4/16/2023 0 Comments Paint it black key![]() ![]() PHD uses rhythms planning, putting the audience at the heart of media planning, using different data sources to identify key cultural, opportune moments to talk to the target audience, making them pay disproportionate attention. They did this by keeping Audi present throughout the journey, surfacing the most engaging and useful content at each stage in a standout way.Īs part of the new framework, PHD identified a set of behaviours for how they wanted media to behave they needed our print activity to drive desire and deliver standout of the Black Edition range. PHD’s approach was to influence customers at key moments by reducing the amount of choice they face. The average car buying journey involves 900+ digital touchpoints and people are influenced by a complex mix of rationality and emotion. ![]() People are overwhelmed during the information gathering phase as there have never been so many sources to draw from. Research from Google Gearshift and Autotrader Car Buyers Report honed in on the ever changing consumer journey and said that people are undecided at the start: ‘At the beginning of the process 3 out of 4 potential buyers haven’t even decided between new or used and are actively considering both’. As Audi hadn’t previously Invested heavily into print, PHD made the case and established that they could utilise magazines in a standout way that delivered against objectives, raising awareness and desire of the Black Edition models that made people pay attention. PHD created a bespoke framework/guiding set of principles which catered to business challenges not just for Black Editions, but for ANY model challenge Audi came to them with. To help accelerate volume, PHD’s tactical comms needed to transform, based on business, brand and model priorities. Historically a campaign of this nature would fall into ‘tactical comms’, focusing on cost-efficient delivery of KPIs and leads. To build their order bank and create a strong start to 2019, Audi launched a suite of highly desirable and competitively priced ‘Black Edition’ models. In 2018, Audi’s priority was to increase the volume of cars being sold through their retail network, which meant driving desire for all cars at all different stages of their lifecycle, not just new launches. The Black Edition campaign was a strong example of the standard you would expect from the Audi brand experience, regardless of what stage in your car purchasing journey you are.”Īnna Russell, National Brand and Retail Marketing Lead, Audi UK The Challenge ![]() And so we were really excited and pleased with the Black Edition campaign, not only for the end results it yielded for the business, but for the dynamic framework that was pulled together in response to this brief that will help to shape all Audi campaigns going forward. “It’s well-known we do very good above-the-line campaigns, but we looked at our tactical work and thought, hand on heart, could we say we were defying category conventions? No, we couldn’t. SHORTLISTED – Magnetic Spotlight Awards 2019 for Most Creative Use of Print Black Edition success to shape Audi’s campaigns going forward ![]()
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