AUDI TEST DRIVE CUBE|短视频|广告营销案例【ADGuider广告指南】

奥迪试驾魔方:

案例简介：描述客户的简报: 奥迪 A8 的目标群体很难达到，也很难说服。任务是吸引人们对新奥迪 A8 的关注，并在这些客户中进行试驾。活动接受者包括前身奥迪 A8 的所有者，有兴趣的人急切地要求了解新奥迪车型的信息，以及竞争对手品牌在豪华轿车市场的客户。活动策略是立即激活客户，并通过传达品牌的技术愿望来巩固与他们的关系。创意执行: 根据简报，我们寻找一种强有力的方式来激活顾客，并将他们直接交给奥迪零售商。新奥迪 A8 的解决方案是彻底重塑传统的从驾驶到零售的方式，并扭转这一过程。目标群体应该得到独家、激动人心的服务，客户应该决定汽车何时到达他们身边。这项服务与经销商建立了个人关系。我们开发了一种创新的设备，使奥迪的交流风格成为可能。奥迪试驾立方体代表进步的技术，并证明了 Vorsprung durch Technik。简短/目标的创造性解决方案: 我们开发了奥迪试驾立方体，这是一种将新奥迪 A8 的首映式直接带给客户的设备。奥迪经销商亲自将其移交给选定的收件人。为了达到高激活水平，我们设计了立方体，顶部有一个原始的启动-停止按钮和一个红色 LED 前显示器。集成的全球定位系统和 GSM 模块不可见。激活立方体开始倒计时，并将地理坐标发送到奥迪。90 分钟后，新奥迪 A8 由附近的奥迪经销商直接交付给客户，进行 24 小时试驾。结果: 该活动加强了客户对奥迪及其经销商的忠诚。该品牌的形象清晰地传达给了独家奥迪 A8 目标群体。这一事实是可以量化的: 在前六周，我们获得了 100% 的回复率。这意味着交付的每一个立方体都会生成一个测试驱动器。几乎每五个激活立方体的客户都买了一辆新的奥迪 A8，转化率为 19%。这些客户中的大多数直接购买了他们试驾的奥迪 A8。

奥迪试驾魔方:

案例简介：Describe the brief from the client: The Audi A8 target group is hard to reach and hard to convince. The task was to draw attention to the new Audi A8 and generate test drives among this clientele. Among the campaign recipients are owners of the predecessor Audi A8, interested individuals who eagerly requested information about new Audi models as well as customers of competitor brands in the luxury saloon market. The campaign strategy was to activate customers immediately and cement the relationship with them by communicating the brand’s technological aspiration. Creative Execution: Acting on the brief, we looked for a powerful way to activate customers and get them directly to the Audi retailers. The solution for the new Audi A8 was to completely reinvent the customary drive-to-retail approach and turn the process around. The target group deserves an exclusive, exciting service, customers should decide when the car comes to them. This service establishes a personal relationship with the dealer. We developed an innovative device that makes this possible in the communicative style of Audi. The Audi Test Drive Cube represents progressive technology and proves Vorsprung durch Technik. Creative Solution to the Brief/Objective: We developed the Audi Test Drive Cube, a device that brings the premiere of the new Audi A8 directly to the customer. Audi dealers personally handed it over to selected recipients. To attain a high activation level, we designed the Cube with an original start-stop button on the top and a red LED front display. The integrated GPS and GSM module was not visible. Activating the Cube starts the countdown and sends the geographic coordinates to Audi. After 90 minutes, the new Audi A8 is delivered right to the customer by a nearby Audi dealer for a 24-hour test drive. Results: The campaign strengthens customer loyality to Audi and its dealers. The brand’s image was clearly communicated to the exclusive Audi A8 target group. This fact was quantifiable: In the first six weeks, we achieved a 100% response rate. That means every single Cube delivered generated a test drive. Almost every fifth customer who activated the Cube bought a new Audi A8, marking a conversion rate of 19%. Most of these customers directly bought exactly the Audi A8 they test drove.