Volkswagen Group Italia - Audi Thermovision
Agency name: DDB srl Client name: Volkswagen Group Italia Category: Integrated Communication
BACKGROUND
Communicate the launch of the new Audi A4 Avant, adding an emotional component in order to upgrade from a cold to a warmer product/brand perception.
OBJECTIVES
Achieve the sales target through:
enhancing the premium perception of the brand
driving people (especially hot prospects and competitors' drivers, via DM) to the dealers
encourage them to register their details, take a test drive and place an order
STRATEGY
The campaign talks about how capable this car is of...