High brand awareness for the Audi A8L was failing to convert into sales in China. Consumer research revealed that the Audi brand was perceived as old, conservative and government-related.
The car brand needed to communicate its new positioning of “Progressive Vanguards” to a niche audience of sophisticated business executives and hence boost sales.
We knew that this target market were confident in their own beliefs and ideals but conversely they were also keen to learn from other people’s success.
The solution was to create Audi’s own list of “Progressive Vanguards” and put their stories at the heart of the campaign.
Audi teamed up with leading business newspapers and periodicals to create Audi branded content where 24 leading businessmen from China and abroad would talk about the secrets of their success.
They included Steve Jobs from Apple, Ma Yun from Alibaba and Li Yan- Hong of Baidu. Readers were directed to their stories via eye- catching banners on the front page. Special events and business conferences added another layer to the communication, encouraging readers to take a test drive.
Sales of the Audi A8L rose 35% year on year with a saving of 45% on a regular media buy.
Audi - Progressive Vanguards
Best Targeted Campaign
- Brand:
- Audi
- Brand owner:
- Volkswagen
- Category:
- Best Targeted Campaign
- Region:
- UK
- Date:
- March - November 2008
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