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Audi - presented by SWOT Team
- 1. Jacob Abernathy David Canavan Everett Ching Hope Jordan Krystal Plomatos Rachel Stallworth Chris Trumbull Evan Vosburgh
- 3. WHAT IS ONE THING THAT THIS WILL ACHIEVE?
- 4. WHAT DID WE DO? • Learned to Love Driving • Blogs & Forums Tracking (Fourtitude.com AutoSpies.com BMWBlog.com • A Day in the Life of a Millennial Car Buyer • Raced on Richmond International Raceway • Learned what to love about Audi • Audi Q5 Driving Experience in D.C • Annual Report • Interview with Economic Automotive Expert • Learn why Audi Drivers Love Audi • 93 Surveys • Audi quot;Love Letterquot; Interviews • Man On Street Interviews with Millennials
- 5. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners
- 6. “Audi is Western Europe’s Best Selling Luxury Brand in January” -Autoguide.com “Audi A4 Trumps BMW 3 Series as Best Selling Premium Car in Germany” -Autoguide.com “Audi is the #1 Selling Luxury Car in China” -Scott Keough, VP of Marketing “Audi overtook its premium competitors for new-vehicle registrations in Western Europe” -Audi Nation Wide.co.uk
- 7. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in worldwide preference
- 9. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in Lack of worldwide Awareness preference
- 10. HOW DID THEY CHOOSE? “When I drove a Mercedes, everyone was always staring at me- it was awkward. I love that Audi is a good car that’s not obnoxious. ” - Gwen Taylor, Boutique Owner, A6 “Audi is for people that want a nice car, but don’t want to drive what everyone else has, like a 3 Series.” - Mark Magnani, Grad Student A4 “At the end of the day, BMW and Audi are the same car, but I really don’t like what’s attached to being a BMW driver. ” - Kennah Harcum, Graphic Designer at VMFA, TT
- 11. To: From: Running from other Running to Audi brands
- 12. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in Lack of Choosing worldwide Audi Awareness preference by default
- 13. Noveau Money Millennials NoVoMo 22-29 year-olds with Individual Income of $60K+
- 14. WHY THE NoVoMo? • 2 Million • They’re Qualified to Buy Now • They’re in the Market Source: Simmons Winter 2008
- 15. MORE THAN THEY SLEEP Average of 8.5 Hours a Day Spent on Screens Source: PSFK & Council for Research Excellence
- 16. THEIR LUXURY CONSIDERATION SET
- 17. TAKE BMW HEAD ON
- 18. LOVE TO SHOW WHAT YOU KNOW knowledge is social currency
- 19. IT’S OK TO KNOW NOTHING ABOUT CARS
- 20. FOUR TRUTHS Millennials World’s Perception U.S.A.’s Perception Audi Owners Surge in Ok to know Lack of Choosing worldwide nothing Audi Awareness preference about cars by default
- 21. AUDI IS NOW THE GERMAN’S #1 LUXURY CHOICE Source: Simpson Carpenter Market Research Institute 2009
- 22. WHAT THE CREATIVE WILL ACHIEVE • Short Term: Become a part of pop culture • Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.
- 29. HOW WILL IT SPREAD?
- 30. WHY WE KNOW THIS WILL WORK • Ownable • Go where they go • Stars Have Aligned
- 33. Budget Allocation Site Production & Hosting PSA Production iPhone App Development Hulu/Network Sites Media Placement
- 34. Return On Attention ROA is the new ROI • Pre-Post Brand Awareness • Online Metrics - Pop Culture Footprint • Track - Dealership Foot Traffic
- 35. RECAP • Plan: Take BMW head on. • Reason to Believe: Audi is the German’s Favorite Car and they’re considered the world’s experts on driving. • Goals: • Short Term: Become a part of pop culture • Long Term: Solidify Audi’s presence in the Tier 1 category in Millennials’ minds.
- 36. Danke Schön!