The document describes a case study of a mobile marketing campaign conducted by Audi - Ali & Sons in Abu Dhabi. The campaign aimed to capture a database of qualified consumers interested in Audi's new Q7 model. Consumers who heard a radio ad were instructed to text their name and "Q7" to a shortcode. They immediately received a reply confirming a sales representative would contact them. Audi then received the consumer's contact details via email, allowing them to quickly arrange test drives.

1. Product: Mobile interaction & digital database building

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3. Case Study Client: Audi – Ali & Sons, Abu Dhabi – June 2009 Objective: To capture a database of qualified consumers who respond and interact with a radio advert Step 1: Radio advert in both English and Arabic contains a call to action where people interested to test drive or are interested in the new Audi Q7 are requested to text in. Step 2: Consumer sends the message “Q7” plus their name to 6626 Step 3: A reply message is received from Audi informing them that a member of the Sales Team will contact them shortly. Step 4: Within seconds, Audi receive details of the interest via email and can contact the potential customer to arrange a meeting or test drive Step 5: The Test Drive! Step 1 Step 2 Step 5 New Message To: 6626 Q7 Jatin Mava From: AUDI Thank you for your interest in the new Audi Q7. One of our sales team will be in touch shortly. Or call 02 6658000 for details Step 3 Step 4 Click on icon above to hear English Radio Advert