A1 LAUNCH by Gingco.net Werbeagentur for Audi

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A1 LAUNCH

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Industry Cars
Media Direct marketing
Market Germany
Agency Gingco.net Werbeagentur
Released December 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: AUDI
Product/Service: AUDI A1
Agency: GINGCO.NET WERBEAGENTUR
Date of First Appearance: Dec 11 2009 12:00AM
Entrant Company: GINGCO.NET WERBEAGENTUR , Braunschweig, GERMANY
Entry URL: http://www.a1mag.de/
Media placement: Homepageevents - Spiegel, Yahoo,msn,lastfm,t-Online - 15.12.-27.12.2009
Media placement: EMag - Www.a1mag.de - 11.12.2009
Media placement: Social Networks - SchülerVZ, StudiVZ, MeinVZ - 12/2009

Describe the brief/objective of the direct campaign.
Objective: Audi is entering the supermini segment for the first time with the Audi A1. The objective is to speak to the lifestyle of Audi’s youngest target group in an authentic way and generate a high degree of identification with the brand and car, making the A1 more desirable. Audi’s brand values and luxury character should be interpreted in a way that appeals to young people. Target group: The target group consists of drivers of approximately 25 years of age and over, by far Audi’s youngest target group. The communication should also appeal to households with more than one car, primarily women looking to buy a second car.

Explain why the creative execution was relevant to the product or service.
Unique campaign features: With a high-quality mix of topics that goes beyond the world of cars, we draw connections between the young target group’s lifestyle and the key characteristics of the Audi A1. The print magazine expands the coverage of the campaign through repeated exposure of acquaintances, family and friends. What’s more, the magazine and mailing also allow readers to respond directly and can be linked to online media. For the first time, the magazine campaign is being extended beyond the launch phase and, with the fifth issue following the launch, offers the opportunity to continue receiving information in the form of an actual print magazine beyond the product launch.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Concept This is achieved using an extensive network encompassing various types of media: the A1 microsite not only highlights the standard products and equipment, but also communicates in a playful and exciting way the many options that drivers have to customise their Audi A1. The website is linked to an email newsletter and various social networking sites. The online media are accompanied by a five-phase direct mailing. Combining a multi-phase direct mailing to select addresses with a top-quality magazine provides a high degree of entertainment and added value that goes above and beyond standard product information formats. The magazine and mailing also allow readers to respond directly and can be linked to online media.

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.
Summary of campaign success Print mailing: The first presentations to dealers were so well received that the originally recommended number of 30,000 mailings was promptly increased to 100,000 despite the economic downturn. The response rate of the first round of mailings was so good that dealers subsequently ordered and sent out 150,000 copies of the second issue. Audi A1 e-magazine: 45,112 visitors social-networks (meinVz.de): 15.163 fans, 347.096 visitors as at March 23th. Newsletter: Total number sent out: 9,909 Online campaign: Click-throughs: Total: 9,181 (63.37%) – in relation to open rate (total), 92.80% in relation to total sent out.