How Audi tapped into a feeling all drivers share
Audi went from talking about their cars features to their customers' feelings. In doing so, they made the most effective TV ad of the year.
Context
Audi believed their cars were the perfect combination of brains and beauty. Their latest models included cutting-edge road-safety technologies while still looking, feeling and driving like an Audi.
Challenge
People don't find technology very interesting - certainly not safety tech.
Objective
- Grow sales volume
- Increase 'desirability' amongst the 'prestige audience'
- Increase Audi's association with 'control' (a key driver of purchases in the auto category)
Strategy
Use emotional storytelling to make Audi's safety features interesting and memorable for consumers. To achieve that, tap into something every driver feels: "there are some real clowns on the road".
Results
The campaign delivered £2.07 in profit for every £1 spent, £1.78bn in incremental revenue, and a 6% increase in CLV. Audi's brand grew grew three times faster than the total UK car market and 2.5 times faster than Audi globally.
The campaign won the Grand Prix in 2018's IPA Effectiveness Awards.