Audi Case Study Flashcards
What was the context?
Audi making more money from less expensive cars
want to sell more cars to premium people
what were the 3 challenges
Market was slowing
Audi had a lower avg. selling price compared to comps
Brand worth was dropping
how much had growth fallen by the time of the campaign and what did that mean?
half - volume not the answer
What were the commercial objectives
Increase Profit
Increase share of Market
Increase higher spec cars sold
What were the Marketing Objectives?
Get more drivers into the audi brand looking at higher specs
More visits on/offline
Increase desirability and distinctiveness amongst premium audience
What were the 4 questions that needed answering to tackle the challenges?
What made the brand feel desirable? - Luxury
How should Audi be positioned? Progressive Premium
What types of stories should we tell? - sport followed by tech
Where should we tell the story? - mass reach audience
In 2013 what was the split between product and brand investment
89/11
What was the strategy
Beautiful cars with Amazing brains
How was the campaign structured
Chapter 1 - beautiful cars (e.g. speed isn’t everything)
Chapter 2 - Amazing brains - new safety tech
How did Minds change?
Desirability, Distinctiveness and Brand worth grew 3x more engaging (VTR) Brand appeal grew Audi associated with intelligent tech prestige audience grew
How did movements change?
More visits on/offline Monthly uniques grew by 74% 16% more store visits More visits to higher spec pages 14% conversion from emails
How did Money change?
More cars sold with more car 10.1% more cars sold Market share increased from 6.4% to 6.9% avg. selling price increased so now only 5% behind Mercedes (previously 14%) higher specs = 35% more add ons increased by 36% 8% from prestige audience £1.7bn in incremental revenue Profit ROMI of £2.07
how much did VTR grow by?
3x
how much did monthly uniques grow by
74%
how much did store visits grow by
16%
