Media: Strategy Analysis - Audi takes giant step for car-makers.

 
Brand: Audi 
Brief: Improve conversion of prospects and build brand image 
Client: Jan Redecke, digital communications manager, Audi 
Target audience: Audi prospects and new car buyers 
Budget: Reported to be between pounds 2 million and pounds 3 million 
Agencies: Strategy, implementation and ongoing management by Bartle 
Bogle Hegarty 

Audi UK wanted to improve its conversion rates during the buying process and briefed Bartle Bogle Hegarty to generate ideas beyond dealership activity. BBH was aware of how much consumers crave information while buying a car. Applying the philosophy of 'Vorsprung durch Technik', BBH and Audi devised a communications platform to give consumers more engaging content. The key element was a 24/7 TV channel on the Sky platform, the world's first car manufacturer TV channel. However, the content would also be used to enhance all elements of Audi's communications throughout the buying process from websites to direct marketing activity.

EXECUTION

Two different types of programmes were created. The first provided consumers with model-specific examples that aimed to provide more detailed information than a brochure could. The second was designed to drive brand desirability. For example, Audi harnessed one of its sponsorship deals to create a programme showing an exclusive interview with Sir Alex Ferguson.

- Audi Channel: This gives customers a chance to see audio-visual information about their considered car before going to an Audi centre. Interactive TV programmes were used to create a deeper experience when pressing the red button.

- Online: At www.audi.co.uk, users can stream programmes for their considered car. The full schedule of the Audi channel was also available here.

- Centres: Audi centres have the channel on throughout the day to entertain and inform customers in the waiting areas.