The audi a1 chase may 25 th 2011
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The Audi A1 Chase May 25 th 2011 PowerPoint PPT Presentation


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The Audi A1 Chase May 25 th 2011. Background. Sales down 70% First presence for Audi in AO segment. Our challenge.

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The Audi A1 Chase May 25 th 2011

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The audi a1 chase may 25 th 2011

The Audi A1 ChaseMay 25th 2011


Background

Background

  • Sales down 70%

  • First presence for Audi in AO segment


Our challenge

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

Insight

vs


The audi a1 chase may 25 th 2011

Idea

The A1 Chase

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


The audi a1 chase may 25 th 2011

Platform

  • 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.


The audi a1 chase may 25 th 2011

Objectives

  • 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


The audi a1 chase may 25 th 2011

Direct

Marketing

Brand

engagement

Create a

community

Connect with local Audi Dealer

Daily conversation


The audi a1 chase may 25 th 2011

Case study

  • Insert video


The audi a1 chase may 25 th 2011

Direct

Marketing

Brand

engagement

Create a

community

Connect with local Audi Dealer

Daily conversation


The audi a1 chase may 25 th 2011

Results


The audi a1 chase may 25 th 2011

Thank you


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