marketing analysis
Audi A1: The Next Big Thing
European Association of Communications Agencies
Gold, Euro Effies, 2011
Title: Source: Issue:
Audi A1: The Next Big Thing
European Association of Communications Agencies
Gold, Euro Effies, 2011
Audi A1: The Next Big Thing
HEIMAT
In August 2010 Audi was ready to introduce its first prestigious small car: the brand-new Audi A1. But what seemed to be a unique chance to win future drivers required Audi to enter uncharted terrain. The big challenge: To get a new generation to buy its first Audi.
After rigorous discounts in 2009 the European market for small cars was declining. With Audi’s premium offer priced 25% above segment average the Audi A1 would be anything but an easy sell!
However, by advertising a subcompact car as “The next big Audi” the pre-launch campaign not only attracted thousands of brand newcomers, but also nearly halved average advertising costs. In the end, the Audi A1 became a sell-out success before the car touched the showroom floor.
OBJECTIVES
To pave the way for a successful market introduction in August, Audi decided to surprise Europe with a unique pre-launch campaign for the brand-new Audi A1.
1. Create a strong desire for the Audi A1 and convert this to 10,000 pre-orders.
2. Win a new generation of drivers: at least 50% brand newcomers.
3. Undercut industry advertising costs per car by at least 30%.
4. Position the Audi A1 against main competitor MINI and beat its previous records.
TARGET AUDIENCE
Aiming at young urban adults, the target group was rather Audi-unusual. On average nine years younger, they favour a digital lifestyle and instant communication.
COMMUNICATION STRATEGY
To reach this new generation of future drivers, the brand had to come to their world of instant digital infotainment - offering exclusive content they would enjoy and share.
Positioning insight:
Downloaded from warc.com
2
The target audience felt
European Association of Communications Agencies
Gold, Euro Effies, 2011
Title: Source: Issue:
Audi A1: The Next Big Thing
European Association of Communications Agencies
Gold, Euro Effies, 2011
Audi A1: The Next Big Thing
HEIMAT
In August 2010 Audi was ready to introduce its first prestigious small car: the brand-new Audi A1. But what seemed to be a unique chance to win future drivers required Audi to enter uncharted terrain. The big challenge: To get a new generation to buy its first Audi.
After rigorous discounts in 2009 the European market for small cars was declining. With Audi’s premium offer priced 25% above segment average the Audi A1 would be anything but an easy sell!
However, by advertising a subcompact car as “The next big Audi” the pre-launch campaign not only attracted thousands of brand newcomers, but also nearly halved average advertising costs. In the end, the Audi A1 became a sell-out success before the car touched the showroom floor.
OBJECTIVES
To pave the way for a successful market introduction in August, Audi decided to surprise Europe with a unique pre-launch campaign for the brand-new Audi A1.
1. Create a strong desire for the Audi A1 and convert this to 10,000 pre-orders.
2. Win a new generation of drivers: at least 50% brand newcomers.
3. Undercut industry advertising costs per car by at least 30%.
4. Position the Audi A1 against main competitor MINI and beat its previous records.
TARGET AUDIENCE
Aiming at young urban adults, the target group was rather Audi-unusual. On average nine years younger, they favour a digital lifestyle and instant communication.
COMMUNICATION STRATEGY
To reach this new generation of future drivers, the brand had to come to their world of instant digital infotainment - offering exclusive content they would enjoy and share.
Positioning insight:
Downloaded from warc.com
2
The target audience felt