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Audi
February 2014
Key Campaign information
Environment Key Campaign Objectives
Illustrate the success of the innovative
creative to drive measures of brand
perception
Show how Motion@ drives key metrics
Motion@ Drives Brand Awareness
*more likely than females
Source: Research Now Aviva Research, Jan 2013Pre-stage Post-stage
Motion@ drove recommendation over and
above key competitor
Audi
Mercedes
Jaguar
Recommendation Rank
Audi
Mercedes
BMW
Jaguar
BMW
Motion
Aware
Waterloo
Pre Stage
7-10 score
Motion@ built positive associations
Innovative 44% 41% 44%
55%
47%
P r e S t a g e
N o n
W a t e r l o o
P r e S t a g e
W a t e r l o o
P o s t S t a g e
W a t e r l o o
P o s t S t a g e
N o n
W a t e r l o o
M o t i o n
A w a r e
Motion@ strengthened key perceptions of the brand
Audi makes innovative
cars
Audi use cutting edge
technology in their cars
34% 34% 39% 46% 54%
34% 33% 42% 46% 56%
Non
Waterloo
Pre
Non
Waterloo
Post
Waterloo
Pre
Waterloo
Post
Motion
Aware
Strongly Agree
Motion@ drove desirability
Audi makes cars
I would like to
own
(Any Agree)
74% 76% 75%
89%
79%
P r e S t a g e
N o n W a t e r l o o
P r e S t a g e
W a t e r l o o
P o s t S t a g e
W a t e r l o oP o s t S t a g e
N o n
W a t e r l o o
M o t i o n
A w a r e
Summary
•  Increased top of mind awareness
amongst exposed groups
•  The Motion@ campaign successfully
elevated recommendation above the key
competitor brand
•  Perceptions of the Audi brand have been
strengthened by the campaign, in
particular those associated with
technology and innovation
Want to find out more?
Contact the JC Decaux research
team to find out how the
campaign performed across other
metrics

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Audi summary

  • 2. Key Campaign information Environment Key Campaign Objectives Illustrate the success of the innovative creative to drive measures of brand perception Show how Motion@ drives key metrics
  • 3. Motion@ Drives Brand Awareness *more likely than females Source: Research Now Aviva Research, Jan 2013Pre-stage Post-stage
  • 4. Motion@ drove recommendation over and above key competitor Audi Mercedes Jaguar Recommendation Rank Audi Mercedes BMW Jaguar BMW Motion Aware Waterloo Pre Stage 7-10 score
  • 5. Motion@ built positive associations Innovative 44% 41% 44% 55% 47% P r e S t a g e N o n W a t e r l o o P r e S t a g e W a t e r l o o P o s t S t a g e W a t e r l o o P o s t S t a g e N o n W a t e r l o o M o t i o n A w a r e
  • 6. Motion@ strengthened key perceptions of the brand Audi makes innovative cars Audi use cutting edge technology in their cars 34% 34% 39% 46% 54% 34% 33% 42% 46% 56% Non Waterloo Pre Non Waterloo Post Waterloo Pre Waterloo Post Motion Aware Strongly Agree
  • 7. Motion@ drove desirability Audi makes cars I would like to own (Any Agree) 74% 76% 75% 89% 79% P r e S t a g e N o n W a t e r l o o P r e S t a g e W a t e r l o o P o s t S t a g e W a t e r l o oP o s t S t a g e N o n W a t e r l o o M o t i o n A w a r e
  • 8. Summary •  Increased top of mind awareness amongst exposed groups •  The Motion@ campaign successfully elevated recommendation above the key competitor brand •  Perceptions of the Audi brand have been strengthened by the campaign, in particular those associated with technology and innovation
  • 9. Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics