Jacob AbernathyDavid CanavanEverett Ching Hope Jordan

Krystal Plomatos Rachel StallworthChris TrumbullEvan Vosburgh

WHAT IS ONE THING THAT THIS WILL ACHIEVE?

WHAT DID WE DO? • Learned to Love Driving

• Blogs & Forums Tracking (Fourtitude.com AutoSpies.com BMWBlog.com

• A Day in the Life of a Millennial Car Buyer

• Raced on Richmond International Raceway

• Learned what to love about Audi

• Audi Q5 Driving Experience in D.C

• Annual Report

• Interview with Economic Automotive Expert

• Learn why Audi Drivers Love Audi

• 93 Surveys

• Audi "Love Letter" Interviews

• Man On Street Interviews with Millennials

FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception

“Audi is Western Europe’s Best Selling Luxury Brand in January”

-Autoguide.com

“Audi A4 Trumps BMW 3 Series as Best Selling Premium Car in Germany”

-Autoguide.com

“Audi is the #1 Selling Luxury Car in China”

-Scott Keough, VP of Marketing

“Audi overtook its premium competitors for new-vehicle registrations in Western Europe”

-Audi Nation Wide.co.uk

FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s Perception

Surge inworldwidepreference

World’s Perception

FOUR TRUTHS

MillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception

Surge inworldwidepreference

Lack ofAwareness

HOW DID THEY CHOOSE?

“Audi is for people that want a nice car, but don’t want to drive whateveryone else has, like a 3 Series.”

- Mark Magnani, Grad Student A4

“When I drove a Mercedes, everyone was always staring at me- it was awkward. I love that Audi is a good car that’s not obnoxious.”

- Gwen Taylor, Boutique Owner, A6

“At the end of the day, BMW and Audi are the same car, but I really don’t like what’s attached to being a BMW driver.”

- Kennah Harcum, Graphic Designer at VMFA, TT

From:

Running from other brands

To:

Running to Audi

FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception

Surge in worldwidepreference

Lack of Awareness

Choosing Audi

by default

22-29 year-olds with Individual Income of $60K+

Noveau Money MillennialsNoVoMo

WHY THE NoVoMo?

• 2 Million

• They’re Qualified to Buy Now

• They’re in the Market

Source: Simmons Winter 2008

MORE THAN THEY SLEEP

Average of 8.5 Hours a Day Spent on Screens

Source: PSFK & Council for Research Excellence

THEIR LUXURY CONSIDERATION SET

TAKE BMW HEAD ON

LOVE TO SHOW WHAT YOU KNOW

knowledge is social currency

IT’S OK TO KNOWNOTHING

ABOUT CARS

FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception

Surge inworldwidepreference

Lack of Awareness

Choosing Audi

by default

Ok to know nothing

about cars

AUDI IS NOW

THE GERMAN’S #1 LUXURY CHOICE

Source: Simpson Carpenter Market Research Institute 2009

WHAT THE CREATIVEWILL ACHIEVE

• Short Term: Become a part of pop culture

• Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.

HOW WILL IT SPREAD?

WHY WE KNOW THIS WILL WORK

• Ownable

• Go where they go

• Stars Have Aligned

Budget Allocation

Site Production & HostingPSA ProductioniPhone App DevelopmentHulu/Network Sites Media Placement

Return On AttentionROA is the new ROI

• Pre-Post Brand Awareness

• Online Metrics - Pop Culture Footprint

• Track - Dealership Foot Traffic

RECAP

• Plan: Take BMW head on.

• Reason to Believe: Audi is the German’s Favorite Car and they’re considered the world’s experts on driving.

• Goals:

• Short Term: Become a part of pop culture

• Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.

Danke Schön!