CASE STUDY: Audi and Sky AdSmart
Provided by Sky Media
Audi worked with Sky AdSmart to reach high net individuals, an audience more than twice as likely to buy a car
What was the Challenge / Background of the Campaign?
Audi is one of the UK's leading premium automotive brands designing, manufacturing and retailing some of the world's most sporty, progressive and sophisticated cars. Audi traditionally advertise their high-end A6 and RS6 models on linear TV, cherry-picking spots when very high affluence viewers are believed to be watching.
What was the Campaign Objective?
- Reach a targeted highly affluent audience identified as being core Audi prospects.
- Shift Audi consideration and desirability amongst high net worth individuals (HNWI).
- Drive regular conversation with HNWI whilst maintaining exclusivity and prestige of the Audi brand.
What was the Solution?
Using the Sky AdSmart very high affluence attribute Audi were able to remove the uncertainty associated with traditional demographic audiences and increase the efficiency at reaching core Audi prospects.By trialling Sky AdSmart Audi combined the power of TV advertising with increased targeting precision to ensure the advert was only served to their chosen audience of very high affluence viewers. The 30" creative communicated the innovative features and advanced technology of the vehicle by illustrating how the A6 makes "2000 decisions in an instant".
What were the Results?
The campaign ran across October, November and December and reached 450'000 of Sky's highest affluence households delivering over 2.5 million impressions.
What were the Key Learnings of this Campaign?
The AdSmart campaign successfully drove key performance KPI's by boosting campaign cut-through, increasing brand prominence and growing positive brand sentiment. The campaign brought the Audi brand more front of mind, drove positive sentiment towards the brand and increased aspiration to own an Audi (critical for upmarket luxury brands).
Crucially those exposed to the Sky AdSmart campaign were more likely to purchase an Audi in the future.