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下一个大奥迪
案例简介：2010年8月，奥迪准备推出其第一款著名的小型汽车 -- 全新奥迪 a1。 从来没有一个高端品牌试图征服高度竞争的小型车市场。然而，市场状况对奥迪不利。 经过 2009年的严格折扣后，欧洲小型汽车市场正在下滑。然而，消费者预计会进一步降价。奥迪的溢价报价比细分市场平均价格高出 25%，有一点是明确的: 奥迪 A1 绝不是一个简单的销售! 奥迪的目标是收到 10,000 份预订单，其中至少 50% 是奥迪的首次买家。活动的核心是 6 部惊悚惊悚片《 webisodes 》，其中包括风格偶像和观众榜样贾斯汀 · 汀布莱克、好莱坞美女达尼亚 · 拉米雷斯和瑞典突围摇滚乐队 “鱼雷”。 随着六集中的每一集在引导交通流向产品网站的同时增强了预期，这场运动让观众直接进入了 a1 的驾驶座。 秘密图像和视频材料被独家泄露以引起轰动。A1 内部人士可以通过社交媒体发现隐藏的材料，并跟踪不断扩大的故事，数百万人与汽车在线互动 -- 定制、共享和试驾他们自己的设计。 活动的中心仍然是一个统一所有这些活动的社交媒体平台，这使得共同创建和分享激动人心的内容变得非常容易。 结果非常壮观。预定了 16,000 辆车: 比目标高出 62.6%，考虑到奥迪 a1 17,200 € 的溢价，这是一项了不起的成就。 90% 的预订单来自品牌新来者，由于需求旺盛，奥迪被迫将产能增加 20%。
下一个大奥迪
案例简介：In August 2010 Audi was ready to introduce its first prestigious small car - the brand-new Audi A1. Never before had a premium brand attempted to conquer the highly competitive market for subcompact cars. However, the market conditions were not in Audi’s favour. After rigorous discounts in 2009, the European market for small cars was declining. And yet consumers expected further price cuts. With Audi’s premium offer priced 25% above segment average, one thing was clear: The Audi A1 would be anything but an easy sell! Audi’s aim was to receive 10,000 pre-orders and, of these, for at least 50% to be first time Audi buyers. At the core of the campaign were 6 heart-racing mystery-thriller webisodes featuring style icon and audience role model, Justin Timberlake, Hollywood beauty Dania Ramirez and Swedish breakout rock band “Torpedo”. With each of the six episodes intensifying anticipation while channelling traffic toward the product site, the campaign catapulted viewers straight into the driver’s seat of the A1. Secret images and video material were exclusively leaked to generate buzz. A1 insiders could uncover hidden material and follow the expanding story through social media and millions interacted with the car online – customizing, sharing and test-driving their own designs. The hub of the campaign remained a social media platform that unified all of these activities, making it really easy to co-create and share exciting content. The results were spectacular. 16,000 vehicles were pre-ordered: 62.6% above the target, a remarkable achievement considering Audi A1’s premium price tag of 17,200€. 90% of all pre-orders were from brand newcomers and Audi were forced to increase production capacities by 20% due to the overwhelming demand.
The Next Big Audi
案例简介：2010年8月，奥迪准备推出其第一款著名的小型汽车 -- 全新奥迪 a1。 从来没有一个高端品牌试图征服高度竞争的小型车市场。然而，市场状况对奥迪不利。 经过 2009年的严格折扣后，欧洲小型汽车市场正在下滑。然而，消费者预计会进一步降价。奥迪的溢价报价比细分市场平均价格高出 25%，有一点是明确的: 奥迪 A1 绝不是一个简单的销售! 奥迪的目标是收到 10,000 份预订单，其中至少 50% 是奥迪的首次买家。活动的核心是 6 部惊悚惊悚片《 webisodes 》，其中包括风格偶像和观众榜样贾斯汀 · 汀布莱克、好莱坞美女达尼亚 · 拉米雷斯和瑞典突围摇滚乐队 “鱼雷”。 随着六集中的每一集在引导交通流向产品网站的同时增强了预期，这场运动让观众直接进入了 a1 的驾驶座。 秘密图像和视频材料被独家泄露以引起轰动。A1 内部人士可以通过社交媒体发现隐藏的材料，并跟踪不断扩大的故事，数百万人与汽车在线互动 -- 定制、共享和试驾他们自己的设计。 活动的中心仍然是一个统一所有这些活动的社交媒体平台，这使得共同创建和分享激动人心的内容变得非常容易。 结果非常壮观。预定了 16,000 辆车: 比目标高出 62.6%，考虑到奥迪 a1 17,200 € 的溢价，这是一项了不起的成就。 90% 的预订单来自品牌新来者，由于需求旺盛，奥迪被迫将产能增加 20%。
The Next Big Audi
案例简介：In August 2010 Audi was ready to introduce its first prestigious small car - the brand-new Audi A1. Never before had a premium brand attempted to conquer the highly competitive market for subcompact cars. However, the market conditions were not in Audi’s favour. After rigorous discounts in 2009, the European market for small cars was declining. And yet consumers expected further price cuts. With Audi’s premium offer priced 25% above segment average, one thing was clear: The Audi A1 would be anything but an easy sell! Audi’s aim was to receive 10,000 pre-orders and, of these, for at least 50% to be first time Audi buyers. At the core of the campaign were 6 heart-racing mystery-thriller webisodes featuring style icon and audience role model, Justin Timberlake, Hollywood beauty Dania Ramirez and Swedish breakout rock band “Torpedo”. With each of the six episodes intensifying anticipation while channelling traffic toward the product site, the campaign catapulted viewers straight into the driver’s seat of the A1. Secret images and video material were exclusively leaked to generate buzz. A1 insiders could uncover hidden material and follow the expanding story through social media and millions interacted with the car online – customizing, sharing and test-driving their own designs. The hub of the campaign remained a social media platform that unified all of these activities, making it really easy to co-create and share exciting content. The results were spectacular. 16,000 vehicles were pre-ordered: 62.6% above the target, a remarkable achievement considering Audi A1’s premium price tag of 17,200€. 90% of all pre-orders were from brand newcomers and Audi were forced to increase production capacities by 20% due to the overwhelming demand.
下一个大奥迪
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The Next Big Audi
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