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Case Study
1.
Audi Quattro
Nathan Plowman, Account Planning Group - (UK), Creative Planning Awards, 1999
Campaign 1997-1999 by BUN for Audi Quattro. Need to move beyond current USP (safety), identify full benefit as a driving experience. Unconventional research, using instructors recording drivers' comme ...

Summary | Full Text | More Like This
Case Study
2.
Quatro: Launch Success Through Tight Targeting
Caroline Sharp, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1986
Quatro, a 4-fruit flavoured carbonated drink, launched in 1984, aimed at 14-18-year-old teenagers. The paper describes the analysis leading to the brand personality desired: your drink, high-tech, fut ...

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