Audi

Question 1

What was Audi’s Business Challenge?

Answer 1

To overtake competition by increasing growth, winning market share and take leadership of the sector from BMW

Question 2

What were the key elements in Audi’s new communications strategy?

Answer 2

1) Showcase leading models to turn them into icons
2) Demonstrating leadership through market-leading innovation in all aspects
3) Dramatise Audi’s performance credentials
4) Highlighting the innovation process

Question 3

What was the insight behind Audi’s media channel choices?

Answer 3

1) An ‘always-on’ car-buying behaviour (not just when the car needed replacing)
2) Leading popular culture by creating experiences and content the audience wanted to engage with (music brand, curator, publisher) - E.g. The Jimmy Hendrix exhibition of the new TT
3) They increased media presence to always-on and created their own TV channel

Question 4

What were the results for Audi?

Answer 4

• Additional revenue for Audi of £1.29 billion

- £1 spent on communications produced £7.50 in extra revenue