Audi - The new more fuel efficient Audi communications model
Principal Authors: Carl Mueller and Adam Knight – BBH
Contributing Authors: Ed Booty and Jonathan Bottomley – BBH; Leila Buckley and Andrew Robson – Millward Brown
This paper provides a wonderful lesson in how a premium brand can ride a recession, and in fact turn tough times into a marketing weapon. In 2009 Audi faced a perfect storm: a slowing economy, more frugal consumers and a greener society. Through better understanding its customers, Audi was able to evolve its communications, shifting its previously model-focused approach to one which...