Audi Service Mechanics

This case study describes how Audi positioned itself as the ultimate safe port of call for car servicing in Germany in order to convince people to spend more for a premium service.

Audi Service Mechanics

How can you establish Audi as the first choice for premium car service if people tend to skimp when it comes to repairing their cars at premium dealerships? Audi's answer: By addressing a slumbering service insight. In 2015, Audi created a campaign that gave the hidden fear of giving one's car into the wrong hands an impressive face, counter-positioning Audi premium service as the ultimate safe port of call. To support its message, Audi came up with a daring media strategy: Prime time instead of the usual bargain advertising. Breaking the rules of the market paid off....

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