Audi Steers Prospects to Test Drives

“Ultimately, Audi wanted to sell more cars. It had to engage customers, overcome the perception that Audis are too expensive and get customers to register for a test drive. That’s where we came up with the idea for the Audi ‘Dream Showroom.’

Together, this enhanced experience would be able to move prospects through a more seamless process, further reinforce the brand experience, and effectively drive interest into action.”
--Tony Quin, President, IQTV

“At the heart of the issue was finding an innovative way to drive brand affinity, better connect with Audi’s customers and motivate test drive registrations. To do this, Audi needed to tap into a broader customer base while keeping its messaging relevant.

The micro site’s goal was to take viewers through a directed sales process. It allowed each viewer to make choices based on his or her needs and interests. Every journey ended with an offer to set up a free test drive.

Viewers responding to direct emails or ads with a ‘repeat visitor’ focus would be sent directly to the Dream Showroom since it’s assumed they understand the CPO value proposition. However, viewers responding to emails and ads with a ‘new prospect’ focus may be greeted by a short general value proposition that first speaks to the overall CPO program. The key is making each experience relevant to each viewer.”
--Michael Diol, Communications Leader, Audi CPO

Seriously though, I thought the use and incorporation of rich media in this campaign was outstanding. The e-mail design was eye-catching and the subtle opening and closing of the car door was alluring as a ‘foot in the door.’

The seamless incorporation of sight, sound and motion brings the messaging to life and helps project and maximize the kind of aspirational image associated with the Audi brand.

The features of the minisite are substantial. The Audi showroom effectively communicates the breadth and depth of the Audi portfolio, while the ‘You Be the Judge’ movie does exactly what it's supposed to do: shatter the perception that the Audi cannot compete on the value equation.”
--Joseph Jaffe, Editor-at-Large

“The Audi creative is outstanding—attention getting, well-produced and beautifully photographed. There are very engaging graphics, and a strong, clear message. The micro site that allows for estimated pricing on used Audis is wonderfully interactive and easy to navigate and utilize. It’s an excellent piece of creative—my compliments to Audi and their agency.”
--Neil Perry, Marketing Consultant

“Simple, direct and inviting, Audi’s email campaign is an appropriately understated entry point for the very impressive audicpo.com Web site. Each email does a fine job reflecting the refinement and confidence of the Audi brand, while avoiding the stigma of ‘used car.’ Forget the guy in a plaid jacket; these are cars to covet. Sure, the campaign doesn’t push the limits of technology. It merely illustrates the virtues of a strong idea, clearly executed.”
--Doug Fitzsimmons, Associate Creative Director, Tribal DDB Los Angeles