Case Study: Nissan Europe
Nissan Europe’s smaller divisions needed adaptability
on a fixed budget and a tight timeline.
Nissan needed a set of flexible, dynamic websites that could be updated by local representatives in smaller European markets in order to minimize expenses and overhead. Although they didn’t have the marketing budgets found in larger markets (like Germany or the UK), smaller divisions like Nissan Malta, Nissan Iceland, and Nissan Cyprus still needed to easily create, manage, and maintain up-to-date information on vehicles and pricing.
Gossamer Threads utilized its proprietary database management application Gossamer Links —along with some custom modifications— to ease workflow and provide a user-friendly experience for those working in dealerships. To accomplish this, a consistent interface was used in both website's front-end and the back-end administrative tools. Additionally, a set of checks and balances was established to simplify the administration of content while minimizing user error. To achieve more on a limited budget, Nissan’s larger market divisions shared existing assets in order to minimize additional creative costs.
With an eye to the tight timelines requested by Nissan Europe, Gossamer implemented a language-independent solution which allows Nissan Europe, in tandem with Gossamer's developers, to deploy new microsites in a matter of weeks rather than months. Combined with hosting in Gossamer Threads' European data centre, Nissan Europe's small market outlets now have the ability to manage their websites readily (by those with non-technical expertise) while conforming to Nissan's global brand standards.
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From content collation to site launch, each Nissan minisite has a one week turnaround.
“Having worked on several projects now with Gossamer Threads, Nissan is very pleased with the quality, attention to detail and speed of the solutions and outcomes of the projects. Having Gossamer on hand essentially 24-7 is also of a huge benefit. For a European operation, having an agency based in Canada is a great help to us as it means we can brief in requests last thing in the evening, and they are ready for sign off by the time we start our next working day.“
– Gareth Dunsmore, Interactive Marketing
- Nissan Europe