Not For Everyone.
The Problem
The Audi S3 competes in an extremely cluttered category filled with some formidable competitors. What’s more, the target audience of young, single, wealthy, urban males is extremely aware of marketing. They hate being sold to, and are very selective about how they spend their time.
The Solution
To deliver on our goals, we created an intriguing, non-branded DM piece, which led to a complete online experience. By creating an engaging brand experience, we avoided the need for costly incentives.
The Results
After just one week of campaign activity we saw some phenomenal results:
• A whopping 43% response rate (NINE TIMES our target).
• 4.5 more visitors than our original mailing list thanks to the viral component.
• 70 confirmed test drives for Audi S3.
Not bad for just a week’s worth of results.
