audi - presented by swot team
DESCRIPTION
-Presented to representatives from Audi North America & associates from Venables Bell & Partners -An Integrated Campaign Targeting Millennials -Strategic Brand Concepts Class at VCU BrandcenterTRANSCRIPT
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Jacob AbernathyDavid CanavanEverett Ching Hope Jordan
Krystal Plomatos Rachel StallworthChris TrumbullEvan Vosburgh
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WHAT IS ONE THING THAT THIS WILL ACHIEVE?
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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 "Love Letter" Interviews
• Man On Street Interviews with Millennials
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FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception
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“Audi is Western Europe’s 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
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FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s Perception
Surge inworldwidepreference
World’s Perception
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FOUR TRUTHS
MillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception
Surge inworldwidepreference
Lack ofAwareness
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HOW DID THEY CHOOSE?
“Audi is for people that want a nice car, but don’t want to drive whateveryone else has, like a 3 Series.”
- Mark Magnani, Grad Student A4
“When I drove a Mercedes, everyone was always staring at me- it was awkward. I love that Audi is a good car that’s not obnoxious.”
- Gwen Taylor, Boutique Owner, A6
“At the end of the day, BMW and Audi are the same car, but I really don’t like what’s attached to being a BMW driver.”
- Kennah Harcum, Graphic Designer at VMFA, TT
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From:
Running from other brands
To:
Running to Audi
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FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception
Surge in worldwidepreference
Lack of Awareness
Choosing Audi
by default
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22-29 year-olds with Individual Income of $60K+
Noveau Money MillennialsNoVoMo
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WHY THE NoVoMo?
• 2 Million
• They’re Qualified to Buy Now
• They’re in the Market
Source: Simmons Winter 2008
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MORE THAN THEY SLEEP
Average of 8.5 Hours a Day Spent on Screens
Source: PSFK & Council for Research Excellence
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THEIR LUXURY CONSIDERATION SET
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TAKE BMW HEAD ON
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LOVE TO SHOW WHAT YOU KNOW
knowledge is social currency
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IT’S OK TO KNOWNOTHING
ABOUT CARS
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FOUR TRUTHSMillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception
Surge inworldwidepreference
Lack of Awareness
Choosing Audi
by default
Ok to know nothing
about cars
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AUDI IS NOW
THE GERMAN’S #1 LUXURY CHOICE
Source: Simpson Carpenter Market Research Institute 2009
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WHAT THE CREATIVEWILL ACHIEVE
• Short Term: Become a part of pop culture
• Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.
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HOW WILL IT SPREAD?
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WHY WE KNOW THIS WILL WORK
• Ownable
• Go where they go
• Stars Have Aligned
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Budget Allocation
Site Production & HostingPSA ProductioniPhone App DevelopmentHulu/Network Sites Media Placement
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Return On AttentionROA is the new ROI
• Pre-Post Brand Awareness
• Online Metrics - Pop Culture Footprint
• Track - Dealership Foot Traffic
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RECAP
• Plan: Take BMW head on.
• Reason to Believe: Audi is the German’s Favorite Car and they’re considered the world’s experts on driving.
• Goals:
• Short Term: Become a part of pop culture
• Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.
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Danke Schön!