Audi Canada
"Audi A3 Digital Launch"
The premium compact segment is one of the fastest growing automotive segments in Canada. With several competitors having an early–to–market advantage, the challenge for Zulu Alpha Kilo was to introduce the all–new A3 Sedan to a crucial new demographic – the emerging adult millennial.
A recent study of this generation found that smartphones and Internet access ranked as close seconds to food, water and oxygen. Further examination of their shopping habits revealed they were always on the lookout for new mobile gizmos, apps and accessories.
Given the Audi vehicle's advanced technology, the agency 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.
Zulu Alpha Kilo began changing the way the brand talks about the car by swapping the conventional descriptions of key vehicle features for language reflective of new tech gadget launches. The car stereo became an "audio enhancement system," the engine became a "power core" and the vehicle as a "mobile device."
To bring the "technology product launch" to life, the brand followed the path consumers have come to expect from companies like Apple or Samsung, encouraging rumours to build, using bloggers to excite fans and then finally revealing the new product.
There was a keynote address and unveiling by Audi President at Montreal Auto Show and a three–minute "unboxing" video. The microsite was designed to mimic launches for products like the Apple iPhone, there were Apple–style influencer videos featuring lead designer, engineer and test driver, homepage takeovers, YouTube digital ad unit buy and a targeted online pre–roll.
With nearly three months between the official unveiling of the A3 at the Montreal Auto Show and its arrival at dealerships, the user experience challenge to solve was maintaining interest and engagement. To bridge the gap, a robust social plan encompassing multiple content streams and formats (teaser content, countdown reminders, exclusive behind–the–scenes video with the design team, themed newsfeed contest) was launched.
The unboxing video views 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, microsite views achieved 140% of goal with almost 200,000 unique visitors, 97,000 vehicle configurations were completed representing a 190% increase over the previous year, with only 1500 vehicles available for sale in Canada.
