Audi summary

338 views

Published on

Published in: Marketing, Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
338
On SlideShare
0
From Embeds
0
Number of Embeds
89
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Audi summary

  1. 1. Audi February 2014
  2. 2. Key Campaign information Environment Key Campaign Objectives Illustrate the success of the innovative creative to drive measures of brand perception Show how Motion@ drives key metrics
  3. 3. Motion@ Drives Brand Awareness *more likely than females Source: Research Now Aviva Research, Jan 2013Pre-stage Post-stage
  4. 4. Motion@ drove recommendation over and above key competitor Audi Mercedes Jaguar Recommendation Rank Audi Mercedes BMW Jaguar BMW Motion Aware Waterloo Pre Stage 7-10 score
  5. 5. Motion@ built positive associations Innovative 44% 41% 44% 55% 47% P r e S t a g e N o n W a t e r l o o P r e S t a g e W a t e r l o o P o s t S t a g e W a t e r l o o P o s t S t a g e N o n W a t e r l o o M o t i o n A w a r e
  6. 6. Motion@ strengthened key perceptions of the brand Audi makes innovative cars Audi use cutting edge technology in their cars 34% 34% 39% 46% 54% 34% 33% 42% 46% 56% Non Waterloo Pre Non Waterloo Post Waterloo Pre Waterloo Post Motion Aware Strongly Agree
  7. 7. Motion@ drove desirability Audi makes cars I would like to own (Any Agree) 74% 76% 75% 89% 79% P r e S t a g e N o n W a t e r l o o P r e S t a g e W a t e r l o o P o s t S t a g e W a t e r l o oP o s t S t a g e N o n W a t e r l o o M o t i o n A w a r e
  8. 8. Summary •  Increased top of mind awareness amongst exposed groups •  The Motion@ campaign successfully elevated recommendation above the key competitor brand •  Perceptions of the Audi brand have been strengthened by the campaign, in particular those associated with technology and innovation
  9. 9. Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics

×