Audi DM COUNTDOWN by Doubleyou

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Industry Cars
Media Direct marketing
Market Spain
Agency Doubleyou
Executive Creative Director Frédo Sanz
Creative Director Ferran López, Xavi Caparrós
Art Director Álex Marull
Copywriter Neus Giménez
Designer Noemí Sánchez
Released April 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: AUDI SPAIN
Product/Service: AUDI A4 TDI E
Date of First Appearance: Apr 4 2010 12:00AM
Entrant Company: DOUBLEYOU, Barcelona, SPAIN
Entry URL:
Account Director: Alba González (DoubleYou)
Account Manager: Nacho Arostegui (DoubleYou)
Account Manager: Xavier Drudis (DoubleYou)
Executive Creative Director: Frédo Sanz (DoubleYou)
Creative Director: Ferran López (DoubleYou)
Creative Director: Xavi Caparrós (DoubleYou)
Copywriter: Neus Giménez (DoubleYou)
Art Director: Àlex Marull (DoubleYou)
Designer: Noemí Sánchez (DoubleYou)
Programmer: Mónica Comas (DoubleYou)
Media placement: E-Mailing - E-Mail - 04 April 2010

Describe the brief/objective of the direct campaign.
The objective was to communicate the efficiency of the new Audi A4 TDIe to Audi's clients database through one of its most innovative technology: the START-STOP engine system.

Explain why the creative execution was relevant to the product or service.
The real challenge was to find an equally simple way of explaining the metaphor in an email. So we used one of the only possibilities the email offers (an animated gif) to surprise the user and make a demo of the new technology.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Audi’s commitment to efficiency is based on action, not words. So, instead of talking about the START-STOP technology in the Audi A4 Tdi e, we chose a simpler way to show how it works.The idea was simple: to use energy only when it's required. Or that's the same: to use the light only when user needs to read.

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.
The email was sent to 426.663 users. It was opened by 43.155 of them with an opening ratio of 10%. The objective was to communicate the efficiency of the new Audi A4 TDIe in a creative way. Not to redirect users to the website. Anyway, the global click through ratio was 8%, and 16% in some sectors of the target.