Objective:

The Audi A5 is considered a halo vehicle for the brand. Thus, the marketing objectives went beyond the traditional sales goals. - Demonstrate increases in key metrics: Opinion, Excellent Opinion, Awareness and Consideration - Achieve 8% segment share during launch calendar year - Surpass Audi A5 sales goals (5,500 unit goal in 2008)

Target Audience:

70% male (age 30-39) 30% Female (age 40-49)

How Magazines Were Used:

Magazines were a critical component to a multi-faceted campaign. Magazines were used because they provide an opportunity to develop an emotional connection with our target audience. The readers of publications such as Vanity Fair, Cigar Aficionado, Men's Vogue and Golf Digest naturally appeal to a reader's interests and passions. The Audi A5 would do the same. The way in which magazines were equally important - to stand out from the crowd. Audi is outspent 2:1 by the nearest competitor, and almost 4:1 by the segment leader. Thus, it is critical to make an impact beyond just a traditional full page ad. By playing on the more traditional BRC cards in magazines, readers were able to unsubscribe from old luxury.

Results:

Beat sales goals by +14%; increased consideration by +44% for overall brand

Industry Awards:

2009 Kelly Awards Finalist

Other Recognition:

Comments: