Audi: The first email test drive

CP Proximity

Entry Information

Country where program ran: SPAIN
Program start date: 12/03/12
Program end date: 01/01/13
Advertiser/Client Name: Volkswagen-Audi España S.A.
Product/Service Description: Audi. Premium brand in the automotive market, characterized by always being at the forefront of technology.
Category: Automotive (AU)

Strategy

Business problem

Audi's positioning is based on the constant innovation of its vehicles. In recent years, this position has solidified with the launch of numerous technological innovations which Audi hopes will establish it globally as the most innovative and sustainable brand in 2020. These innovations focus mainly on lightness, connectivity and electric mobility by creating new systems and technologies with name such as: Start Stop System Bose Sound System E-tron Audi Magnetic Ride / MMI Audi Park Assist Open Sky System Audi line assist LED Given the importance of these innovations, Audi decided to center all its global corporate communication on these concepts for 2012. In order to do this, an ATL campaign was developed in Germany and implemented in all importing countries.