The premium compact segment is one of the fastest growing automotive segments in Canada. The challenge was to introduce the all-new Audi A3 Sedan to a crucial new demographic – the emerging adult millennial. In the process, the aim was to make the A3 one of the most talked about (by consumers) and envied (by the competition) new vehicles in Canada.
The following targets were set: 240,000 unique views of the vehicle introductory video, 145,000 unique visits to the microsite and a 50% increase in online vehicle configurations (a key indicator of potential sales).
The target for the A3 vehicle was the tech-savvy millennial who has grown up surrounded by gadgets and technology, to the point where he or she feels naked without their smartphones and internet access. A recent study of this generation found that smartphones and internet access ranked as close seconds only to food, water and oxygen. Similar studies showed the majority would forgo a car in favour of the latest smartphone. Further examination of their shopping habits revealed they were always on the lookout for new mobile gizmos, apps and accessories. Given the vehicle’s advanced technology, the team saw an opportunity to position the A3 not as a car, but as the year’s must-have piece of advanced mobile technology – one that deserves the same level of anticipation and passion for the other beloved tech brands in their lives.
The campaign execution was rooted in talking about the product differently. Conventional “car industry” feature lists were swapped out for language more reflective of new tech gadget launches. By applying that lens, descriptions formed naturally – the car stereo became an “audio enhancement system,” the engine became a “power core” and the vehicle itself, a “mobile device.” To bring the “technology product launch” to life, the team followed the path consumers have come to expect from Apple or Samsung.
Technology, tools and channels used included: a keynote address and unveiling by Audi president at the Montreal Auto Show; a three-minute product “unboxing” video, inspired by thousands of avid tech enthusiasts who can’t wait to take their new gadget out of the box and show it off to their YouTube audience; and a microsite designed to mimic launches for products like the Apple iPhone. Other elements included Apple-style influencer videos featuring a lead designer, engineer and test driver; homepage takeovers, YouTube masthead and digital ad unit buy; a Facebook newsfeed contest designed to activate the existing fan base; as well as a robust social connection plan, encompassing multiple content streams and formats (teaser content, countdown reminders and an exclusive video with the design team). As vehicles became available for test drives, digital media spend was ramped up, culminating with a one-day blitz around the release of the “Unboxing” video and YouTube masthead takeover.
Views of the “Unboxing” video surpassed 500,000 (English and French), achieving 210% of the target goal of 240,000 views. Influencer videos generated an incremental 70,000 minutes spent, while microsite views achieved 140% of the goal, with almost 200,000 unique visitors. There were 97,000 vehicle configurations completed, representing a 190% increase over the previous year, with only 1,500 vehicles available for sale in Canada.