TMI Remodels All-Wheel-Drive Subaru Site

NEW YORK TM Interactive has launched a redesigned all-wheel-drive micro site for Subaru that is intended to ease navigation and make the information clearer and more concise.

TMI, based in Irving, Texas, is a unit of incumbent TM Advertising that is defending the Subaru account against eight challengers. Regardless of Subaru’s decision on the major ad account, TMI could retain the assignment on the Subaru of America Web site.

“TM Interactive has created a unique micro site that is informative and highly interactive and exceptionally designed to meet the needs of our consumers,” said Jonathan Rivard, manager of e-business at Subaru of America.

To simplify the technical information, designers divided the information into four basic questions: “What is it?” “What’s in it?” “What’s the difference?” and “What’s in it for me?”

Each of the questions directs the consumer to relevant interactive material. The micro site includes animated visuals that demonstrate how the all-wheel-drive system reacts to specific road conditions.

“Our challenge was to break down the content and make it bite-sized for the consumer,” said James Hering, senior vice president and director of interactive marketing at TMI. “The micro site is now model-specific and, we think, much easier to navigate for the consumer.”

TM is an independently managed subsidiary of McCann, a part of the Interpublic Group of Companies.