Audi - presented by SWOT Team

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-Presented to representatives from Audi North America & associates from Venables Bell & Partners
-An Integrated Campaign Targeting Millennials
-Strategic Brand Concepts Class at VCU Brandcenter

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Audi - presented by SWOT Team

  1. 1. Jacob Abernathy David Canavan Everett Ching Hope Jordan Krystal Plomatos Rachel Stallworth Chris Trumbull Evan Vosburgh
  2. 2. WHAT IS ONE THING THAT THIS WILL ACHIEVE?
  3. 3. WHAT DID WE DO? • Learned to Love Driving • Blogs & Forums Tracking (Fourtitude.com AutoSpies.com BMWBlog.com • A Day in the Life of a Millennial Car Buyer • Raced on Richmond International Raceway • Learned what to love about Audi • Audi Q5 Driving Experience in D.C • Annual Report • Interview with Economic Automotive Expert • Learn why Audi Drivers Love Audi • 93 Surveys • Audi quot;Love Letterquot; Interviews • Man On Street Interviews with Millennials
  4. 4. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners
  5. 5. “Audi is Western Europe’s Best Selling Luxury Brand in January” -Autoguide.com “Audi A4 Trumps BMW 3 Series as Best Selling Premium Car in Germany” -Autoguide.com “Audi is the #1 Selling Luxury Car in China” -Scott Keough, VP of Marketing “Audi overtook its premium competitors for new-vehicle registrations in Western Europe” -Audi Nation Wide.co.uk
  6. 6. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in worldwide preference
  7. 7. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in Lack of worldwide Awareness preference
  8. 8. HOW DID THEY CHOOSE? “When I drove a Mercedes, everyone was always staring at me- it was awkward. I love that Audi is a good car that’s not obnoxious. ” - Gwen Taylor, Boutique Owner, A6 “Audi is for people that want a nice car, but don’t want to drive what everyone else has, like a 3 Series.” - Mark Magnani, Grad Student A4 “At the end of the day, BMW and Audi are the same car, but I really don’t like what’s attached to being a BMW driver. ” - Kennah Harcum, Graphic Designer at VMFA, TT
  9. 9. To: From: Running from other Running to Audi brands
  10. 10. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in Lack of Choosing worldwide Audi Awareness preference by default
  11. 11. Noveau Money Millennials NoVoMo 22-29 year-olds with Individual Income of $60K+
  12. 12. WHY THE NoVoMo? • 2 Million • They’re Qualified to Buy Now • They’re in the Market Source: Simmons Winter 2008
  13. 13. MORE THAN THEY SLEEP Average of 8.5 Hours a Day Spent on Screens Source: PSFK & Council for Research Excellence
  14. 14. THEIR LUXURY CONSIDERATION SET
  15. 15. TAKE BMW HEAD ON
  16. 16. LOVE TO SHOW WHAT YOU KNOW knowledge is social currency
  17. 17. IT’S OK TO KNOW NOTHING ABOUT CARS
  18. 18. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in Ok to know Lack of Choosing worldwide nothing Audi Awareness preference about cars by default
  19. 19. AUDI IS NOW THE GERMAN’S #1 LUXURY CHOICE Source: Simpson Carpenter Market Research Institute 2009
  20. 20. WHAT THE CREATIVE WILL ACHIEVE • Short Term: Become a part of pop culture • Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.
  21. 21. HOW WILL IT SPREAD?
  22. 22. WHY WE KNOW THIS WILL WORK • Ownable • Go where they go • Stars Have Aligned
  23. 23. Budget Allocation Site Production & Hosting PSA Production iPhone App Development Hulu/Network Sites Media Placement
  24. 24. Return On Attention ROA is the new ROI • Pre-Post Brand Awareness • Online Metrics - Pop Culture Footprint • Track - Dealership Foot Traffic
  25. 25. RECAP • Plan: Take BMW head on. • Reason to Believe: Audi is the German’s Favorite Car and they’re considered the world’s experts on driving. • Goals: • Short Term: Become a part of pop culture • Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.
  26. 26. Danke Schön!

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