AUDISFERA by Urban Summer for Audi

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AUDISFERA

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Industry Cars
Media Direct marketing
Market Brazil
Agency Urban Summer
Creative Director Alessandro Guidini
Art Director Olivie Lutaud
Copywriter Sandra Magalhaes
Released July 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: AUDI
Product/Service: AUTOMOTIVE MANUFACTURER
Agency: URBAN SUMMER
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: URBAN SUMMER, Sao Paulo, BRAZIL
Entry URL: http://www.designforfood.com.br/audi
Creative Director: Alessandro Guidini (Urban Summer)
Projects Director: Caio Bamberg (Urban Summer)
Copywriter: Sandra Magalhães (Urban Summer)
Creative Supervisor: Thomas Zander (Urban Summer)
Art Director: Olivie Lutaud (Urban Summer)
Planner: Gabriel Zuccoli (Urban Summer)
Programmer: Otávio Soares (Urban Summer)
Developer: Michel Oliveira (Urban Summer)
Chief Executive officer: Andre Diniz (Urban Summer)
Account Director: Eduardo Grinberg (Urban summer)
Account Manager: Patricia Gerard (Urban summer)
President: Paulo Kakinoff (Audi Brazil)
Marketing Manager: Celina Reum (Audi Brazil)
Marketing: Leandro Sabes (Audi Brazil)
Media placement: Internet - Website - 1 July 2009
Media placement: Internet - Social Networks - 1 July 2009

Describe the brief/objective of the direct campaign.
94% of people who visit automobile manufacturers websites also participate in automotive communities and social networks. However, the percentage of members of these communities that visit car manufacturers websites barely reaches 8%. By not having an official presence in social networks, Audi Brazil lacked an active participation in this universe. The brand’s presence in social networks existed exclusively due to spontaneous posts by anonymous individuals. We had to use this potential in our favour.

Explain why the creative execution was relevant to the product or service.
In an independent way, people already produced content about Audi in social networks. We needed to gather this material, support what is being said and to feed the web with official and relevant content which enriches the lover’s experience with the brand. Also, the active presence on the web reinforces the relationship with the audience - making them feel closer to their universe. We did this by using an official profile with the brand’s voice and another, which represents a lover who is lucky enough to work with his favorite brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To have an active online presence and support what is said about the brand on the internet, we created Audisfera: a centralizing tool that sweeps the web and identifies, selects and showcases Audi content posted on social networks, news channels, blogs and microblogs. We implemented constant monitoring to know what people are saying about the brand online. To interact and respond to these people, we created 2 profiles, with their correspondent channels: The official Audi Brazil, the brand’s voice. And a fictional character Guto Kleien, a webpublisher and brand lover with a more emotional and aspirational contact with the audience. The campaign was fully web-based, and traffic was generated through direct interaction with the target audience. Our tactic was to create touch points in the most popular social platforms in Brazil: Wordpress, Flickr, Twitter, Facebook. We used these channels to engage the audience and direct them to our website.

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.
In 6 months of the campaign, Audisfera received 60.000 unique visitors/month with an average navigation time of 4min30s and the official @audibr Twitter became the third most popular Audi Twitter channel worldwide, being outnumbered only by the USA and Germany. In the same period, the brand increased sales in 30% compared to the previous year, 79 cars were sold to clients who followed Audisfera. The investment of U$ 76.518,00 turned into U$ 8.507.273 in sales revenue, generating a ROI of 2124%.