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Scott Keogh :: Audi of America. THE POWER OF THE INDIVIDUAL. Agenda. Individualized: Brand Products Experiences Marketing Audi’s 5 Rules of Individualized Marketing Opportunities/Challenges. Power of Individuals. August Horch. Auto Union. quattro ®. Motor sports : Le Mans.

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slide1

Scott Keogh :: Audi of America

THE POWER OF THE INDIVIDUAL

slide2

Agenda

Individualized:

Brand

Products

Experiences

Marketing

Audi’s 5 Rules of Individualized Marketing

Opportunities/Challenges

slide12

Individualized

Experiences

slide20

Smart

Audi Luxury Microsite

slide21

Not talking dumb or down

but intelligently

Audi Technology Microsite

slide22

II. Experiences Count

Audi Driving Experience

slide25

Completely transparent

product experience

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Our racing leads to real

consumer innovation

slide30

IV. Audi empowers

the ownership

experience

slide31

We are not afraid to let people

into the details of the brand

and product

slide32

Audi Vodcasts

Tells the entire brand story

120 units 1.2 million downloads

slide33

Education Vodcasts enable usage

17 vodcasts 3,000,000 downloads

slide39

OPPORTUNITIES

AND

CHALLENGES

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The Audi customer

is an individual

Intelligent : Make smart, informed choices

Independent : Listen to others, trust own judgment

Innovative : Progressive, like fresh thinking

Impassioned : Love to drive

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Old Luxury

New Luxury

slide49

Managing Complexity

Communications

Products

Operations