The document describes an Audi marketing campaign in Ukraine to promote the new Audi A1 Sportback model to young urban professionals. The campaign's goal was to show potential customers that the A1 Sportback offers more than expected in a small car. Key elements included: 1) Partnering with influential opinion leaders across fields like music, restaurants, and fashion to test drive the A1 Sportback for a week and share their experiences on social media; 2) Creating Facebook applications for viewing video diaries and requesting test drives; 3) Generating over 100 social media posts from the opinion leaders and 20,000 YouTube views of the video diaries. The campaign significantly grew Audi's Facebook fan base in Ukraine and made it the top autom

1. Audi A1 Sportback launch in digital
MORE THAN YOU EXPECT

2. Project background
Audi is viewed as a luxury brand,
the name synonymous with quality
automobiles.
The A1 Sportback has introduced
an entirely new group of customers
to the Audi brand as young urban
professionals, young families and as a
second vehicle for the family.
More then you can expect…
We have to convince consumers that
small car has a lot of power, and ideal
car for citizens. It is the car for young
urban and trendy audience.

3. Project goals
Draw attention through
opinion-leaders to urban
vehicle with a dynamic
heart that well-suited to
everyday driving
EXAMPLE
Project Goals
Encourage people
EXAMPLE EXAMPLE
to come take a Experience that A1
test drive in the Sportback is more
new A1 Sportback than you expect

4. Where is our target audience?
Trunk Shows at
Exhibitions Concerts
concept stores
Parties Movie premiers

5. Why we consider them the chosen ones?
Trendsetters in lifestyle is a new generation that is the soul of
every event, build brand loyalty and drive sales.
Thanks to social media they can set trends to biggest audience!
Opinion leaders help persuade people to act. Seeing somebody they
know and trust talk about the issue can close the deal.
The remarkable sporty Audi A1 Sportback could now be
even more affordable than you expect.
MORE THAN YOU CAN IMAGINE ...
But how people will believe in it?

6. Big Idea!
Our main idea was to select relevant
opinion leaders for our target audience
and create environment for them to test
and share their experience of brand new
Audi A1 Sportback.
6

7. Overall Description of Project
Creating on Facebook Every trendsetter got
application w/ 2 Tabs: branded car for 1 week and
published 5-7 posts with
1. Test drive application
information about the new
2. Video and photo diaries of
audi pilots, car decription. Audi A1 Sportback.
Every message was with
call to action to experience
it on your own by special
tab on Facebook for test-
We have chosen the most popular people drives
in the city – DJs, musicians, owners of
restaurants, TV-hosts, designers – who
are trendsetters in their area and with strong
Branded 3 cars with original
accounts on Facebook ( +4000 friends)
design
*- AdverMap

8. Communication channel:
Opinion leaders
Communication message:
Audi A1 Sportback is more than you expect!

9. Communication concept
To give target audience an opportunity
to experience Audi A1 Sportback we
have combined engagement with
trendsetters with media relations, viral
video and photo buzz to influence on
audience through social networks
As a result trendsetters become our
strong brand ambassadors and are
loyal to the Audi brand till now.

10. Communication workflow
Facebook Media support
(banners advertising at
Trendsetters announcements
Mainpeople/ Look At
+ application Me)

11. Work with trendsetters
Top case
• 6 photo sessions of trendsetters with A1Sportback
• filming 30 videos for «Drivers Diaries»
• 122 publications in social media (Facebook, Twitter, Youtube, Instagram)
• DJ Burzuy
• DJ Zlata
• Daniil Grachev,13 editor of lifestyle site
• Dima Borisov, owner of restaurants
main
• Yulia Nelson, singer
«Mainpeople»
• Tomato Jaws, musicians
• Mike Tsvetaev, pr-manager of restaurants
• Kseniia Marchenko, designer
• DJ Artem Neba
• Svetlana Bovkun, senior pr manager of
• Dennis Dovgopoliy, organizer of Startup
EURO 2012
and Venture Capital Data Base
• Maxim Nekrasov, Quintessentially Ukraine

12. Tomato Jaws, music band

13. Yulia Nelson, singer

14. Dima Borisov, restaurator

15. Mike Tsvetaev, pr-manager

16. Video Diaries on YouTube 5
16

17. Facebook Applications
App #1. Video & Photo diaries App #2. Test drive order

18. Results
• 12 opinion-leaders from different areas (business, fashion, art, music,
TV) in Ukraine became pilots of Audi A1 Sportback and shared their
experiences with others on their Facebook pages by uploading photos-
and video-diaries
• 122 publications from opinion-leaders during April-May. Message take
out for opinion-leaders posts was «More Then You Expect»
• 20 722 views on YouTube of Video Diaries from test drive
• Audi Facebook community grew on 2 171% (+ 4 322 new fans from
different Ukrainian cities).
• This made Audi Ukraine Facebook community on the top of all
automobile branded groups and pages in Ukraine by brand
involvement in May-July by AdverMap

19. 144 people from all over Ukraine
completed test drives of
Audi A1 Sportback
19

20. Thank You
MORE THAN YOU EXPECT