Audi A1 - Integrated Marketing Campaign - Singapore/APAC
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Transcript of Audi A1 - Integrated Marketing Campaign - Singapore/APAC
13th of November 2009
G2PRESENTING AUDI A1
Sjur-Olaf Hanseid Bendiksen Preeti Adhikary Thiruvarsu Damodharan Adeline Goh Carolyn HoMing Chen
roup
13/11/2009 Slide 2 of 28
AGENDA
• Grey Group • What we are here to do• What people told us! • Our Strategy• How does it all fit in? • Visualize the Campaign!• Launch Event• Exposure• The Cost
13/11/2009 Slide 3 of 28
WHAT WE ARE HERE TO DO (brief)
Launching the A1 in the Singapore market.
Completes the Audi family
In a different way
13/11/2009 Slide 4 of 28
THE TARGET
•Age group: 25 – 40•Does research online (forums, blogs)•Active in social media (facebook, twitter)•Wants to be unique “do-not-follow” generation
Priya, 28 – Architect
Jürg, 27 - Consultant
13/11/2009 Slide 5 of 28
another potential TARGET
•Lifestyle
•The second or third car in the household …
•Compact
•Easy to maneuver
13/11/2009 Slide 7 of 28
WHAT PEOPLE TOLD US
The Method:
• Online survey
• Total of 213 respondents
• Demographics
13/11/2009 Slide 8 of 28
WHAT PEOPLE TOLD US
Key features that are important for the buyer
• 38% says customization
• 37% says performance and price • 29% says colors
13/11/2009 Slide 9 of 28
WHAT PEOPLE TOLD US
Preferred communication channels
1.Online
2.Showroom
3.Magazines and Newspaper
4.TV
5.Live Events
13/11/2009 Slide 12 of 28
INTEGRATED ACTIVITIES
OUTDOORTEASER
ROADSHOWTVC
ONLINECONTEST
PRESS BRIEF+ LAUNCH
TACTICAL ONGROUND ACTIVITY EARLY-BIRD PROMOTIONSTEST DRIVE REGISTRATIONS
PRE-LAUNCH EVENT, THROUGH POST-EVENT.
CUSTOMER/VIP LAUNCH
+ + +
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 13 of 28
MEDIAPLAN
ONLINE CAMPAIGN CONTESTCONTEST
PRINTDM
RADIO
TELEVISION
IN-STORE
PUBLIC RELATIONS
OUTDOOR/ROADSHOW
TEASERTEASER
ONLINE CONTEST SPOTSONLINE CONTEST SPOTS
INFOTAINMENT TVCINFOTAINMENT TVC
PROMOTIONS PROMOTIONS
TEASERTEASER
PRE-LAUNCH + ONLINE CONTESTPRE-LAUNCH + ONLINE CONTEST
-15 days EVENT +15 days
POST-CONTESTPOST-CONTEST
ROADSHOW (USING TEASE LOCATIONS)ROADSHOW (USING TEASE LOCATIONS)
POST-TEASERPOST-TEASER
LAUNCHLAUNCH POST-LAUNCH + TECHNICAL INFORMATIONPOST-LAUNCH + TECHNICAL INFORMATION
DMDM
13/11/2009 Slide 14 of 28
ONLINE campaign phase I
AWARENESS THROUGH BANNER ADS @ VARIUS MEDIA + RADIO SPOTS
>> MICROSITE @ audi.com.sg (ONLINE AUDI A1 CONFIGURATOR)
•Design-Your-Own Audi A1 Competition (create hype and viral effect)
•Appeal to the younger market segment
•Emphasize on the uniqueness of the new Audi – customization “You Choose”
•Collect marketable database of relevant contacts
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 15 of 28
OUTDOOR TEASER
Objectives :• Increase visibility and awareness of A1• Create attention and interest
Locations:High traffic locations around the city:Ion Orchard, Vivo City, Clarke Quay
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 16 of 28
OUTDOOR TEASEROBJECTIVE:Create curiosity in the middle of shopping districts (ION, Clark Quay, Raffles place)
Tagline on the floor: “This could be your parking lot. You Choose” www.youchooseyourcar.com/audi
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 17 of 28
The EVENT
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 18 of 28
PRESS CONFERENCE @ The Float
• Inviting leading media (technical + non-technical)
• Presentation of A1
• Event briefing
• Winner of online-contest will be announced
• Test-driving
• Photo shoot
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 19 of 28
The EVENT CONCEPT• Why Ice Skating?
• Defines Vorsprung
… the joy of the challenge
… the courage to realise the imaginable
…the pursuit of perfection
…the will to break away from the ordinary
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 20 of 28
The LAUNCH EVENT @ The Float
• First ever portable Ice Rink Show in Asia
• Floating Platform
• Stand out with a colorful spectacles
• Exclusive guests
• Club-atmosphere
• Give-away: Audi-To-Go
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 21 of 28
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 22 of 28
ONLINE campaign phase II
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 23 of 28
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 24 of 28
ROADSHOW post-teaserOBJECTIVE:
Leverage on OUTDOOR teaser locations.
•Replace teasers with real cars w/props
•Showcase sound and music capabilities.
•Sales promo, give-aways … stickers.
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT
13/11/2009 Slide 25 of 28
IN-STORE campaign
• Roll-ups and brochures (same theme as print)
• Parking-lot design for a A1, to differentiate from existing fluorescing light design at Queenstown Showroom.
• Outdoor placement of car.
PRE LAUNCH/EVENTPRE LAUNCH/EVENT LAUNCH/EVENTLAUNCH/EVENT POST LAUNCH/EVENTPOST LAUNCH/EVENT