13th of November 2009

G2PRESENTING AUDI A1

Sjur-Olaf Hanseid Bendiksen Preeti Adhikary Thiruvarsu Damodharan Adeline Goh Carolyn HoMing Chen

 

roup

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AGENDA

• Grey Group • What we are here to do• What people told us! • Our Strategy• How does it all fit in? • Visualize the Campaign!• Launch Event• Exposure• The Cost

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WHAT WE ARE HERE TO DO (brief)

Launching the A1 in the Singapore market.

Completes the Audi family

In a different way

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THE TARGET

•Age group: 25 – 40•Does research online (forums, blogs)•Active in social media (facebook, twitter)•Wants to be unique “do-not-follow” generation

Priya, 28 – Architect

Jürg, 27 - Consultant

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another potential TARGET

•Lifestyle

•The second or third car in the household …

•Compact

•Easy to maneuver

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WHAT PEOPLE TOLD US

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WHAT PEOPLE TOLD US

The Method:

• Online survey

• Total of 213 respondents

• Demographics      

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WHAT PEOPLE TOLD US

Key features that are important for the buyer

• 38% says customization

• 37% says performance and price • 29% says colors

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WHAT PEOPLE TOLD US

Preferred communication channels

1.Online

2.Showroom

3.Magazines and Newspaper

4.TV

5.Live Events

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SO HOW?

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CONCEPTUAL THEME

COLORS

‘YOU CHOOSE’

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INTEGRATED ACTIVITIES

OUTDOORTEASER

ROADSHOWTVC

ONLINECONTEST

PRESS BRIEF+ LAUNCH

TACTICAL ONGROUND ACTIVITY EARLY-BIRD PROMOTIONSTEST DRIVE REGISTRATIONS

PRE-LAUNCH EVENT, THROUGH POST-EVENT.

CUSTOMER/VIP LAUNCH

+ + +

PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT

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MEDIAPLAN

ONLINE CAMPAIGN CONTESTCONTEST

PRINTDM

RADIO

TELEVISION

IN-STORE

PUBLIC RELATIONS

OUTDOOR/ROADSHOW

TEASERTEASER

ONLINE CONTEST SPOTSONLINE CONTEST SPOTS

INFOTAINMENT TVCINFOTAINMENT TVC

PROMOTIONS PROMOTIONS

TEASERTEASER

PRE-LAUNCH + ONLINE CONTESTPRE-LAUNCH + ONLINE CONTEST

-15 days EVENT +15 days

POST-CONTESTPOST-CONTEST

ROADSHOW (USING TEASE LOCATIONS)ROADSHOW (USING TEASE LOCATIONS)

POST-TEASERPOST-TEASER

LAUNCHLAUNCH POST-LAUNCH + TECHNICAL INFORMATIONPOST-LAUNCH + TECHNICAL INFORMATION

DMDM

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ONLINE campaign phase I

AWARENESS THROUGH BANNER ADS @ VARIUS MEDIA + RADIO SPOTS

>> MICROSITE @ audi.com.sg (ONLINE AUDI A1 CONFIGURATOR)

•Design-Your-Own Audi A1 Competition (create hype and viral effect)

•Appeal to the younger market segment

•Emphasize on the uniqueness of the new Audi – customization “You Choose”

•Collect marketable database of relevant contacts

PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT

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OUTDOOR TEASER

Objectives :• Increase visibility and awareness of A1• Create attention and interest

Locations:High traffic locations around the city:Ion Orchard, Vivo City, Clarke Quay

PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT

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OUTDOOR TEASEROBJECTIVE:Create curiosity in the middle of shopping districts (ION, Clark Quay, Raffles place)

Tagline on the floor: “This could be your parking lot. You Choose” www.youchooseyourcar.com/audi

PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT

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The EVENT

PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT

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PRESS CONFERENCE @ The Float

• Inviting leading media (technical + non-technical)

• Presentation of A1

• Event briefing

• Winner of online-contest will be announced

• Test-driving

• Photo shoot

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The EVENT CONCEPT• Why Ice Skating?

• Defines Vorsprung

… the joy of the challenge

… the courage to realise the imaginable

…the pursuit of perfection

…the will to break away from the ordinary

PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT

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The LAUNCH EVENT @ The Float

• First ever portable Ice Rink Show in Asia

• Floating Platform

• Stand out with a colorful spectacles

• Exclusive guests

• Club-atmosphere

• Give-away: Audi-To-Go

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ONLINE campaign phase II

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PRINT

PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT

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ROADSHOW post-teaserOBJECTIVE:

Leverage on OUTDOOR teaser locations.

•Replace teasers with real cars w/props

•Showcase sound and music capabilities.

•Sales promo, give-aways … stickers.

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IN-STORE campaign

• Roll-ups and brochures (same theme as print)

• Parking-lot design for a A1, to differentiate from existing fluorescing light design at Queenstown Showroom.

• Outdoor placement of car.

PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT

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Questions?Questions?