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Audi - presented by SWOT Team

Aug 11, 2014

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-Presented to representatives from Audi North America & associates from Venables Bell & Partners
-An Integrated Campaign Targeting Millennials
-Strategic Brand Concepts Class at VCU Brandcenter

  • Jacob Abernathy David Canavan Everett Ching Hope Jordan Krystal Plomatos Rachel Stallworth Chris Trumbull Evan Vosburgh
  • WHAT IS ONE THING THAT THIS WILL ACHIEVE?
  • WHAT DID WE DO? Learned to Love Driving Blogs & Forums Tracking (Fourtitude.com AutoSpies.com BMWBlog.com A Day in the Life of a Millennial Car Buyer Raced on Richmond International Raceway Learned what to love about Audi Audi Q5 Driving Experience in D.C Annual Report Interview with Economic Automotive Expert Learn why Audi Drivers Love Audi 93 Surveys Audi quot;Love Letterquot; Interviews Man On Street Interviews with Millennials
  • FOUR TRUTHS Millennials Worlds Perception U.S.A.s Perception Audi Owners
  • Audi is Western Europes Best Selling Luxury Brand in January -Autoguide.com Audi A4 Trumps BMW 3 Series as Best Selling Premium Car in Germany -Autoguide.com Audi is the #1 Selling Luxury Car in China -Scott Keough, VP of Marketing Audi overtook its premium competitors for new-vehicle registrations in Western Europe -Audi Nation Wide.co.uk
  • FOUR TRUTHS Millennials Worlds Perception U.S.A.s Perception Audi Owners Surge in worldwide preference
  • FOUR TRUTHS Millennials Worlds Perception U.S.A.s Perception Audi Owners Surge in Lack of worldwide Awareness preference
  • HOW DID THEY CHOOSE? When I drove a Mercedes, everyone was always staring at me- it was awkward. I love that Audi is a good car thats not obnoxious. - Gwen Taylor, Boutique Owner, A6 Audi is for people that want a nice car, but dont want to drive what everyone else has, like a 3 Series. - Mark Magnani, Grad Student A4 At the end of the day, BMW and Audi are the same car, but I really dont like whats attached to being a BMW driver. - Kennah Harcum, Graphic Designer at VMFA, TT
  • To: From: Running from other Running to Audi brands
  • FOUR TRUTHS Millennials Worlds Perception U.S.A.s Perception Audi Owners Surge in Lack of Choosing worldwide Audi Awareness preference by default
  • Noveau Money Millennials NoVoMo 22-29 year-olds with Individual Income of $60K+
  • WHY THE NoVoMo? 2 Million Theyre Qualied to Buy Now Theyre in the Market Source: Simmons Winter 2008
  • MORE THAN THEY SLEEP Average of 8.5 Hours a Day Spent on Screens Source: PSFK & Council for Research Excellence
  • THEIR LUXURY CONSIDERATION SET
  • TAKE BMW HEAD ON
  • LOVE TO SHOW WHAT YOU KNOW knowledge is social currency
  • ITS OK TO KNOW NOTHING ABOUT CARS
  • FOUR TRUTHS Millennials Worlds Perception U.S.A.s Perception Audi Owners Surge in Ok to know Lack of Choosing worldwide nothing Audi Awareness preference about cars by default
  • AUDI IS NOW THE GERMANS #1 LUXURY CHOICE Source: Simpson Carpenter Market Research Institute 2009
  • WHAT THE CREATIVE WILL ACHIEVE Short Term: Become a part of pop culture Long Term: Solidify Audis presence in the Tier 1 category in Millennials minds.
  • HOW WILL IT SPREAD?
  • WHY WE KNOW THIS WILL WORK Ownable Go where they go Stars Have Aligned
  • Budget Allocation Site Production & Hosting PSA Production iPhone App Development Hulu/Network Sites Media Placement
  • Return On Attention ROA is the new ROI Pre-Post Brand Awareness Online Metrics - Pop Culture Footprint Track - Dealership Foot Trafc
  • RECAP Plan: Take BMW head on. Reason to Believe: Audi is the Germans Favorite Car and theyre considered the worlds experts on driving. Goals: Short Term: Become a part of pop culture Long Term: Solidify Audis presence in the Tier 1 category in Millennials minds.
  • Danke Schn!