FOR OFFICE USE ONLY SCRIPT NO LATE DAYS
Leeds University Business School
Assessed Coursework for LUBS/MATH
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MODULE TITLE:
Advertising
MODULE LEADER:
Sally Chan
STUDENT NUMBER:
WORD COUNT:
2237
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FROM AUDI A1 TO THE AUDI A1 SPORTBACK ASSESSED COURSEWORK FOR LUBS 5407M ADVERTISING SPONSORED BRIEF BY BBH LONDON
TABLE OF CONTENTS I.
BACKGROUND ANALYSIS
II.
CONSUMER INSIGHT
III.
ADVERTISING OBJECTIVES
IV. CREATIVE BRIEF V.
CREATIVE IDEAS
VI.
ADVERTISING FORMATS, APPEALS AND RATIONALE
VII.
EVALUATION
VIII. BIBLIOGRAPHY IX. APPENDIX
3-5 5-7 8 9-10 10-11 12-13 13 14-17 18
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I. BACKGROUND ANALYSIS MARKET According to Key notesʼ report on Commercial Vehicles (2014), the total turnover of the commercial vehicle market grew between 2009 and 2013 by 7.3% from £2.69bn to £2.89bn, with strong growth in 2011 (2.2%), 2012 (5.4%) and 2013 (6.5%). Cars like Audi (weigh up to 3.5 tonnes) accounted in 2013 for an estimated 83.9% of new registrations.
In addition, according to Key Noteʼs report on Men and Womenʼs Buying Habits (2012), “Household disposable income has risen continually between 2007 and 2011, reaching £16,034 in 2011, an overall rise of 10.8%”. This increase has brought confidence to consumers and has made them willing to spend on luxuries and non-essential items. Therefore, there has been a boost in demand for more expensive car brands. The top five premium marques that consumers have considered buying in 2013 are Audi with a total of 33.3%, BMW with 33.3%, Mercedes Benz with 22.4% and Jaguar with 11% (Marketing Week, 2014).
THE BRAND Audi is part of the Volkswagen Group and they have been manufacturing cars for the brand since 1909. In 1980, they introduced the Audi Quattro, the first four-wheel drive sports coupé; a concept that had only been used on trucks and off-road vehicles (Neq Club, 2014). The Audi Quattro was successful worldwide and it was the beginning of Audiʼs growth in market share and as a leading prestige car marque. In 2010, Audi decided to enter the small car market and launch their very own version of a small sized car. Audi had always positioned itself as a premium prestige marque through “Vorsprung Durch Technik (VdT)” and they were worried that the small car would affect it. MARKETING MIX •
The product range of Audi cars vary between: A1, A3, A4, A5, A6, A7, A8, Q3, Q5, Q7, TT, R8, RS and e-tron.
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Their price range goes from £14,115 (Audi A1) to £102,385 (Audi R8).
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Their cars are distributed in official distributor centres, car dealers and customers who sell their second-hand cars individually.
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The car industry is a competitive market in advertising. “December 2011, advertising expenditure for cars amounted to a total of £406.5m. Family cars had the greatest combined advertising expenditure of £101.8m (25%), followed by revenue spent promoting small cars £81m (19.9%)” (Appendix 1).
With the help of Kapfererʼs (2008) Brand Identity Prism we can define Audiʼs brand identity:
Internalisation: -
Personality (Aaker, 1997): daring, up-to-date, intelligent, reliable and successful
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Culture: made in Germany (quality engineering), innovation in technology
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Self-Image: modern, trendy, entrepreneur, social status, they have reached a high level in the career ladder
Externalisation: -
Physique: innovation through technology, ambitious, classy, dynamic and sporty
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Relation: aspiration
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Reflection: social status, tech-savy, qualitative, innovative
Overall, the brand is an aspirational marque for their users and purchasing their products represents having a certain social status.
Itʼs seen as a modern,
technological brand with quality products.
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THE PRODUCT Every Audi is intrinsically exclusive. It is the design, the exceptional engineering, the Vorsprung durch Technik that separates their car from the rest. Inside the A1 category, there are 4 car models: A1, A1 Sportback, S1 and S1 Sportback. The prices and specifications of the car models increase are different between them; the A1 has the most basic features and lowest price, while the S1 Sportback has the highest price and most features.
Although, the Audi A1 Sportback is in the middle of the car models, it still has quality products and its features include: Adaptive cruise control, dynamic shift program, traction control, LED technology, recuperation, servotronic, multitronic, stop/start, TFSI, ESP, ABS, MMI and TDI.
II. CONSUMER INSIGHT According to several forums, the average Audi owner has traditionally been 40-60 year old professionals with a high income of £180,000/year approximately. They are usually men who have a family, work in managerial positions and have a comfortable life.
However, this Audi A1 Sportback was different in size, design and specifications. It no longer appeals to the traditional target audience of Audi and had to be targeted to a younger audience. Therefore, the selected target audience for the Audi A1 campaign are young urban males between 25-35 that pertain to the ABC1 social grade, that live a comfortable life, are attracted to technology, design and enjoy the driving experience. This car is not only a small Audi car, with it is perfectly engineered technology, it is also a premium offer for ambitious young drivers.
“The number of households in the UK has increased at a much faster pace than the population due to a significant rise in the number of one-person households” (Appendix 2). There is an increase in one-person households with young professionals who can afford to live by themselves. They have a higher disposable income and are believed to have influenced sales of more luxurious commodities, such as entertainment equipment and cars, as well as keeping up with the latest consumer trends. In regards to gender variations, according to TrueCar.com (2010), the study revealed that men
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were more likely to buy a high-priced and high-performance vehicle, while women are more cost-conscious and interested in fuel-efficient vehicles.
Furthermore, our target audience for the Audi A1 falls into the one-household of young male professionals between 25-35 with high disposable income and interested in new trends and technology.
MOOD BOARD
The target audience of the new Audi A1 Sportback own smartphones and tablet devices and they double the ownership, of these devices, above national average. They are frequent users of the Internet and use it to stay updated on current affairs,
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shops, music, films and TV shows. They enjoy their urban lifestyle, like to eat out, go to the theatre an cinema and make the most of cultural activities and the nightlife (CACI Acorn User guide, 2013).
VAUGHN始S FCB GRID
For our Audi A1 target audience, the new car is a high-involvement product that appeals to both the rational and emotional side. These customers will look for information about the car but will most definitely be appealed by the way it is communicated and the way the feel when they try driving the car. Therefore, in the grid it would be placed in between think and feel but more on the side of the affective column.
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III. ADVERTISING OBJECTIVES The objectives of the campaign for Audi A1 Sportback following Butterfieldʼs Diamond (Lecture 3) are: •
To educate the target audience about the specifications of the new Audi A1 and the quality.
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Generate awareness and trial.
These objectives also follow Edward K. Strongʼs AIDA Model (Lecture 2): •
Attention: Target our desired customer base with the selected media and create brand awareness and affiliation with the new Audi A1.
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Interest: Generate interest with the benefits of the car: small size, cutting edge exterior appearance with all of the trademarks Audi design
cues,
powerful
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TFSI
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technology to save fuel, stereo and in-car entertainment. As well as being able to enjoy the authentic Audi driving experience with a small car.
These benefits will provoke the customers to
research further and try the car. •
Desire: Persuade the target audience with Audiʼs brand personality to connect emotionally. We want the customers that have always wanted an Audi and those that have thought of purchasing a premium car but havenʼt decided which one yet, to want to be a part of the Audi community.
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Action: Move the buyer to interact with Audi, test-drive the car and purchase it.
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IV. CREATIVE BRIEF Why is this Brief here? Audi has launched the A1, their first car for the A0 (small car) segment and theyʼre afraid to be risking their brand positioning “Vorsprung Durch Technik” because of its size and price. Audi needs an advertising campaign that will attract a new target audience to the brand and prove that the size of the car doesnʼt sacrifice the quality of other Audi cars.
Who are we trying to influence? We are trying to influence 25-35 young professionals who have successful careers and are looking to purchase a car that theyʼll be proud of because of its unique character. They are proud of what they have accomplished and need a car that will suit their mind set. Theyʼre urban socialites who are attracted to technology and design.
What do we want them to DO as a result of this communication? We want to introduce the A1 successfully into the market by captivating the new target audience and generating interest towards the existing owners. We want them to understand that despite the small size of the car, Audi has still designed and engineered it with its usual quality standards. Furthermore, we want them to try and purchase the new Audi.
How do we expect communications to work towards achieving this? The advertising campaign will entice people to be a part of the Audi community (try and purchase the car) and change the perception that small cars are cheap and are bad quality into the reality that the new A1 is perfectly engineered just as the other cars.
What are we trying to convey? We are trying to convey that like other technological brands nowadays create smaller products because it is a virtue of good design and innovation. Audi is constantly looking to innovate through technology and that is exactly what they have done with the new small car.
What will help people to KNOW this? The specifications of the car will help people to know about the quality. In addition, the brand personality will help them understand that it follows the Audi quality standards.
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What will help people to FEEL this? The core values the communication will stay true to are progress through technology and that they create trendy, daring and up-to-date designs. We want people to immediately see that it is just like any other Audi car; just as innovative and with character. We are being inclusive with the followers of Audi because we want them to aspire to own this new A1 but we also give them a sense of exclusivity for purchasing a premium car that not everyone can acquire.
Mandatories Focus on the product attributes, qualities and the brand始s personality; don始t attack the competition directly.
Channels Billboards and other print media.
V. CREATIVE IDEAS
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VI. ADVERTISING FORMATS, APPEALS AND RATIONALE ADVERTISING FORMATS •
The advert uses a side-view image of the new car to show the unique design of the car.
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The headline is “New Audi A1 Sportback. Every small detail makes a big difference” and below the headline there is a list of the product features to show the benefits of purchasing the car.
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The typography I have selected is Audi Sans in roman and bold and Audi Sans Ext in bold. I have selected this typography because I wanted to follow the brand guidelines and wanted to emphasise that the new car is part of the Audi brand even if it is part of another market segment and targets another audience.
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The colours I have chosen to use are red, grey and white because they belong to the brandʼs ad style guidelines. Again, I wanted to follow the style they have used in adverts for other car models to emphasize the idea of brand unity.
APPEALS In this campaign, the adverts respond to a rational function but at the same time, they evaluate the prestige of the Audi brand and respond to the emotional function.
The rational appeal is visible with the description of the product features on the ad, the headline appeals to the customersʼ logic because it describes the size of the car and its quality. The emotional appeal is visible with the focus on the red car. The only coloured parts of the ad are red, because it denotes power and it helps give visibility to the
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important sections of the ad. The headline has a “boastful” tone of voice and appeals to the accomplishment they have made with purchasing the new car.
RATIONALE Audi has always advertised and positioned itself to be an innovative brand that progresses through technology. Therefore, their USP is that they take advantage of technology to create unique and advanced cars. Nowadays, brands are constantly redesigning traditional products and making them smaller and that is a hallmark of superiority and modernity. This is exactly what Audi has done with the new Audi A1 Sportback, they have meticulously engineered and designed a car in a smaller size with the same quality as the rest. That is progress in technology.
VII. EVALUATION To evaluate efficiently the advertising campaign, we will take into account the users who have logged into the website, have clicked on “arrange a test-drive” and have purchased the Audi A1 afterwards. We will also monitor how many people clicked on the test-drive tab and never sent in their details for future redesign of the web. We will also be in touch with the Audi centres around the UK and measure how many people have tested the car and purchased it. To monitor those who have directly purchased the car without testing booking an appointment for a test-drive, we will use the “single question method”.
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VIII. BIBLIOGRAPHY •
Aaker, J. Dimensions of brand personality. [Online]. [Accessed 6 May 2014]. Available from: http://www.haas.berkeley.edu/groups/finance/Papers/Dimensions%20of%20BP%2 0JMR%201997.pdf
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Ajhartless. 2013. Brand personality. [Online]. [Accessed 5 May 2014]. Available from: http://ajhartless.wordpress.com/2012/10/23/brand-personality/
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ARF Ogilvy Awards. 2012. Audi: Intelligence. [Online]. [Accessed 4 May 2014]. Available from: http://www.warc.com
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Audi. 2014. A1. [Online]. [Accessed 4 May 2014]. Available from: http://www.audi.co.uk/new-cars/a1.html
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Audi owner. 2013. [Online]. [Accessed 8 May 2014]. Available from: https://fbcdnsphotos-b-a.akamaihd.net/hphotos-ak-frc3/t1.09/s403x403/1656386_716975448342802_322901062_n.jpg
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Bacon, J. Car buying moves in a premium direction. [Online]. [Accessed 6 May 2014]. Available from: http://www.marketingweek.co.uk/trends/car-buying-moves-ina-premium-direction/4008231.article
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Boys life blog. 2013. A photo collection of boys worth looking at. [Online]. [Accessed 7 May 2014]. Available from: http://boyslifeblog.tumblr.com/
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Caci Limited. 2013. The ACORN user guide. [Online]. [Accessed 4 May 2014]. Available from: http://acorn.caci.co.uk/downloads/Acorn-User-guide.pdf
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Cardiff Young professionals. 2014. Young professionals. [Online]. [Accessed 7 May 2014]. Available from: http://www.cardiffyp.co.uk/#!gallery-cardiff-networking/c1yhd
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Chernatony, L. and Mcdonald, M. 2003. Creating powerful brands. 3rd ed. Oxford: Butterworth-Heinemann publications.
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Chan, S. 2014. Advertising Models and Perspectives. Lecture notes distributed in LUBS 5407 Advertising. 2 March, University of Leeds.
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Chan, S. 2014. Advertising Planning. Lecture notes distributed in LUBS 5407 Advertising. 2 March, University of Leeds.
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Chan, S. 2014. Agencies, Audi A1 and Ogilvy China. Lecture notes distributed in LUBS 5407 Advertising. 2 March, University of Leeds.
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Downtown Jacksonville Hotel. 2014. Men playing videogames. [Online]. [Accessed 7 May 2014]. Available from: http://www.downtownjacksonvillehotel.com/images/spg_1374513281.jpg
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Edwards, D. and Gilmore, O. 2013. Admap. Marketing cars: A prestige marque for the young. [Online]. [Accessed 4 May 2014]. Available from: http://www.warc.com
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Euromonitor Passport. 2013. Cars and luxury goods: complements or substitutes for share of consumersʼ wallet?. [Online]. [Accessed 4 May 2014]. Available from: http://euromonitor.typepad.com/files/automotive-global-briefing.pptx.pdf
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European Association of Communications Agencies. 1999. Toyota Yaris. [Online]. [Accessed 4 May 2014]. Available from: http://www.warc.com
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European Association of Communications Agencies. 2012. Silver, Euro Effies. Nissan: Juke - Stay awake. [Online]. [Accessed 4 May 2014]. Available from: http://www.warc.com
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Kapferer, J.N. 2008. The New Strategic Brand Management. 4th ed. London: Kogan Page Limited.
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Key Note. 2012. Market Assessment: Men and Womenʼs Buying Habits. [Online]. [Accessed 4 May 2014]. Available from: http://www.keynote.co.uk
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Key Note. 2014. Market Update: Commercial Vehicles. [Online]. [Accessed 4 May 2014]. Available from: http://www.keynote.co.uk
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Kotler, P. and Keller, K. Marketing Management. 14th Ed. New Jersey, USA: Pearson Education.
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Marketing Week. Shopper Behaviour, Trends Car brands. [Online]. [Accessed 6 May 2014]. Available from: http://www.marketingweek.co.uk/Pictures/web/u/y/q/trends-cars-2013-fullwidth.jpg
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Mcmullen Enterprises. 2014. Consoles. [Online]. [Accessed 7 May 2014]. Available from: http://mcmullenenterprisesllc.net/wp-content/uploads/2014/03/04.png
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Neq Club. Audiʼs History. [Online]. [Accessed 6 May 2014]. Available from: http://www.neqclub.org/about-us/audis-history.html
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Nuru Global. 2014. Tablets smartphones. [Online]. [Accessed 7 May 2014]. Available from: http://www.nuruglobal.com/uploads/2/8/1/2/28127143/6771876.png
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Telegraph. 2014. Whisky. [Online]. [Accessed 7 May 2014]. Available from: http://www.telegraph.co.uk/travel/foodandwineholidays/9167459/World-WhiskyDay-Britains-best-tours-and-bars.html?image=9
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The Avalon. 2014. Pub UK. [Online]. [Accessed 7 May 2014]. Available from: http://www.theavalonlondon.com/
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The Chese Shoppe. 2013. Fine dining. [Online]. [Accessed 7 May 2014]. Available from: http://www.thecheeseshoppe.net/wp-content/uploads/2013/03/wine-andcheese-1.jpg
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The Fashionisto Images. 2014. Velencoso suit. [Online]. [Accessed 7 May 2014]. Available from: http://www.thefashionistoimages.com/2012/4/segura4.jpg
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The Guardian. 2011. England Football. [Online]. [Accessed 7 May 2014]. Available from: http://static.guim.co.uk/sys16
images/Guardian/Pix/pictures/2011/2/10/1297355370865/England-striker-DarrenBe-007.jpg •
Tinypic. 2013. Velencoso casual. [Online]. [Accessed 7 May 2014]. Available from: http://i40.tinypic.com/9znlg1.jpg
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TrueCar. Examines gender differences in vehicle registrations. [Online]. [Accessed 7 May 2014]. Available from: http://blog.truecar.com/2010/06/11/truecar-comexamines-gender-differences-in-vehicle-registrations/
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TrueCar. Top 10 models for young drivers. [Online]. [Accessed 7 May 2014]. Available from: http://blog.truecar.com/2010/05/12/top-10-models-for-young-drivers/
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Young Free Spirit. 2014. Passion. [Online]. [Accessed 7 May 2014]. Available from: http://www.youngfreespirit.tumblr.com
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IX. APPENDIX
Key Note. 2012. Market Assessment: Men and Women始s Buying Habits. [Online]. P. 56. [Accessed 4 May 2014]. Available from: http://www.keynote.co.uk
Key Note. 2012. Market Assessment: Men and Women始s Buying Habits. [Online]. P. 15. [Accessed 4 May 2014]. Available from: http://www.keynote.co.uk
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