Table of Contents 1. Table of Contents 2. Executive Summary 3. Research 4. Competition 5. Marketing Overview 6. Creative Strategy 7. Campaign Introduction 8. Print Ads 9. Digital TV & Radio 10. Social & Mobile 11. Experiential & Earned 12. Experiential & Earned 13. IMC Plan 14. Budget Breakdown 15. Measuring Success 16. Conclusion 1
Executive Summary The A1 Opportunity §
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The A1 Experience
Build awareness of the A1 by capitalizing on ü A1’s style and technology ü Audi’s luxury brand image Establish the A1 as the best subcompact choice ü For young urban lifestyle consumers ü Relative to other subcompact options
Up & Coming Urbanites value style, success, technology, and drivability. This campaign will extend Audi’s prestigious brand image to the A1, and connect it personally to them through the media they opt into in their every day lives.
Lifestyle Intercept
The Up & Coming Urbanites
This campaign will intercept the Up & Coming Urbanites in their day to day lives § Campaign implementation will have heavy focus on digital, social, and experiental marketing § Unique and fresh initiatives will generate significant earned media
Two main segments of Up & Coming Urbanites the A1 wants to reach are: § Young Millennials § Rising Millennials
Life Stage Connection
Young city dwellers 18-24 and 25-34 are: § Style conscious § Technology natives § Success oriented
The A1 Choice
A1 will become the preferred subcompact choice among Up & Coming Urbanites due to: § Audi’s best-in-class brand image § A1’s unique offerings which alligns with the 18-34 year olds desired attributes § A cutting edge campaign which highlights A1’s stylish, technology forward, and successful personality 2
Research Objective § §
To Gain insight into the A1’s competitive advantage in the subcompact car market Learn about what 18-34 year old car purchase intenders desire in an automobile
Campaign Focus
Key Findings Young Millennials § Independent § Ambitious § Digital Natives
Rising Millennials § Value Conscious § Career Oriented § Family Consideration
With a $100,000 budget, it is essential that the campaign be intensely focused on those who are most likely to consider purchasing the A1: § Young Millennials (18-24) and Rising Millennials (25-34), the Up & Coming Urbanites want: ü Cutting edge technology ü To express their personal style and individuality ü A car that makes them feel successful 3
Competition Competitive Overview §
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Primary competitors are the Cooper Mini, and Fiat 500 because they are subcompacts with luxury perception Secondary competitors are the Fit, Yaris, Fiesta, Accent, and 2 due to their more economical brand perceptions
A1 Perception
The Audi A1 will become the preferred car for Up & Coming Urbanites based on personalization and Audi’s luxury brand perception
Fully customizable, Successful car perception, cutting edge technology Moderate customization, standard technology, stale car perception Moderate customization, standard technology, feminine perception
Limited customization, standard technology, “kid” car perception
A1 Advantage
Low customization, limited technology, “kid” car perception
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Low customization, limited technology, economical car perception
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Low customization, poor technology, economical car perception
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Up & Coming Urbanites new car purchase consideration rose 8% in three years 29% of these consumers intend on purchasing a small car The Audi A1 offers the attributes the Up & Coming Urbanites desire in a vehicle
Marketing Overview Marketing Strategy
Develop a fully integrated 6 month campaign with strategic focus on 5 cities with the highest number of millennials in the United States that will increase A1 awareness and purchase consideration among Up & Coming Urbanites
Marketing Strategy
Position the Audi A1 as the subcompact that will deliver the best in style, technology, and luxury to the Up & Coming Urbanites.
Marketing Objective §
Marketing Goals
Build awareness by connecting the A1 to young consumers’ urban lifestyle § Grow to 6% subcompact market share by 2015 § Increase dealership traffic for A1 by 20% § 50% Share of Voice in subcompact market § Achieve 70,000 A1 test drives § 50,000 A1 App downloads
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Use highly targeted, lifestyle oriented digital, mobile, and social media to intercept and engage the Up & Coming Urbanites Allocate the $100,000 budget to generate earned media and PR by strategically placing highly experiential programs in America’s most influential cities.
Tactics § § § § § § §
This map indicates the 5 cities where experiential programs will have the highest impact § New York- 4,386,508 Millennials § Los Angeles- 3,262,509 Millennials § Chicago- 2,294,797 Millennials § Dallas- 1,620,281 Millennials § Houston- 1,440,634 Millennials
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Social Mobile Online Radio Digital TV Experiential Earned Media Non-Traditional “Print”
Creative Strategy Target Audience
The Up & Coming Urbanites are § 18-24 year old: Young Millennials § 25-34 year old: Rising Millennials
Desired Action
To make the Audi A1 the preferred subcompact car choice among Up & Coming Urbanites looking for the latest trends in style and technology in a luxury ride.
Barriers § §
Already established cars in the subcompact category Limited existing awareness, as the A1 is currently only available in Europe
Brand Personality Stylish Classy Rich Intelligent
§ § § §
Key Insight
The Up & Coming Urbanites are driven and ambitious. They value their lifestyle and express it through the choices they make that enhance their style, individuality, and clout.
Reward
When I buy my next car, it will be and A1 because I know I will get the style, technology, and status I want.
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Campaign Introduction “A1 Truth”- The Campaign
Up & Coming Urbanites are hungry for success. In their every day lives- the style they rock, the technology they take with them, and the vibe they put out- these young consumers are defining their unique brand of success. § “The A1 Truth” will drive off of Audi’s internationally recognized slogan “Truth in Engineering.” § It will relate to the target audience by connecting Audi’s existing campaign with their own truths
I’ve got Truth in Style I’ve got Truth in Technology I’ve got Truth in Success Truth in Engineering Truth In Your Life §
§
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The “A1 Truth” campaign relates to Up & Coming Urbanites’ lifestyles and life stages by demonstrating that Audi understands what they want as a young, success driven consumer, and the A1 is the car that will get them where they want to go. The “A1 Truth” campaign will intercept today’s young urban lifestyle consumer throughout their daily lives.
Print Ads
Sidewalk Stickers Dealership Windows 8 Â
Digital TV/Radio
You’re Truth in Technology:06 (Vine) Announcer: You’re on the cutting edge Experience the truth in technology Audi A1. Truth In Engineering.
@AudiA1 #mya1truth
Truth in Luxury:15 (Pandora)
Car unlocks, door shuts, car engine revs, car accelerates (portraying the sounds of a well build machine) Announcer: Hear the truth in Luxury Audi A1. Truth in Engineering.
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Social & Mobile Share Your A1 Truths
Truth in Synergy
The Up & Coming Urbanites will feel connected to the A1 campaign through the use of engaging content and conversation. They will be encouraged to share their own truths and win an A1 Drive Kit to be picked up at their local Audi dealership Twitter § Tweet Your A1 Truth: the most retweetet truth weekly will win an A1 Drive Kit § Will share relevant content and musings Facebook § Post Your A1 Truth: the most favorited post weekly will win an A1 Drive Kit § Tag users in A1 Valet & A1 VIP montages Instagram § Caption Your A1 Truth: the most favorited picture weekly will win an A1 Drive Kit § Users will share their custom A1 designs Pinterest § Truth in Pinboards: Users will create their A1 pinboards, the user with the most new followers monthly will win an A1 Drive Kit StumbleUpon § Users will stumble upon A1 YouTube videos, blogs, and earned media
The A1 Microsite is one place where the Up & Coming Urbanites can access all things A1, including § Audi A1 blogs § Social media links to sharing info and contests § Youtube videos
Truth in Mobility
Multi Functional App § Dealership Locator § A1 event alerts § Design your own A1 § “Earn Your Truths” game
Truth in Video
A1 YouTube channel will showcase A1’s features as well as video montages of experiential sections of the campaign 10
Experiential & Earned Earn Your Truths
The A1 App will feature an interactive game where participants earn their truths in order to win an Audi A1. Contestants will check in at specific locations in each of the 5 cities (example for NYC) § Participants will follow tips to a specific location, find the A1 ad, and check in to narrow the radius of the virtual A1 ü Truth in Style: Bedford Ave, Williamsburg (1 mi) ü Truth in Success: Wall St., Manhattan (.5 mi) ü Truth in Technology: Silicon Alley, Manhattan (.25 mi) § Once all truths are earned, participants will try to grab the A1 ü Truth in Engineering: When participants get within .10 mi of the A1, they can grab it. When a participant has the A1 for 4 days (representing the 4 rings) they will win the A1
Truth in the Night
A1 sponsorship will take over one VIP table each Saturday night in one club in each of the 5 cities. A regular club-goer will be chosen at random and be given the A1 VIP experience. Video montages will be produced and uploaded to the A1 youtube channel
Truth in Experience
A1 will set up a red carpet valet at Sunday farmers markets in each of the 5 cities, allowing people to test drive the A1. Participants will be interviewed following their test drive, and every fifteen interviewees will be compiled into a video montage, tagged, and uploaded to Facebook
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Experiential & Earned Truth in Refueling
One A1 food cart will travel to different corporate centers in each city offering urban professionals an opportunity to check out the A1, and a chance to grab lunch or a coffee
Truth in Media §
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The “A1 Truth” campaign will attract significant earned media for it’s highly experiential initiatives: ü Truth in The Night ü Truth in Experience ü Truth in Refueling ü Truth in Relaxation ü Earn Your Truths Game These programs will attract attention from a wide range of blogs as well as mass media outlets. Expected earned media will come from from sources such as:
Truth in Relaxation
Audi A1 will set up a Labor Day bbq in each of the 5 cities largest park. People will be able to stop by, listen to music, grab food and refreshments, and test drive the A1.
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IMC Plan The “A1 Truth” Campaign is a national campaign with strategic focus on these 5 cities: § New York, NY § Los Angeles, CA § Chicago, Il § Dallas, TX § Houston, TX
National
§ § §
Digital TV Online Radio Earned Media
§ § §
§ § §
Truth in Synergy Truth in Motion Truth in Relationships
Earn Your Truths Truth in The Night Truth in Experience
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§ §
Truth in Relaxation Truth in Cuisine
Targeted
Budget Breakdown The “A1 Truth” campaign allocates the $100,000 budget heavily in experiential advertising in order to engage the Up & Coming Urbanites, and generate earned media in the channels they opt into.
12%
Non-Traditional “Print” Social/Mobile
60%
Experiential/Earned
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28%
Measuring Success The “A1 Truth” Campaign Goals § § § § §
Grow to 6% subcompact market share by 2015 Increase dealership traffic for A1 by 20% 50% Share of Voice in subcompact market Achieve 70,000 A1 test drives 50,000 A1 App downloads
What We Will Measure § § § § § §
Audi A1 Test Drives Experiential Event Participation App downloads Earn Your Truths Game Participation Audi A1 Social Media usage (likes, retweets, favorites, shares) Earned Media (blogs, social media, news)
Building Awareness
“A1 Truth” is a multi platform campaign that will measure qualitative and quantitative research. Data will be tracked through Google Analytics to ensure that the fully integrated A1 Truth campaign effectively connects with the Up & Coming Urbanites
Metrics § § § § § §
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Dealership traffic for A1 by 20% A1 test drives Social Media followers Social Media amplification A1 Share of Voice Sentiment
Conclusion The “A1 Truth”
A1 Situation § §
The Audi A1 is brand new to the American market, and § is the first Audi that will be priced in the $20,000 range A1 has a major opportunity to connect style, technology, and luxury as to it’s driver’s feeling of § success.
The A1 Audience
Young Millennials and Rising Millennials, the Up & Coming Urbanites are Audi A1’s best business opportunity. They: § Represent over 25% of new car purchase intenders in 2014 § Have the highest concentration of subcompact car purchase intenders § Desire cars that are stylish, technologically equipped, and make them feel successful; A1 strengths
Truth in Communication §
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The A1 Choice
Audi A1 can differentiate itself from competition by establishing it as the subcompact that best fulfills the preferences of the young urban lifestyle with it’s § Strong Truth in Engineering campaign § Best-in-class brand image § Highly customizable style § Multitude of technology features § Brand perception of success
“The A1 Truth” is a fully integrated campaign that will increase significant awareness for the A1 and create a buzz about the new subcompact automobile. The campaign connects the the most important purchase considerations for millennial new car purchase intenders who want the latest in technology and style in a luxury vehicle that makes them feel successful The two tier plan puts strategic emphasis on experiential programs in the 5 US cities with the highest concentration of millennials National communication will be represented through earned media, online, mobile, and social media
Truth in A1 § §
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“The A1 Truth” campaign will make A1 the preferred subcompact among millennials It is an idea that will be inserted into the culture and allow Up & Coming Urbanites to express their unique brand of success
I’ve got Truth in Style I’ve got Truth in Technology I’ve got Truth in Success Truth in Engineering