem Media Drives Web Efforts for General Motors in Europe; Opel Vectra Relaunch Forms Basis of Customer Relationship Marketing Program

22 June 1999

Modem Media Drives Web Efforts for General Motors in Europe; Opel Vectra Relaunch Forms Basis of Customer Relationship Marketing Program

    NORWALK, Conn.--June 22, 1999--Modem Media . Poppe Tyson , a leading builder and marketer of customer focused e-businesses, will develop a leading edge online presence for General Motors Europe . Modem was selected over several competing companies for its demonstrated excellence in online customer relationship programs.
    The project is comprised of two distinct phases. Firstly, the establishment of a common online presence for all National Sales Companies (NSCs), including a common user experience and the development of an online publishing and content management system that will enable NSCs to update their own content through a database/template driven solution. Secondly, the development of online marketing initiatives that will support GME's commitment to one-to-one marketing. The first project to be launched is the latest web site for the new Opel Vectra. Aimed at Europe, the site re-positions the Vectra as the car that `Recharges your soul.' The target audience are career and family-minded individuals who use the Internet regularly.
    Laurent Kaestli, Manager of New Media and Customer Relationships at General Motors Europe, said, "While the first phase of the project is largely administrative in terms of ensuring that the consumer has the same experience across all markets, our real focus is to develop long term relationships with our customers and ensure that we realize their potential lifetime value to the Opel brand."
    John Nardone, President -- International for Modem, said, "The Vectra promotion launched in January '99 presented Modem with its first opportunity to develop the basis of a relationship marketing program for General Motors in Europe. Launched across Europe and specifically in The Netherlands with a significant media campaign, the promotion rewarded consumers with a prize draw in exchange for data about themselves. The campaign created a significant response and leads have been passed to dealers for follow-up. These leads will also be used in various outbound email campaigns throughout the year."

ABOUT MODEM MEDIA

    Modem Media is a leading builder and marketer of customer-focused e-businesses for world-class brands. Modem Media develops customer-driven insights to identify and capitalize on e-business opportunities, and utilizes its conceptual, technology and marketing expertise to build, distribute and manage differentiated e-business solutions for its clients around the globe. Modem Media's rapidly expanding global footprint includes offices in Norwalk, CT, New York, San Francisco, Toronto, Tokyo, London and Hong Kong, with an affiliate office in Sao Paolo. With more than 400 professionals worldwide, Modem Media has created customer-focused Internet solutions for global brands such as 3M, AT&T, Citibank, Delta Air Lines, E*Trade, IBM, JC Penney, John Hancock, Sony Computer Entertainment of America and Unilever. Modem Media's website is located at http://www.modemmedia.com.
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