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Audi Sport - Performance meets emotion

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Insight 

Audi was set to launch Audi Sport in Singapore, its sports car sub-brand for the R and RS sports models: high performance driving machines born on the track but built for the road.  

But while Audi is associated with precision design and technology, it is perceived to be less prestigious and sporty than its established competitors.  

Audi is the late entrant - In Singapore, Mercedes and BMW have been around longer than Audi. So both players have overshadowed Audi on most fronts, despite Audi’s long history of innovation in motorsport. 

An under-appreciated sports pedigree - BMW’s M and Mercedes’ AMG ranges account for over 90% market share. BMW has long been in the No.1 spot with a reputation as a ‘sporty’ brand, while Mercedes has gained immensely from its Formula 1 success.  

A niche market, an elusive audience - The premium sports segment in Singapore is a niche market with an even harder-to-reach audience.  

The late entrant needed to catch up. Fast. How could it launch Audi Sport in a way that would make it stand out?  

Strategy 

Changing the story: Performance meets Emotion - The category has always centered its communication on heavily technical language. But it wanted to highlight the emotional responses and experience of driving an Audi Sport model. It wanted to showcase the idea that Audi Sport is all about performance meeting emotion.  

It’s a story meant to be experienced - To let people experience the emotional thrill of driving an Audi Sport model for themselves, Audi created the biggest and most exciting driving event in Singapore. A temporary racetrack was built which allowed participants to have a once in a lifetime experience on the track- driving in one of 14 R8 V10s specially flown in from Germany. 

Show it, to prove it – It did not stop there. On top of letting participants drive in the Audi R8 supercar, the brand wanted to measure changes in their physiological responses to prove the emotional response that Audi Sport provokes. At the same time, it recorded their experience so that they could relive it after the event.  

Using the latest wearable technology, it measured changes in the drivers’ physiological responses - their heart rates and skin moisture levels were tracked and used to prove the campaign message that Audi Sport will send your emotions into overdrive.  

With the Emotion Dashboard, Audi Sport was set to measure every unique part of the drive experience – and prove how thrilling the Audi Sport truly was.  

Execution 

The event has held for 10 days in May 2016 at the Changi Exhibition Centre, a 30 hectare outdoor space where participants can experience four different driving exercises that would allow them understand and discover the full potential of Audi cars. 

Event attendees were first fitted with emotion-sensing wearables at registration to establish a baseline reading for their biometrics, which was recorded on a system. Participants were then split into groups, taking turns to experience the four different driving exercises. 

At the R8 Track Experience they would again be fitted with wearable tech to record their peak emotional response during their drive in the R8. Users then got to see how much their emotions peaked during the course of the R8 drive. A leaderboard was also set up so that participants could compare their scores with one another. 

After the event, Audi invited the drivers to revisit a microsite and relive their experiences by logging in to retrieve their personalised Drivers’ Emotion Dashboard – including their scores, ranking and the dashcam footage of their drive. The cumulative scores from the event showing the overall percentage increase in emotions were publicised to support the claim that Audi Sport is pure emotion.  

It included VIP sessions during two days of the event where top-tier customers experienced a more exclusive and personalised session allowing them more drive time with the supercars, and a once in a lifetime opportunity to meet 9-time Le Mans 24 hour championship winner, Tom Kristensen.  

Results 

HIGHEST EVENT ATTENDANCE FOR A PAID EVENT: 
• 23% more participants vs. last year (1,430 paying participants) 
• 137 qualified high-value leads 
• 67% of this segment were not existing customers – compared to the 57% of mass participants 
• 11,489 test drives across the range, accumulating test-drives twice Audi’s yearly showroom average in just ten days.  

A DIRECT IMPACT ON SALES: 
• Sold 92 Audis during the 10-day event, more than double the number of cars sold in the 2015 event.  
• 1,212 leads were generated by the event, 300% more leads vs. 2015’s event.  
• A month after the event, Audi sold four times as many sports cars, vs. 2015.  
• Significant sales impact post-event.  

During the six weeks following the event, Audi sold another 208 cars – the highest volume sold in a similar period in two years. In May and June alone Audi sold 338 cars, 31% more than the 257 cars sold in June - July 2015.

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Brand:
Audi
Brand Owner:
Volkswagen Group
Category:
Automotive
Region:
Singapore
date:
April - July 2016
Media Channel:
Events,Online,PR
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