Audi UK
Bartle Bogle Hegarty
THE TEAM
Jonathan Thornton Russell Ramsey Katherine Ellis Bill Scott Dave Robinson Ben Akers Nadine Akle Laurence Parkes Sylvia Pelzer
WHAT IS WONDERFUL ABOUT THIS WORK?
A small but highly targeted mailing file and a highly prestigious pack, based on the A6 allroad being an “access all areas” all-terrain vehicle. Careful targeting and inspiring creative generated a response rate of 9.3% (versus Audi's 4.3% DM average). The entire 2006 allocation of allroads were sold.
CAMPAIGN OBJECTIVES
To focus on the existing A6 allroad customer base and elicit...