When the Marketing Communications Leader and Executive Director for Global Corporate Affairs for Nexteer Automotive World Headquarters reached out to Bluewater, Nexteer knew what they had in mind for its digital signage system. They imagined a digital display and overall technology experience to create a big statement for guests and staff members. Bluewater brought it to life for the organization.
The Tech Decision
Bluewater was selected to provide all AV technology for the brand new Auburn Hills, Michigan Headquarters. Working closely with Nexteer marketing and public relations teams, Bluewater was tasked with inventing the concepts that would be required for Nexteer to deliver a bold message throughout their facility.
The initial contact between Bluewater & Nexteer was with senior leadership whom were interviewing integrators and touring local new facilities to determine the best design and technology. As a Tier I automotive supplier in a highly competitive marketplace, talent acquisition and retention is one of their primary business objectives, which translated into a priority for their new building decisions.
Nexteer’s primary objective was to leverage their building asset to attract and retain the best and brightest talent. Bluewater was selected because of its vast expertise in creating collaboration experiences from small and medium conference rooms to elaborate video conferencing board rooms to interactive customer demonstration community areas.
Bluewater was able to demonstrate its capabilities to create moving experiences with AV technology through a number of on-site facility tours at the Bluewater Corporate Headquarters. Nexteer was highly impressed, leading to a consulting engagement to further define the correct integrated activation to support its employee and customer community. The consulting project produced solutions that were cross-functionally agreed upon and a lobby that met their showcase expectations. The entire corporate headquarters space was transformed with leading edge conference room technology and highly collaborative customer demonstration area.
The messaging starts immediately upon entering the facility. In the lobby an artistic use of LED welcomes guests with information about the brand and its culture, and sets the tone for the rest of the facility – progressive use of technology as reactive art.
Further inside the facility, found within a common area, a 3-in-1 interactive wall provides a place for guests to interact with the brand story. This custom developed application toggles between three modes; a story wall, social mode, and gesture effect.
The story mode presents interactive tiles that are filled with rich media about the brand. The social mode pulls selected posts forward in a creative array for exploration. The gesture effect provides a playful reverse shadow experience which reveals branded messaging.
To ensure the immersion continues throughout the entire facility, Nexteer has digital signage placed in all key areas. This signage provides the platform to deliver targeted marketing messages, reinforce corporate values, and express the unique culture of the organization. But digital signage is only as good as the content distributed on it. To assist with content strategy, Bluewater delivered a content management system that helps the marketing and communications team feed and update new material on a consistent schedule.
To assist launching this network, Bluewater creative delivered branded templates designed specifically for the digital signage medium.
Similar to many new headquarters facilities, this was a 12+ month project. The Nexteer Leadership team did a great job coordinating multiple vendor collaboration to minimize design and construction risks. While there were delays due to unforeseen circumstances, Bluewater was able to accommodate upstream and downstream schedules in order to maintain the final installation date.
Bluewater worked fast with the team at Nexteer to ensure the highest quality of delivering a bold message through the World Headquarters facility. The project was managed with outstanding service in presenting a great number of technologies.
Nexteer’s overall experience in working with Bluewater was nothing short of a positive impact from the beginning. It started with concept development to strategy refinement, to implementation and the final launch of programming. The follow-up and continued customer service has been spot on.
With all the creative and technological services Bluewater provided, Nexteer Automotive guests and members are immersed in such a brand experience that helps tell the worldwide Nexteer story. From content production to experience design, the advanced technology and marketing position is captured and will continue to be maintained as a company.
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