Brand: Audi UK
Advertiser: Audi UK
Agency: Bartle Bogle Hegarty
Audi's UK growth had come from its less expensive cars. It aspired to sell more cars to higher-value customers. Using a strategic idea of the 'progressive premium', Audi launched a programme to communicate the desirability and technical innovation of its cars to higher-spending users across various channels. Following the activity, Audi became top for desirability among the prestige audience. Sales volumes grew three times faster than the UK market. Between 2015 and 2017, an estimated £1.78bn of incremental revenue was generated and the profit ROMI was £2.07 for every £1 invested.
The judges especially admired the impressively detailed analysis of the fundamentals of the Audi brand, with the resulting strategy beautifully executed through creative and media principles.