\

The Audi A1 Chase

May 25th 2011

\

Background

Sales down 70%

First presence for Audi in AO segment

\

Our challenge

To drive demand for the A1 ahead of supply in a market that was in severe difficulty, in a segment the brand had never competed in previously, to an audience the brand had never targeted before.

\

Insight

vs

\

The A1 Chase

Track every lead, solve every clue, and you could drive away in the new Audi A1.

Idea

\

Digital was placed at the centre of the strategy for the launch.

The clues and leads moved between digital and traditional channels constantly and it was up to the Chasers to keep up.

Platform

\

Significantly drive demand for A1 ahead of supply

Create a differentiated proposition for A1 that will build sales in years 1, 2 and 3

Use A1 to build the Audi brand in Ireland and prestige credentials

A target of 10,000 visitors to the website in both phase 1 and 2

A target of 5,000 chasers taking part in the campaign

A target of 20% of chasers to register for a test drive

Objectives

\

DirectDirectMarketingMarketing

Connect with local Audi Dealer Daily conversation

Create a community

Brand engagement

\

Case study

Insert video

\

\

DirectDirectMarketingMarketing

Connect with local Audi Dealer Daily conversation

Create a community

Brand engagement

\

Results

Metric Target Actual

Website Visitors Phase 1 10,000 Phase 2 10,000

Phase 1 17, 346 Phase 2 27,078

Facebook fans Facebook Fans 70% of total Chasers

75%

Daily Interactions on Facebook 200 Average of 350, peaked at 1900.

Irish Automotive Facebook pages Top 3 Number 1

Chasers 5000 6789

Opt in for further communications

30% 47%

Registered for Test Drives 20% 25%

\

Thank you