Transcript
Page 1: Audi - presented by SWOT Team

Jacob AbernathyDavid CanavanEverett Ching Hope Jordan

Krystal Plomatos Rachel StallworthChris TrumbullEvan Vosburgh

Page 2: Audi - presented by SWOT Team
Page 3: Audi - presented by SWOT Team

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

Page 8: Audi - presented by SWOT Team
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FOUR TRUTHS

MillennialsAudi OwnersU.S.A.’s PerceptionWorld’s Perception

Surge inworldwidepreference

Lack ofAwareness

Page 10: Audi - presented by SWOT Team

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!


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