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The Audi A1 Chase May 25 th 2011

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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  1. The Audi A1 ChaseMay 25th 2011

  2. Background • Sales down 70% • First presence for Audi in AO segment

  3. 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.

  4. Insight vs

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

  6. 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.

  7. 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

  8. Direct Marketing Brand engagement Create a community Connect with local Audi Dealer Daily conversation

  9. Case study • Insert video

  10. Direct Marketing Brand engagement Create a community Connect with local Audi Dealer Daily conversation

  11. Results

  12. Thank you

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