American Coach Motorhomes Microsite Case Study

BACKGROUND
I believe that with appropriate forethought, project success can, and should, be predetermined. My philosophy is “plan for the future, implement for the present.” This approach works best when a clear vision is articulated up-front. Intelligent web site design starts with the defi nition of this vision. The web presence of any entity sends a clear message to all who interact with it, whether or not that message was consciously crafted. In all cases, the effectiveness of this message is directly proportional to the effort taken to create it.

The kind of web site we proposed for American Coach was to be a complete interactive experience to improve brand performance against its competitors. The web site would provide visitors with an engaging and memorable experience. The visual impact of the site would be consistent with the American Coach brand. Whether we recommended a microsite or a standalone web site, we recognized that there was an opportunity for branded storytelling that will give the consumer that emotional connection to American Coach. With the growing penetration of broadband, marketers are able to take advantage of that bigger data pipe to push through to audiences richer creative experiences. Experience modules allow visitors to experience concepts such as atmosphere, luxury, advantage, comfort, happiness throughout a web site. We wanted to recreate on the web the successes they’ve had creating emotional connections between consumers and their brand in other media.

The concept was to mimic the actual printed brochures on a diner table. The idea was to create an atmosphere of far away places that travelers might stop during their trip. It was to be an interactive flip brochure for each of the different motorcoaches and their individual styles. It was suggested that each table could have a different look for the different levels of elegance of each of the motorcoaches.