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Audi A1 - Integrated Marketing Campaign - Singapore/APAC
- 1. PRESENTING AUDI A1 G2 Sjur-Olaf Hanseid Bendiksen Preeti Adhikary Thiruvarsu Damodharan roup Adeline Goh Carolyn Ho Ming Chen 13th of November 2009
- 2. AGENDA • Grey Group • What we are here to do • What people told us! • Our Strategy • How does it all fit in? • Visualize the Campaign! • Launch Event • Exposure • The Cost 13/11/2009 Slide 2 of 28
- 3. WHAT WE ARE HERE TO DO (brief) Launching the A1 in the Singapore market. Completes the Audi family In a different way 13/11/2009 Slide 3 of 28
- 4. THE TARGET •Age group: 25 – 40 •Does research online (forums, blogs) •Active in social media (facebook, twitter) •Wants to be unique “do-not-follow” generation Jürg, 27 - Consultant Priya, 28 – Architect 13/11/2009 Slide 4 of 28
- 5. another potential TARGET •Lifestyle •The second or third car in the household … •Compact •Easy to maneuver 13/11/2009 Slide 5 of 28
- 6. WHAT PEOPLE TOLD US 13/11/2009 Slide 6 of 28
- 7. WHAT PEOPLE TOLD US The Method: • Online survey • Total of 213 respondents • Demographics 13/11/2009 Slide 7 of 28
- 8. WHAT PEOPLE TOLD US Key features that are important for the buyer • 38% says customization • 37% says performance and price • 29% says colors 13/11/2009 Slide 8 of 28
- 9. WHAT PEOPLE TOLD US Preferred communication channels 1.Online 2.Showroom 3.Magazines and Newspaper 4.TV 5.Live Events 13/11/2009 Slide 9 of 28
- 10. SO HOW? 13/11/2009 Slide 10 of 28
- 11. CONCEPTUAL THEME COLORS ‘YOU CHOOSE’ 13/11/2009 Slide 11 of 28
- 12. INTEGRATED ACTIVITIES ONLINE OUTDOOR PRESS BRIEF ROADSHOW CONTEST + TEASER + + LAUNCH + TVC PRE-LAUNCH EVENT, TACTICAL ONGROUND ACTIVITY CUSTOMER/VIP LAUNCH EARLY-BIRD PROMOTIONS THROUGH POST-EVENT. TEST DRIVE REGISTRATIONS 13/11/2009 Slide 12 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 13. MEDIAPLAN -15 days EVENT +15 days ONLINE CAMPAIGN CONTEST CONTEST POST-CONTEST POST-CONTEST PRINT TEASER TEASER POST-TEASER POST-TEASER DM DM DM RADIO ONLINE CONTEST SPOTS ONLINE CONTEST SPOTS TELEVISION INFOTAINMENT TVC INFOTAINMENT TVC IN-STORE PROMOTIONS PROMOTIONS OUTDOOR/ROADSHOW TEASER TEASER ROADSHOW (USING TEASE LOCATIONS) ROADSHOW (USING TEASE LOCATIONS) PUBLIC RELATIONS PRE-LAUNCH ++ ONLINE CONTEST PRE-LAUNCH ONLINE CONTEST LAUNCH LAUNCH POST-LAUNCH + + TECHNICAL INFORMATION POST-LAUNCH TECHNICAL INFORMATION 13/11/2009 Slide 13 of 28
- 14. ONLINE campaign phase I AWARENESS THROUGH BANNER ADS @ VARIUS MEDIA + RADIO SPOTS >> MICROSITE @ audi.com.sg (ONLINE AUDI A1 CONFIGURATOR) •Design-Your-Own Audi A1 Competition (create hype and viral effect) •Appeal to the younger market segment •Emphasize on the uniqueness of the new Audi – customization “You Choose” •Collect marketable database of relevant contacts 13/11/2009 Slide 14 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 15. OUTDOOR TEASER Objectives : Locations: • Increase visibility and awareness of A1 High traffic locations around the city: • Create attention and interest Ion Orchard, Vivo City, Clarke Quay 13/11/2009 Slide 15 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 16. OUTDOOR TEASER OBJECTIVE: Create curiosity in the middle of shopping districts (ION, Clark Quay, Raffles place) Tagline on the floor: “This could be your parking lot. You Choose” www.youchooseyourcar.com/audi 13/11/2009 Slide 16 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 17. The EVENT 13/11/2009 Slide 17 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 18. PRESS CONFERENCE @ The Float • Inviting leading media (technical + non-technical) • Presentation of A1 • Event briefing • Winner of online-contest will be announced • Test-driving • Photo shoot 13/11/2009 Slide 18 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 19. The EVENT CONCEPT • Why Ice Skating? • Defines Vorsprung … the joy of the challenge … the courage to realise the imaginable …the pursuit of perfection …the will to break away from the ordinary 13/11/2009 Slide 19 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 20. The LAUNCH EVENT @ The Float • First ever portable Ice Rink Show in Asia • Floating Platform • Stand out with a colorful spectacles • Exclusive guests • Club-atmosphere • Give-away: Audi-To-Go 13/11/2009 Slide 20 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 21. 13/11/2009 Slide 21 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 22. ONLINE campaign phase II 13/11/2009 Slide 22 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 23. PRINT 13/11/2009 Slide 23 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 24. ROADSHOW post-teaser OBJECTIVE: Leverage on OUTDOOR teaser locations. •Replace teasers with real cars w/props •Showcase sound and music capabilities. •Sales promo, give-aways … stickers. 13/11/2009 Slide 24 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 25. IN-STORE campaign • Roll-ups and brochures (same theme as print) • Parking-lot design for a A1, to differentiate from existing fluorescing light design at Queenstown Showroom. • Outdoor placement of car. 13/11/2009 Slide 25 of 28 PRE LAUNCH/EVENT PRE LAUNCH/EVENT LAUNCH/EVENT LAUNCH/EVENT POST LAUNCH/EVENT POST LAUNCH/EVENT
- 26. Questions? 13/11/2009 Slide 26 of 28
Editor's Notes
- As recommended through the brief. We think this target group is right because… 1. 2.
- Is the mum who wants her own car whom husband just bought a new sports car … R8 and the like. For shopping, out with her girlfriend or just taking some time off driving around! The second or third car in the household … Appreciate the compact size and its superior maneuverability in tight and scary parking lots… !
- The aim of this survey is to study the needs and wants of our target group Research method: Demographics: Age range (Majority from 25 – 40 years old); Gender (60% Male and 40% Female); Income range (approx. more than 60% below 5k, 30% between 5 – 10K and 10% above 10K )
- The aim of this survey is to study the needs and wants of our target group Research method: Demographics: Age range (Majority from 25 – 40 years old); Gender (60% Male and 40% Female); Income range (approx. more than 60% below 5k, 30% between 5 – 10K and 10% above 10K )
- Hook to our conceptual theme: Although all top 4 attributes are potential focus, colors is chosen as the theme in this campaign because: Audi has already been associated with performance – ‘classical conditioning’ Comfort and safety are important but does not differentiate Audi A1 with its competitors like Mini Colors availability is new to the Audi brand… thus suites the brand communication of changing the game
- Hook to the approach we will take… From the survey, more than 50% of respondent chose online and showroom as the preferred media… Online: Features and reviews Showroom: Physical attributes and feel of the car – “To see the real thing” Hence, the need for an integrated approach for this campaign NOTE: Quite obvious that numbers don’t add up to 213??
- Hook to the approach we will take… From the survey, more than 50% of respondent chose online and showroom as the preferred media… Online: Features and reviews Showroom: Physical attributes and feel of the car – “To see the real thing” Hence, the need for an integrated approach for this campaign NOTE: Quite obvious that numbers don’t add up to 213??
- Colors availability is new to the Audi brand… thus suites the brand communication of changing the game
- Target audience are active online (as per research findings) Search online for info before purchase “ google it / youtube / facebook it phenomenal
- Since more than 50% wanted “to see the real thing”
- Colors…
- A progressive is a figure skating step done in ice dancing. The progressive is done as a sequence of progressive strokes and is executed on a curve. Its fast moving, spectacular, vibrant, and at the very same time eloquent and progressive in its style and performance. Well aligned with Audi’s brand image, offering something exclusive and innovative. Fits well with our color theme, as illustrations shows. Vorsprung is the joy of the challenge. Vorsprung is the courage to realize the imaginable. Vorsprung is the pursuit of perfection. Vorsprung is the will to break away from the ordinary
- A progressive is a figure skating step done in ice dancing. The progressive is done as a sequence of progressive strokes and is executed on a curve. Its fast moving, spectacular, vibrant, and at the very same time eloquent and progressive in its style and performance. Well aligned with Audi’s brand image, offering something exclusive and innovative. Fits well with our color theme, as illustrations shows. Vorsprung is the joy of the challenge. Vorsprung is the courage to realize the imaginable. Vorsprung is the pursuit of perfection. Vorsprung is the will to break away from the ordinary
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