Audi Case study AUDI GPS: GEOPOSITIONED STORIES by Proximity Barcelona

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AUDI GPS: GEOPOSITIONED STORIES

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Industry Automotive products, services and accessories
Media Case study
Market Spain
Agency Proximity Barcelona
Creative Director Carles Alcon, Alba Vence
Art Director Fran Arguijo
Copywriter Marc De La Cruz
Account Supervisor Arantza Bilbao
Released February 2012

Awards

Caples Awards 2012
Other Media Retention/Loyalty, non-mail Gold
Digital Email Bronze

Credits & Description

Category: Cars & Automotive Services
Advertiser: VOLKSWAGEN AUDI ESPAÑA
Product/Service: AUDI
Agency: CP PROXIMITY
Creative Executive Director: Eva Santos (CP Proximity)
Creative Supervisor: Ferrán Lafuente (CP Proximity)
Art Director: Fran Arguijo (CP Proximity)
Developer: Bruno Mateos (CP Proximity)
Account Director: Amanda Muñiz (CP Proximity)
Account Supervisor: Arantza Bilbao (CP Proximity)
Account Executive: Marta Lazaro (CP Proximity)
Director Of Consulting: Joan Pizarro (CP Proximity)
Consultant: Isabel Fernández (CP Proximity)
Programmer Analyst: Fran Pérez (CP Proximity)
Back Programmer: Victor Caballero (CP Proximity)
Creative Director: Alba Vence (CP Proximity)
Creative Director: Carles Alcón (CP Proximity)
Copywriter: Marc De La Cruz (CP Proximity)
Media placement: Emailing - Data Base - 27 July 2011
Media placement: Website - Online - 27 July 2011

Describe the brief/objective of the direct campaign.
Due to the growing economic crisis, the budget allocated by Audi to its loyalty-building programme has been considerably reduced. Given this situation it was no longer possible to invest in CRM actions based on incentives, invitations to events or give gifts of experiences such as snow driving courses in Scandinavia.

But, how do you offer an experiential gift to over 200,000 clients that can fulfil their current expectations with a reduced budget?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Audi GPS: Geopositioned Stories, the first GPS designed for losing yourself.

To celebrate its birthday, customers were given the experience to drive around an open-air museum: Over 400 km and 480 minutes of narrated routes for getting carried away throughout cities all around Spain. In them clients could discover and listen from their vehicle to over 1,000 curiosities and surprising stories from over 180 streets in 8 Spanish cities.

Explain why the creative execution was relevant to the product or service.
To congratulate clients and present the special Audi GPS, a mailing was sent out along with a personalised emailing with the postal address of the client which indicated the closest route to their home.

To personalise the experience further, they were offered, via a site based on an interactive map, the option of downloading any route from the shortest to the longest, inviting them to let themselves be transported through myths, legends, stories from the past and the present, mistakes and curiosities related to the cities through which they were driving.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Main objective of the campaign achieved: the cost of incentives of the loyalty-building programme was reduced by 65%, while maintaining the customer satisfaction level at 28%.

96% of the clients who accessed the site downloaded at least one of the routes and toured the cities on the site in an average of 11 minutes.

These data represent more than 5.4m minutes of geopositioned stories downloaded and over 360,000 km covered during the 6 months of the campaign.