By Neue Digitale / Razorfish GmbH (for Audi AG)
The Audi Q3 is a small SUV that connects lifestyle drivers with a concern for society and the environment. This combination makes it the perfect car for an audience who wants driving experience without the bad conscience that results from driving a "normal" SUV. The fitting slogan for the international campaign was: Built from new expectations.
Our strategy was "fish where the fish are". So instead of asking the audience to visit yet another microsite, Audi wanted to bring the car directly to them.
YouTube was key in this process for two reasons:
For one, being the world's biggest broadcaster makes YouTube the ideal hub for creating social buzz. Furthermore, aesthetics are a primary decision factor for customers selecting premium cars. YouTube is a main hub for video entertainment, and this made it the perfect stage for emotional video content.
In line with the slogan "Built from new expectations" we incorporated all the social features of YouTube, but upgraded it to a premium interactive microsite. The result was a YouTube experience that combined the best of both worlds: An immersive video experience with the social sharing functions of YouTube.
As we made all content 100% shareable, we relied on the car and the content to speak for itself. That also meant we hardly advertised on YouTube and relied heavily on owned or earned media. The strategy worked:
A new benchmark:
"The Q3 is the first car which had its own digital launch on its own channel on YouTube."
Lothar Korn, Director marketing communication, Audi
A social success:
Almost 50 000 visitors and almost 520.000 page views in the first week.
Average visit time in the first four weeks is over 5 minutes.
And a huge success for the social way to communicate:
We kept online advertising to a minimum, and over 97% of the traffic to the Audi Q3 YouTube Special resulted from earned or owned media.
A business success:
Overwhelming interest with potential buyers meant that even before market launch, the
Audi Q3 is the most configured car of all Audi SUVs.
"The high presale demand for the Audi Q3 showed us that both the vehicle itself and our digital communication strategy hit home with our target audience."
Florian Graef, Online coordinator Q3 campaign, Audi
April 18, 2011 to present
Overall Rating: (81 votes)
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