Audi Print The Sweet Spot - Shoes by BBH Shanghai

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The Sweet Spot - Shoes

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Industry Cars
Media Print, Magazine & Newspaper
Market China
Agency BBH Shanghai
Chief Creative Officer Johnny Tan
Associate Creative Director Jenny Jin, Lucy Dale
Executive Creative Director Yu Kung
Copywriter Jimmy Chen
Released November 2016


Ame Awards 2017
Use of Medium Print: China AME Silver Medallion
Products & Services Automotive: China AME Bronze Medallion

Credits & Description

Agency: Bbh China Ltd.
Brand: Audi Q3
Country: China
Chief Creative Officer: Johnny Tan
Executive Creative Director: Yu Kung
Strategic Planner: Matt Nolan
Head of Business Development: Elvis Li
Senior Account Director: Andrew Hu
Senior Account Executive: Mika Mao
Associate Creative Director: Lucy Dale
Associate Creative Director: Jenny Jin
Assistant Art Director: Carrol Shen
Associate Creative Director: Mark Nicholson
Copywriter: Jimmy Chen
This case study explains how the Audi Q3, China’s market leader in the sub-compact SUV category fought off fierce competition with an insightful understanding of what its urban audience really wanted. • The BMW X1 – the Audi Q3’s main rival – had just released a new version of the car with notable innovations • The Audi Q3 lacked such advances, so we had to rely on fresh driver insights and hyper-targeted communications to keep the Q3 crown • By traveling to showrooms and interviewing sales staff and prospective buyers, we discovered who our audience really is, what they really want in a compact SUV. • In doing so, we broke from clichéd communications in the category and elevated interest in the Q3 within an increasingly competitive market segment • As a result, the Audi Q3 remained market leader with dramatic growth in showroom traffic and sales that exceeded forecasts, with a highly efficient marketing spend