The Swedish Snow Rescuers|短视频|广告营销案例【ADGuider广告指南】

瑞典雪救援人员

案例简介：观众我们创建了瑞典雪救援服务 -- 一个由 quattro 司机组成的社区，当他们被困在雪地或恶劣天气中时，可以被要求救援非 quattro 司机。客户简报或目标我们的挑战是加强 quattro 作为最佳全轮驱动技术的相关性，以增加对整体奥迪品牌的喜爱和偏好。奥迪喜欢雪 -- 当其他人抱怨冬季驾驶条件差时，我们相信这是乐趣的开始。我们的 quattro 技术使冬季条件更有趣 (以及更安全)，因为我们有合适的工具来适应冬季条件。没有坏天气，只有坏汽车! 执行这项服务是通过一个免费的 iOS/Android 应用程序启用的，该应用程序跟踪 quattro-drives，并允许非 quattro 司机在需要帮助时提醒当地的雪救援人员。Quattro 车主被发给他们的汽车贴纸/徽章，让他们展示他们对社区的参与。当地经销商通过销售打折的雪救援套件 (雪展示、拖绳等) 来招募业主。) 在经销商。结果一个月后，2742 多名 quattro 司机加入了志愿者雪救援。97 名非 quattro 司机通过这项服务得到了帮助，并体验了 Audis 四轮驱动 quattro 的优势。冬天才刚刚开始。概要从销售组合以及当地独立的调查和研究中可以看出，瑞典对全轮驱动的需求显著增加。宝马 (BMW) 和沃尔沃 (Volvo) 等主要竞争对手正试图超越奥迪 (Audi) 作为最佳高端 AWD 品牌的领导地位。我们的挑战是加强 quattro 作为最佳全轮驱动技术的相关性，以增加对整体奥迪品牌的喜爱和偏好。

瑞典雪救援人员

案例简介：Audience We created the Swedish Snow Rescue service – a community of quattro drivers that can be called upon to rescue non-quattro drivers when stuck in snow or bad weather. Client Brief Or Objective Our challenge is to strengthen the relevance of quattro as the best All-Wheel-Drive technology to increase liking and preference for the overall Audi brand. Audi loves snow – when others complain about bad winter driving conditions, we believe this is when the fun starts. Our quattro-technology makes winter conditions more entertaining (as well as safer) as we have the right tools for winter conditions. There is no bad weather, only bad cars! Execution The service was enabled through a free iOS/Android App that keeps track of quattro-drives and allows non-quattro drivers to alert local Snow Rescuers when their help is needed. Quattro-owners were sent a sticker/badge for their car to allow them to show off their participation in the community. Local dealerships recruit their owners through the sales of discounted Snow Rescue Kits (snow-showel, tow-rope etc.) in the dealerships. Outcome After one month more than 2742 quattro drivers joined as volunteering Snow Rescuers. And 97 non quattro drivers were helped through the service and got to experience the advantage of Audis four wheel drive quattro. And winter has just started. Synopsis Significant increased demand for All-Wheel-Drive in Sweden, as seen in sales mix as well as local independent surveys and studies. Key competitors such as BMW and Volvo are attempting to overtake Audi’s leadership position as the best premium AWD brand. Our challenge was to strengthen the relevance of quattro as the best All-Wheel-Drive technology to increase liking and preference for the overall Audi brand.