Audi A1: Chase

Agency name: Tequila Ireland
Client name: Audi
Category: Integrated Communication

BACKGROUND

In 2010 the motor industry was in severe difficulty, and had been since 2008, with sales down almost 70% on previous years. Audi had experienced the effect of the downturn, but not as severely as other brands, and had increased market share in the previous two years, running counter to a declining market.

The Al was launched globally in 2010 and launched in Ireland in October. This was the first time Audi had a presence in the AO segment, the ‘super mini’ segment. This made the Audi brand available to a new group of consumers and also pitched them head to head against their rival BMW and its successful Mini Cooper.

Specific targets set for the campaign by the business were spread between awareness, customer demands and information seeking targets, as well as those related to building a brand and a niche for this car in a category dominated by strong ‘personality’ brands.